Millward Browns 2016 Top 100 Global BrandZ Report has been released, with 3 key takeouts from the best performing brands.
- Disrupt before being disrupted. The three fastest-rising brands – Amazon, Starbucks and Facebook – each emerged as category disruptors and have continued to disrupt, primarily through technology. Amazon introduced Amazon Dash, the first iteration of a program reaching consumers at the exact moment of need, anticipating automatic replenishment.
- Integrate platforms. JD.com formed a strategic partnership with Tencent, China’s giant Internet portal, gaining presence on WeChat, Tencent’s ubiquitous messaging service. This enabled users to move between texting, e-commerce and payment on one platform.
- Brand purpose. Purpose needs to be genuine, clear and consistent. Google, which articulates its mission of helping humanity, increased 32% in brand value.