In today's globalized, digitally-driven world, the need to be a strong corporate brand has become more important than ever. 89% of B2B marketers say brand awareness is their most important goal, and 77% of marketing leaders cite creating strong brands as critical to their growth plans.
Global brands are the businesses recognized all around the world - Facebook, Pepsi, Mercedes-Benz, Apple, Chanel, Netflix and Rolex, to name just a few. Usually operating within one dominant domestic market and holding shares in numerous, diverse local markets, these enterprises reap the highly lucrative rewards of being household names in multiple countries.
Did you know that the average person is estimated to be exposed to between 4,000 and 4,000 and 10,000 brand messages each day? In this competitive, multi-channel and digitally noisy space, getting ahead of the latest corporate identity and branding trends has never been more important.
Earlier this year, the most loved brands in America were revealed - with the likes of Amazon, Netflix, Subway and Dove securing a spot in the top 20. When you scan through the list, chances are you’ll find these household names conjure up feelings of loyalty, fondness or affection. Yet, every one of these ‘most loved brands’ are selling us a service or product. If the nature of our relationship is transactional, how do these businesses make us fall in love with their products?
In March 2019, international charity Samaritans unveiled a bold, modern new look. Driven by a need for greater reach and relevance among a younger audience, the colorful rebrand notably catered for a huge range of print and digital formats.
A man who knew a thing or two about brand thinking once proclaimed “Design is not just what it looks like and feels like. Design is how it works.”
When it comes to the world of rebranding, brand visuals usually steal the show. Being the most obvious elements of a rebrand, it’s easy to get focus your attention on the new logo or headline grabbing ad campaign. Look beyond a company’s shiny look and feel however, and you’ll find that rebranding like is very much a numbers-driven game.
In 2019, advertising spend in the US is set to peak at a staggering $199.22 billion - exceeding 2018’s predicted $194.6 billion. With more and more available channels to reach target audiences (and their subsequent competition and noise) brand investment in fighting for the consumer’s attention is higher than ever.
According to Harvard Business Review, “somewhere between 70-90% of mergers and acquisitions result in failure”- a troubling statistic when you realize that 2018 was a record-breaking year for the world of mergers and acquisitions.