From Glossier to Amazon, brands across the retail spectrum are adopting a ‘customer-backwards’ approach to developing new propositions which works back from the customer insight.
For all the talk of conscious consumerism, Amazon’s market dominance continues apace despite its low tax bill and its excessive packaging.
After brands’ more ‘real’, product-focused approach to Christmas last year they have switched back to emotional advertising; but there are as many winners as losers in the brand-building game.
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Maintaining relevance and responding rapidly to consumer demand has helped Microsoft, Coca-Cola, McDonald’s and Disney retain their spot in Interbrand’s top 10 after 20 years.
There is a new leader in the BrandZ rankings of the top 100 global brands, with Amazon breaking the 12-year reign of Apple and Google.
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Amazon is now TV’s third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
The annual study from Kantar Millward Brown reveals consumers have responded better to simple Christmas stories than blockbuster ads this year.
TV sets, not mobile devices, are the future of video but if traditional broadcasters want to survive they must stop wasting time on their own smart TV apps and combine on a single platform.
Amazon is renaming its ad business Amazon Advertising as it looks to simplify its offering and take a bigger slice of the global digital ad market.
Brands would be keen to reach Amazon’s online audience, but analysts are split over whether the company would want to recoup the costs of investing in Premier League football or just use it to pull in more Prime subscribers.
Partnerships that embrace tech and make people’s lives easier are proving an effective way for brands to increase their value, according to this year’s BrandZ ranking.
While Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
Deal is seen as something of a coup for broadcaster Channel 4, vindicating its decision to pay £75m to poach The Great British Bake Off from the BBC.