1. BrandZ™ Top 100 Most Valuable Global Brands 2016
45
BrandZ™ Top 100 Most Valuable Global Brands 2016
44
2 Thought Leadership
Thought Leadership > DISRUPTION
IN “NEW NORMAL”
OF PERSISTENT
DISRUPTION,
ONLY BRAND
DIFFERENTIATES
DISRUPTION
For a global brand to remain strong in the face of
rapid evolution, technological disruptions, and social
change in the form of shifting values (the new normal),
it must make sure its vision for the future is clear and
understood by all who may work to deliver against
it. Comprehension of what the brand is trying to
accomplish allows for quick, empowered decision-
making through the entire organization, explains the
actions and decisions the brand takes, and keeps the
organization nimble in a global industry.
Emilie Hamer
Senior Vice President, Global
GTB
Emilie.Hamer@gtb.com
We were born different, founded to create an entirely new model of collaboration and give
marketers access to the breadth of WPP’s talent, ideas and tools. The result? An agency that
truly works at the intersection of business and everything imaginable. Welcome to GTB.
Revolutionary designs on the future
are evident in ambitious initiatives like
FordPass from Ford, and Daimler’s
Moovel, signaling a vision of the future
where mobility ecosystems and planning
tools for multi-modal transportation are
as much a part of the product lineup as
new SUVs. GM’s partnership with Lyft
signals a future vision of coexistence,
where makers of sheet metal mate with
companies who are solely interested in
the distribution of mobility, rather than
the production of vehicles that provide
it. Initiatives such as these telegraph a
brand’s ability to comprehend that the
world is changing, both to shareholders
and internal audiences.
However, for a brand to remain relevant
to consumers, a willingness to dabble
with partnerships or broaden the core
product offering will not help grow
the emotional power of the brand. It is
simply the flexing of the R&D muscle.
It keeps the brand current, preventing
it from becoming obsolete. Necessary,
yes, but not what makes a brand
meaningful and different to real people.
Building meaningfully
different brands
A meaningfully different brand, one that
makes people think, “that is for me,” is
one that communicates what it thinks
and feels as it works to make its vision
of the future a reality. Subaru declares
love is “what makes a Subaru, a Subaru.”
While some may reject the automaker
based on this arguably touchy-feely
point of view, others will see themselves
reflected in the message, and feel
naturally aligned. The broadcasting of
the emotional foundation of Subaru
gives people a way to evaluate how well
the brand does, or does not, fit with
their own view of the world.
The Tesla brand has come to represent
much more than beautiful cars; it also
means breakthrough technology and
exhilarating performance. Tesla has
become a symbol of a new way of living
- clean, bright, innovative and forward-
thinking. Tesla’s pioneering spirit, as
personified by founder Elon Musk,
conveys an urgency to shed the old
ways of doing things. Earlier this year,
325,000 consumers were so enamored
with the vision of, and the emotion
radiating from the brand that they put
down a $1,000 deposit on a vehicle they
had yet to see. In this case, vision and
emotion combined to create real capital.
Should predictions of an autonomous,
car-sharing future pan out, automotive
manufacturers will be even more reliant
on the power of their brands – after
all, driving dynamics or exterior styling
don’t matter much in a world where
people are neither driving, nor owning
the physical vehicle that moves them
around. If, in the future, every OEM
offers lease-sharing programs for
seniors in retirement communities,
or ride-sharing programs for urban
Gen-Y’ers who don’t want the hassle
of owning, what will keep those seniors
and Gen-Y’ers from reducing their
decision-making process to simple price
shopping? The emotion and vision of the
brand – the sense of “this is for me and
others like me” – may well be the only
differentiating factor.
1 Be clear
Clearly articulate and
communicate your vision
for the future to internal
and external stakeholders.
2 Be consistent
Build the brand in conjunction
with future product/offering
development to ensure a
cohesive brand point of view.
3 Wear your heart
on your sleeve
Hiding the emotion of
the organization makes it
difficult for real people to
connect with the brand.
ACTION
POINTS FOR
BUILDING
BRANDS IN
DISRUPTED
CATEGORIES
Brands must have a clear vision
and communicate it often