How to build brand value


Millward Browns 2016 Top 100 Global BrandZ Report has been released, with 3 key takeouts from the best performing brands.

  1. 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.
  2. 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.
  3. Brand purpose. Purpose needs to be genuine, clear and consistent. Google, which articulates its mission of helping humanity, increased 32% in brand value.

Our take

Brands that do not pro actively build and protect value can anticipate negative disruption; however the counterpoint is disruption as the precursor of extraordinary possibilities. In the world of the Internet, brands will compete to be on the consumers’ list of items for automatic renewal. Brands must imagine the future and respond early to questions it raises for the best chance of sustained success.

Full report here.

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.