2016年全球最佳品牌报告.ppt
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1、,lnterbrand Best Global Brands 2016,Welcome to Interbrand Best Global Brands 2016,2,We closed 2015 with a clear understanding that the best brands in the world embody a simple and important principle in the Age of You: They move at the speed of life. This means that the most successful brandsthe one
2、s with the most presence in peoples worldsare designed to live in moments, even as they scale and push boundaries. These brands empathize with individuals priorities, meeting people where they are, when they want to be met. In 2016 and beyond, the need to connect to people, to be more personal, is a
3、 critical element of brand and business growth.,While growth is a singular goal, its a complex subject that can be opened up, explored, and dissected, all with the aim to accelerate and sustain itand where better to start than with the Best Global Brands? This year were going behind the Top 100 to f
4、ind out how the Best Global Brands define, fuel, and sustain progress. They arent just charging ahead, theyre defining what growth means for their brands and businesses, and finding the best solutions means diving in to reveal the Anatomy of Growth.,Jez,Anatomy of Growth,Jez Frampton Global Chief Ex
5、ecutive Officer,3,Growth is human, its natural, and its as vital to businesses as it is to people. But in todays global market, growth is increasingly multidimensional and holistic its about getting creative and strategic, and using brands to drive the development of products, services, and experien
6、ces with the customer at the core. And that takes understanding the true nature of your brand and its relationship to business growth. Brands are the way people interact with and experience businesses. But, brands are complex because they are created by complex organizations, where it requires every
7、one and everything to work together in order to createand live up topeoples expectations. When brand leads the creation of an organization-wide experience, it can be used as a strategic and driving force that brings business strategy to life.,The brand is the business. The business is the brand.,Gro
8、wth is human, its natural, and its as vital to businesses as it is to people,Growth is multidimensional,5,Growth encompasses both your business and your brand. Its crucial to understand both in detail, identifying what sustains them and how they work together. There are many forces at play, internal
9、ly and in the market, and your brand strategy provides the means to navigate them. By developing a holistic pictureone that includes culture, capabilities, products, and experiencesbrands can overcome challenges and nurture real, lasting growth. Though growth is natural, its never easy. The challeng
10、e for leaders is to create the conditions, strategies, and experiences to enable growth. This is an enterprise- level undertaking in an age where internal divisions (or silos) within businesses are very much still the norm. But complexity can be countered with deep understanding.,6,Companies have to
11、 be more comprehensive, creative, and customer-centric. The only way to navigate the multiple avenues of growth is to develop a clear and cohesive strategy that is completely designed around the customer. Growth comes from a clear strategy and exceptional customer experiences. That requires great pe
12、ople who work together with a powerful brand as both strategic vision and blueprint for experience.,Use technology as a conduit Naturally, technology has become a driver of these new products, services, and experiences, and is totally transforming business models. Technology provides greater proximi
13、ty to people it allows brands to not only connect, but to become an integral part of their customers lives. It should be the conduit that ties together the businesss products and services with the brands experiences, and it has the potential to make seamlessness a reality.,Growth must be cohesive,An
14、d make human insight king And technology is the way in. Your brand is the uniting and guiding force, but its not just about troves of information, its how businesses use insights to form truly human connections. And knowing that growth starts from within, its just as important to seek human insights
15、 internallyfrom your peopleto develop stronger cultures and better capabilities. Our people are the innovators, the doers, the passion and energy, and the fuel for growth.,And brands grow business grow brands,7,Your brand and your business interact to generate growth. Both internally and externally,
16、 the brand is the thing that people “hold on” to, aligning them within your organization and connecting them to those youre trying to serve. Your brand is therefore a proxy for your business: it drives your market, product, and service strategy by helping to determine where and how far you can grow.
17、,Understanding the dynamics of your brand and business is essential. Starting with the business, you have to connect the dots between your internal culture and the market and translate that proposition clearly and powerfully to customers in the market.,The strategy for the business,The strategy for
18、the brand,The strategy for the experience The needs of the business,The needs of customer,8,Sustained Focus,Creative Fuel,Forensic Detail,Revealing the Anatomy of Growth,Forensic Detail,9,Know your customer, know yourself. Taking the time to truly understand themand how your capabilities and people
19、serve and connect to themis critical for real growth. And, it provides a significant advantage. Forensic detail is what yields real, actionable insights and how to be singularly focused on the ones that matter most. What results is a clear road map, one thats based on hard data and led by the needs
20、of real people. A roadmap that can be easily understood and adopted by everyone in your organization, and that helps engineer and accelerate growth.,Creative Fuel,10,Growth is a continuous process of curiosity, learning, and development. To generate the creative energy your business needs, your peop
21、le need the permission to challenge, the freedom to tryand the courage to fail. When employees know they can make a difference, they do. Its crucial to build the clarity, communication, and trust that fosters this thinking. Once youre able to empower individuals personally, the positive effects will
22、 ripple outward across your entire organization, to your agencies and partners, and out into the real world.,11,Growing at a healthy, continuous rate takes vision underpinned by orchestration at every levelfrom people to processes. That demands an approach that the entire organization can align arou
23、nd, one that will boost brand and business performance among all teams, agencies, geographies, functions, stakeholders, and the entire brand experience. Growth is not a statistic. Its not a number. Its ways of working, a process thats made real in the market. Its the careful governance of the people
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