Well, it’s out. Interbrand’s list of the 100 Best Global Brands of 2011. It’s been a tough year for brands, no doubt, with national protests, boycotts and lawsuits against these entities. But these 100 brands have continued to innovate, reinvent, collaborate and embrace, thus changing the way we interact with the world around us.
Interbrand does not argue the definition of a brand as a person, but as living business assets. They state that to insure a brand is truly a business asset, and to increase barriers to competition, organizations need to live their brand values internally. Customers interpret brands as a result of every interaction; from culture to product, from environment to communications. In short, everyone in your organization is a brand manager now.
Here are a few of my favorites.
#1 Coca Cola, 1.7 billion servings everyday. I can account for two or three of those.
#4 Google. Ranked one of the best places to work in terms of employee happiness.
#8 Apple. Continues to set the bar so high, will anyone ever catch up, or will they be content copying Apple’s lead?
#9 Disney. Disney has had a hard go in the last decade, but remains true to its core. Wholesome, family entertainment.
#34 Kellogg’s. A brand I worked on at Leo Burnett in Chicago, so it’s near and dear. Kellogg’s boasts 30 million Facebook fans and 40,000 views to its YouTube page each day.
#78 Jack Daniel’s. Jack took a risk in redesigning its whiskey bottle and graphics. Then they introduced Jack Daniel’s Tennessee Honey. They’re both good, in the eyes of a loyal Jack Daniel’s brand believer, me.
View the entire list at: