Interbrand

LEGO is building beyond the bricks as it launches its first full set of design elements, evolving its brand identity.   the LEGO Group has seen incredible growth over the last two decades, cementing it as one of the world’s most loved brands. The LEGO logo has always been a consistent, widely-recognizable design element, but the brand needed to be able to offer a fluid and cohesive brand experience across all physical products and digital platforms.   OLA and Interbrand worked across the entire brand portfolio to connect the dots between the business, ultimately informing a range of connective elements across physical and digital that, together, would build a recognizable brand experience.   The resulting design system introduces refreshed assets and architecture while keeping LEGO’s classic System-in-Play structure at heart—all pieces can be used together, in multiple ways. Read the full LEGO press release below for more ↓ https://lnkd.in/eEKbSCyw #LEGO #SystemInPlay #BrandDesign   Nicole Taylor, Thomas Holst Sørensen, Anas Sarraj, Megan Blair, Mat Boyle, Claus Kristensen, René Christoffer, Andrew Michael Payne, Oliver Maltby, Phil Bold, Emma Ellis, Kristian Sear, William Couzens, Georgina Levey, Georgia Walters, Colophon Foundry, Stuart Brown, Iain Acton, Mainframe, Robert Ball

How does brand impact share price? Global Director, Brand Economics Greg Silverman sat down with five-time CMO and CMO Confidential host Mike Linton to share how two-thirds of companies in the S&P 500 may be inaccurately valued due to the misunderstanding of this key business asset—and what brands can do to bring back earned value. Watch the full interview here: https://lnkd.in/eqqvk2Ua Read the How Brand Impacts Share Price report here: https://lnkd.in/eWBaucvF #BrandValuation #BrandEconomics #HowBrandImpactsSharePrice

Over this past month, Interbrand has been celebrating the success of the very best of the best in brand strategy, at events in Tokyo, Cannes, London and New York - as a part of our broader Golden 50th Celebrations, taking place across 2024. In 1988, Interbrand transformed the brand category, by defining the process and methodology of brand valuation – ascribing monetary value to the previously intangible asset of brand, transforming how companies were appraised by financial markets around the world. And in 2000, we launched our annual Best Global Brands ranking, the world’s preeminent study on brand value. As a part of our year of celebrations, we have named 40x exceptionally high achieving Jubilee Achievement Brands: companies who have appeared consistently across Interbrand's Best Global Brands ranking, since its inception in 2000, and brands and holding companies that have shown exceptional performance in recent years. Today, we extend huge congratulations to the brands who have remained consistently present in our Best Global Brands ranking over two and a half decades, our Jubilee Award Winners: adidas, Amazon, American Express, Apple, BMW Group, AB InBev (Budweiser), Cisco, The Coca-Cola Company, Colgate-Palmolive, The Walt Disney Company, Ford Motor Company, GE, Gillette, Gucci, Honda, HP, IBM, IKEA, Intel Corporation, Kellogg Company, Louis Vuitton, McDonald's, Mercedes-Benz AG, Microsoft, Nescafe Hub, Nike, Panasonic, PepsiCo, Philips, Samsung Electronics, SAP, Sony, Starbucks, Toyota Motor Corporation and Volkswagen. And we congratulate our Jubilee Commendation Award winners - brands who have shown exceptional performance in recent years, demonstrating leadership know how and when to deploy their brand as a strategic growth asset, allowing them to outperform the competition: Adobe, Allianz, Google, the LEGO Group, and J.P. Morgan. “We can’t underestimate the significant change the world has experienced over the past 25 years” said Interbrand Global CEO, Gonzalo Brujó. “When we launched our very first brand valuation ranking back in 2000, the world’s best-selling cell phone was the Nokia 3310. The internet was in its infancy – Yahoo! and AOL ranked #38 and #47 on our table, respectively – and MTV was the world’s most valuable entertainment brand. More than 135 brands have dropped off our world leading ranking since its inception in 2000.” “These Jubilee Award brands continued relevance in customers lives demonstrates exceptional brand strategy and business leadership. Interbrand celebrates the phenomenal success of these award winning brands; the best of the best” added Brujó.

There are few CEO personalities today bolder than that of Tesla CEO Elon Musk. But does the new, more explicitly conservative alignment of Musk’s public persona translate to a shift in sales? Yes—though not in the way he would like. Read the full The New York Times article below to see how Global Director, Brand Economics Greg Silverman interprets Musk’s impact on the Tesla brand. #BrandValuation #Tesla #ElonMusk

Nvidia’s chips are a success. Can the same be said for its brand? Despite briefly passing top companies Apple and Microsoft in market cap last week, this triumph may be temporary. In his latest comments to CNBC, Interbrand Global Director, Brand Economics Greg Silverman spoke on how brand strength will impact Nvidia’s overall value. “Weak brand strength will limit how valuable it will be, despite its market cap heights,” Silverman said. Read more at the article below, or in Business Insider and Microsoft's MSN ↓ #BrandValuation #Nvidia

Having now returned to the Interbrand London office from Cannes, ECD Sue Daun is back with her final recap of what brands looking to make their next Iconic Move need to know ↓ Cannes | Day 5 “As Cannes Lions International Festival of Creativity 2024 comes to a close, the atmosphere has quieted down as everyone heads home – though the energy is still palpable.” Sir John Hegarty emphasized the importance of bravery and diving into the unknown to build showmanship in advertising and branding. Cindy Gallop discussed the necessity of equality and building creative solutions at every level, particularly advocating for women in the industry. Cannes has been an incredible place to reconnect with old friends and colleagues, as well as to make new connections. Tonight, we're catching up with the D&AD crew, including longtime friends and new acquaintances made during our time here. A special highlight has been meeting patrice de villiers, the president of the photography jury at D&AD. Her stunning portfolio is truly inspiring, and it was a delight to spend time with her and learn more about her work. You can look her up on LinkedIn to see her incredible photography. Joining us tonight are Jack Renwick, Donal Keenan, and Dara Lynch, all of whom are contributing to a memorable and enriching experience. Reflecting on the week, Cannes has once again proven to be a hub for creativity, inspiration, and lasting connections. It’s been a fantastic opportunity to engage with industry leaders, share ideas and celebrate the power of creative thinking.

Straight from Cannes, ECD Sue Daun is back with another recap of what brands looking to make their next Iconic Move need to know ↓ CANNES | Day 3 “Day 3 at Cannes Lions International Festival of Creativity 2024 was all about humanity, exploring how we can embrace technology, synchronize with AI, and show the raw, human side of our personalities.” Elon Musk's talk was a major highlight, drawing a huge crowd to the Palais de Festival. Interviewed by WPP CEO Mark Read, Musk delved into AI and its impact on humanity, sparking a discussion on the evolution of human beings and a potential crisis of meaning. The morning session featured Unilever's insights on uncovering consumer needs to drive successful campaigns. They showcased impactful campaigns like the Real Beauty campaign, Dirt is Good, and Hellman's Taste Not Waste, emphasizing the importance of adapting to changing audience needs. In the afternoon, Tamara Rogers discussed humanized growth in business. She highlighted the need to expand stakeholder audiences within the marketing ecosystem, including R&D, finance, and logistics, to drive innovation and growth. Finally, the documentary “Receiver” on Netflix was mentioned, which provides an intimate look into the lives of athletes, showcasing their personal and familial struggles. This humanizes them, making them relatable and creating a deeper connection with the audience. Overall, Day 3 was a powerful reminder of the importance of humanity in all aspects of business and technology. CANNES | DAY 4 “It's inspiring to see how platforms are innovating to blend the physical and digital worlds, creating richer, more interactive experiences for their audiences.” Today was filled with meetings, but I still managed to explore the Pinterest Beach House and TikTok Lounge, seeing firsthand how they drive real-time engagement to enhance their online product experiences. Pinterest offered everything from tattoos to color styling to print making, along with panels and talks on inclusive creativity. TikTok featured gaming, Instagram styling, and a plethora of merchandise for attendees to win and collect. Earlier this week, a Spotify session on podcast trends hosted by Robyn DelMonte (a.k.a. Girlbosstown), Jordana Abraham, Jared Freid, Colin Rosenblum, and Samir Chaudry highlighted the introduction of video into podcasts, making content more accessible globally. This reflects a broader trend of merging physical and digital experiences, engaging a wide spectrum of consumers.

OMV, a global leader in oil, gas and petrochemicals, is undergoing the biggest transformation in its history. By 2050, OMV aims to become climate neutral and evolve into an integrated provider of sustainable materials with a strong focus on circular economy solutions. To ensure the brand is capable of carrying this transformation, OMV partnered with Interbrand's CEE team to evolve its brand strategy and redesign its corporate identity to open the business to new audiences and categories, promoting sustainable and climate friendly growth in a disrupted industry. Learn more about this Iconic Move towards a more sustainable and circular business model below ↓ https://lnkd.in/esC_a6ja   #Interbrand #OMV #BrandStrategy #CorporateIdentity #Sustainability #Transformation

Straight from Cannes, ECD Sue Daun shares her recap of what brands looking to make their next Iconic Move need to know ↓ CANNES | DAY 1 “From collecting my tickets to just walking around Cannes, it is clear that Cannes is a lot more diverse this year. There is a lot more youth; there are people from all walks of life.” As expected, AI is prevalent at the Cannes Lions International Festival of Creativity 2024. A lot of talks focused on shifts in creativity: how AI is impacting business structures, how it can be deployed ethically and effectively. But it’s not the only voice in the room. Thinking outside of category conventions is the subject on everybody’s lips. The world’s most valuable brands are using out-of-category thinking to fuel growth: deploying Interbrand’s Arena Thinking, brands are able to put evolving expectations at the centre of their strategic and creative thinking. Highlights from today’s talks: • Contagious did a great talk that gave an interesting view into the future of trends. You can’t think of trends as heading in one direction anymore, or even as ‘macro’ trends. It’s better described as millions of mini trends. • Female representation and leadership has taken a front seat. Whether it’s the WACL (Women in Advertising & Communications Leadership ) in Power Lounge with Propeller Group, or The Female Quotient, or Women At Cannes. There is a lot of brilliant content around embracing and driving female representation at the festival. • Paralympian Dylan Alcott spoke passionately about creating a shift in advertising and representation of people with disabilities. CANNES | DAY 2   “This year feels really different than any other year.”   On day 2 there is a real focus on representation across a number of different talks – from Represent Me at Pinterest to Dr. Marcus Collins talking about brand and how representative demands have shifted.   Last night we spoke to some of the talent from the Brixton Finishing School and digilearning who are visiting the festival for the first time. A lot of our discussions centred on the need for authenticity in brands – not looking for brands to be gimmicky, but show up in an authentic way.   This was reflected in Dr. Marcus Collins’ talk today which said the meaning of brand has reframed itself to mean a lot more.   But if the meaning and expectations of brand have evolved, how can we make sure we are still impacting customers?   Interbrand’s Five Brand Imperatives – Leadership, Ecosystem, Experience, Asset, Identification – tells us just that. When a brand performs each of these roles effectively, they are icons.   Finally, the LEGO Group took the stage with Droga5 to talk about how creative agencies and in-house agencies work together more seamlessly than ever to create better work.   When you look around the festival this year, there is a far more eclectic mix than before. It’s diverse in terms of gender, age, country representation. It’s fascinating and inspiring to watch this shift.

Customers don’t measure the value of the relationship they have with a brand in points and discounts anymore. Nike understands that true loyalty is about fostering a sense of community and empowerment. By championing the journey of every individual as an athlete, Nike creates lasting connections and yields invaluable insights, allowing the brand to continually enhance its offerings and better serve its community. • Is your category treating customers as buyers rather than relationships? • Do you know when and how to make your customers feel important? • Are you affirming customers in their identity, individuality and progress? Providing constant affirmation by showing appreciation and supporting customer’s progress is one of five ways in which customers want to be shown love through their experience. For more on how we help brands calibrate their relationship chemistry through experience design that drives customer love, visit our customer experience page below or get in touch: hello@interbrand.com.    https://lnkd.in/gaY4Bv3c #Interbrand #CustomerExperience #BrandStrategy #Affirmation #CX