We live and breathe brands day in and day out at Stellar*, so a yearly highlight is the release of Interbrand’s Top 100 Best Global Brands report – a report which measures brand value based on financial performance, brand strength and the role of the brand in the purchase decision.
In a world that is constantly evolving with technology, the media landscape is a transient one. As a result, we are watching with interest as some of the world’s leading brands challenge traditional marketing methods and strive to innovate in order to keep up with the latest movements in consumer trends and consumption.
Interbrand’s Global CEO, Jez Frampton, says “the future is human” for brands and that “today’s best brands are in touch with their own humanity and the humanity of others”. The 2012 Top 100 Best Global Brands list therefore features brands that “understand the role they play in peoples’ lives and respond accordingly.”
This year’s list sees soft drink brands Coca-Cola and Pepsi lead the beverage sector, with Coca-Cola retaining its no. 1 rank, and Pepsi sitting comfortably at no. 22. In what has been a big year of activations for the competing brands across a number of sectors, the constant remains their ability to deliver on their brand promises and their commitment to innovation, particularly around direct consumer engagement in both the real and digital worlds.
Demonstrating the brand’s renewed focus on digital innovation and connecting directly with consumers, 2012 saw Pepsi’s pilot rollout of its Pepsi Interactive Vending campaign, introducing machines across five states of the US. The concept plays on the trends of gaming and random acts-of-kindness, encouraging consumers to buy a drink, play a game, win and gift a friend. The fun doesn’t stop there though, people can also charge their phones through the machine and watch a video while they wait – branded content reflecting Pepsi’s sponsorships in the music and sports sectors.
As brands strive to be more human, so do the platforms in which they communicate. Advertising no longer exists just in print, on screen or in audio, but in the real world. Proving why they sit at no. 1 on Interbrand’s list, Coca-Cola cleverly brought to life the James Bond experience for train commuters, drawing on the Coca-Cola ‘happiness’ promise of fun, freedom and refreshment while leveraging Coca-Cola Zero’s association with the cinema release of 007 SkyfalI. Interactive, engaging, live, social and sharable, this campaign ticked all the boxes for a viral success. The video currently sits with over 9,000,000 views on You Tube.
If 2011 was about upheaval and uncertainty and 2012 about transition (Jez Frampton, Interbrand 2012), will 2013 be the year of accomplishment where brands and humans interact on a truly even playing field, where both win?
What do you think?
Posted by Hayley Cole