Page 47 - BrandZ Top 100 Most Valuable Global Brands 2014

Section 03 | Thought Leadership

MY

As humans, we constantly seek to deine and The human brand
evaluate ourselves, using social interactions,

experiences and personal inventory to project our Technology and data are merely brand conduits and
own identity. Community and participation are enablers. The reality is that brands are transitioning
powerful inluencers: we crave connections with
people whose beliefs and values we share. And with from acquaintance to become life inluencers in real
BRANDS.
digital as the mighty enabler, our connections are and valuable ways.

widening alongside our collective experiences.
Smart brands are inviting people to share an
experience, rather than product. Apple changed the
People’s relationships with brands have changed.
A recent survey [GlobalWebIndex] asked retail landscape forever to become the supreme
consumers how they would want a brand to act shopper experience where people could learn, seek
towards them: 50 percent of 25-34 year olds help and socialize. In tandem with its aspirational
product it became an iconic global brand with the
reported their favorite brand plays an integral best brand retention in the industry [source: WDS].
MY
part in their online life and experience, while 38 And this engagement goes beyond the physical,
percent would buy a product or service simply to
be part of the community around it.
with 10 percent of Internet users having talked about
Apple online (GlobalWebIndex). In Latin America,
Huggies moved the hearts and minds of parents
Add to this the Convergence Economy [LS:N Global] when, to celebrate Friendship Day, it delivered a
where boundaries between brands, sectors, special crib for two new born babies to a maternity
economy and emotion are dissolving. Look to retail
spaces, products, hospitality and entertainment and ward. Bringing two boys together meant each had
SELF.
there’s one distinctive theme: it’s dificult to tell one their irst friend. And Huggies created a moment
parents would never forget.
thing from the other.
Apple and Google’s brand-lifestyle ecosystems are an
Consequently, we need a fresh way to activate
brands, to ind new ways to engage with people and elegant attempt by both brands to refocus themselves
gain a greater share of life and “share of self.”
around an arresting experience; demonstrating
reliability, innovation, design and a deined personality
across every customer touch point.
Today’s smart winners are imaginative, reaching
outside of their historical boundaries to create new Participatory brands are here
experiences and solutions. Nike, Samsung, Sony and
others, are moving from purely product offers to and now
services and lifestyle enhancement. For the time
Jonathan Dodd
poor, Google’s Future Home has launched life- The past is another country for brands, as they
enhancing apps from voice-activated cooking to journey towards a social role within a much broader
Global Chief Strategy Oficer tablet-operated smart TV.
Geometry Global community. People are now invited to view brands
Jonathan.Dodd@geometry.com
Such brands are going wide and creating as they do their friends, colleagues and partners –
offering products and services the opportunity to
partnerships to take an increased share of life. embrace change and help people to think smarter,
Clothing retailer Banana Republic has collaborated lead healthier lives, and enjoy richer experiences.
with Condé Nast Bon Appetit and online reservation
service Open Table to create a Desk to Dinner To succeed, a brand simply has to be clear about its
collection – an innovative solution for the working own values, and the places, spaces and occasions
woman while making the brand relevant to a much where it has both role and purpose.

larger market. Through a collaborative movement, 1. People are seekers, searching for solutions
Shop Elsewhere in Hong Kong enabled independent – functional or emotional – to support both them
fashion retailers to recommend each other’s
products, allowing shoppers browsing in one and their identity. Brands must understand these
designer’s store to activate the QR code on an item, needs and their associated behaviors.

leading to a web site with recommendations for 2. In doing this, brands can move away from industry
other designers’ products pre-selected to match. deinitions of category to identify opportunities
Geometry Global is the largest and most geographically complete Designers increased reach and attracted new clients
activation agency of its kind, providing brand marketers with
while creating a unique in-store experience.
by observing consumer and shopper behavior
a unique solution for an unmet need: Precision Activation. This relating to consumption, usage occasions and
solutions that enhance people’s lives.
proprietary approach focuses on the exact blend of context and Critical to brand success in this digital age is the
content that combine to inluence consumer behavior, transforming ability to create precise and relevant connections 3. For example, in Asia, Cadburys incentivized
proven communication techniques and big creative ideas into and experiences, with communications that engage
effective and proitable business growth drivers. With a team of people at the right time, in the right place and in the shoppers to give chocolate at key gifting
4000 experts in 56 markets, the global network develops highly right way. Mastery of big data has replaced occasions with its “Say it with chocolate”
campaign. Allowing shoppers to create
compelling marketing programs – informed by data and insights
supposition to extract real time consumer insights, personalized messages in store, this innovative
– connecting people with brands at precisely the right times, in enhancing a sense of self. In Korea, retailer Emart approach created a crucial social connection
the right places, and right ways – making a measurable difference created a mobile, Wi-Fi lying store. High footfall with the brand, sharing joy and changing
to clients’ businesses. Launched in June 2013, Geometry Global rivals were visited by the drones encouraging
delivers award-winning creativity and integrated talent across a consumers to connect to the lying store via purchase behavior
range of disciplines including Shopper, Relationship, Promotional smartphones. Once connected, consumers were

and Experiential, Trade and Digital Marketing.
directed to the Emart online shopping portal to
access discounts. The result: satisied, value
For more information, visit www.geometry.com
conscious shoppers and soaring sales for Emart.

92 BrandZM Top 100 Most Valuable Global Brands 2014
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