Amazon cements its status as the world’s most valuable brand
Matt BarkerAmazon tops BrandZ’s ranking of the 100 most valuable global brands for the second year in a row, keeping Apple in second as Google slips to fourth.
The role for ‘customer-backwards’ thinking in business transformation
Econsultancy TeamFrom 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.
Amazon proves consumers are choosing easy over ethical
Harry LangFor all the talk of conscious consumerism, Amazon’s market dominance continues apace despite its low tax bill and its excessive packaging.
Brands’ shift back to emotional Christmas advertising proves hit and miss
Sarah VizardAfter 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.
Recommended reading: Tangoing tigers and streaming subscriptions
Matt BarkerMarketing Week reviews the latest books and blogs for marketers.
Relevancy and responsiveness: The secrets to successful brand growth
Matt BarkerMaintaining 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.
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Amazon beats Apple and Google to become the world’s most valuable brand
Ellen HammettThere 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.
Amazon doubles down on TV advertising
Ellen HammettAmazon is now TV’s third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
Iceland’s ‘Rang-tan’ Christmas ad the most likely to make people buy
Ellen HammettThe annual study from Kantar Millward Brown reveals consumers have responded better to simple Christmas stories than blockbuster ads this year.
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Broadcasters must join forces to beat Amazon and Netflix
Mark RitsonTV 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 simplifies ad business with rebrand to ‘Amazon Advertising’
Sarah VizardAmazon 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.
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Could Amazon’s Premier League rights deal mark its first move into ad-supported content?
Sarah VizardBrands 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.
Strategic partnerships are helping the world’s most valuable brands accelerate growth
Ellen HammettPartnerships 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.
Revealed: The world’s most valuable brands
Ellen HammettWhile 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.