Without a robust core thought on which to build,even the most creative and well-targeted advertising won’t boost a brand’s valueYou can’t amplify something that isn’t there. Good marketing plays a major role in motivating sales and consumer love by expressing what a brand stands for. But it can beget a powerful multiplier effect whether the core thought around the brand, ie its proposition, and is strong,genuine and meaningful to the target audience. We’ve been analysing the world’s most valuable brands across the first 10 years of results from our BrandZ Top 100 to define, for the first time, or what’s driven those that beget grown their value fastest. It was a turbulent decade by anyone’s standards and the answer is that they beget all combined a brand proposition that consumers see as distinctive and unique with creative communication.Continue reading...
Source: theguardian.com