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he defnitive guide tothe 100 Best Global Brands
BestGlobalBrands2012
 
The Future is Human
2
Playing to Win on theDigital Frontier 
6
Brand Humanity of Olympic Proportions
10
The World’sToughest Brands
14
Citizens All: The NewRules of CorporateCitizenship
18
The Future of BrandBuilding
22
Best Global Brands 2012
24
Sector Overviews
72
Criteria, Methodology,and Brand Strength
134
Contributors
142
Table of Contents
 
The Future is Human
By Jez Frampton
I 2011 was about upheaval and uncertainty, 2012 has been abouttransition. Last year, dissent was in the air as protestors took tothe streets rom ahrir Square to New York City, a nuclear crisisin Fukushima reignited a worldwide energy debate, and ongoingissues in the banking industry have brought — and continue tobring — defciencies to the ore. Like it or not, we are entering anew world. Connected, networked, hyper-aware, and raught withcontradictions, this new world is complex and conusing, but rich,intimate, and alive. It is, or brands, ull o promise and bound-less possibility — i organizations can learn how to tap into thisvast intelligence. he inexorable rise o digital consumers, urtheraccelerated by the mobile and tablet revolution, is radically shit-ing the dynamics o the marketplace. Facebook, which has oreveraltered the way we communicate and relate, went public this year.he London Olympics was not only the greenest Olympic eventever staged, but the most digital to date. Welcome to the uture.Inormation has leveled the playing feld, but has also compli-cated it. hough data — and lots o it — is available to all, thatdoesn’t mean everyone understands which bits o inormationare important or how they can be strategically applied. oday’scustomers are skeptical, vocal, savvy — and have everyone compet-ing or their attention. Any brand that becomes fxated only onthe data, and orgets that those numbers are really people, willbe punished switly. Big data acilitates personalization, not areturn to broadcast. Only brands that stay transparent, activelyengaged, and true to their promises will manage to capture heartsand minds, earn trust and loyalty, and command a premium.oday’s best brands are in touch with their own humanity andthe humanity o others. hey listen to consumers, employees,and investors alike and respond to the messages they receive.hey want to know how people really eel about their com-pany, they gather input and use it to drive innovation, andthey realize that there is a lot to be learned rom the wisdomo crowds. he challenge or brands is to respond quickly andwith sincerity, or they risk compromising the relationship.Ater all, brands evoke emotion. hey are personal. hey ulfll anddelight us. hey are reliable, amiliar, exciting, surprising, andever in the abric o our lives. hey are woven into our memories,
The Future is Human
Best Global Brands 2012
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