Apple beats Amazon and Google to reclaim title of world’s most valuable brand
Molly InnesApple is “on course” to become the world’s first trillionaire brand after topping Kantar’s BrandZ ranking for the first time since 2015.
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The future of marketing careers? Marketing, data, tech and digital in harmony
Colin LewisAfter a year under lockdown, many marketers are turning to thoughts of next steps and new ways of working.
Amazon retains crown as world’s most valuable brand
Matt BarkerAmazon tops Kantar BrandZ’s list of the world’s 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.
Apple’s Tim Cook: Business cannot turn a blind eye to data exploitation
Charlotte RogersApple CEO Tim Cook is calling for the reform of businesses that rely on misleading users, harvesting data and perpetuating extremism in order to avert a “social catastrophe”.
The Apple Card fiasco is a brand risk – but not a very big one
Mark RitsonApple has messed up by adopting a biased algorithm that disadvantages women applying for its credit card, but the chances of it harming the core technology business are slim.
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.
Watch: Ritson on the power of Apple’s brand positioning
Marketing Week ReportersMarketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
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Apple’s confusing product portfolio makes Microsoft look sleek
Mark RitsonSteve Jobs built Apple’s brand on simple design and a sparing product line-up, but now its portfolio is a mess of wires and product variants that make Microsoft look like the cooler brand.
Apple’s Angela Ahrendts: Retail is not dying, but it has to evolve
Charlotte RogersCannes Lions 2018: Far from pulling back from the high street, Apple is investing in ramping up the experience by putting humanity at the heart of physical retail.
Get ready for Cannes 2018: Hot topics and what to see
Charlotte RogersWith the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
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.
Google, Giffgaff, Marmite: The top 10 YouTube ads in October
Thomas HobbsThe most popular ads on YouTube last month included Google’s new Pixel 2 smartphone and a musical number from Nintendo’s Super Mario.
M&S is the UK’s top storytelling retailer
Lucy TesserasA study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
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Apple is still the big daddy in phoneland because it avoids pointless innovation
Mark RitsonForget about bendy screens and AI, Apple is the true winner in the smartphone market because of its unrelenting focus on brand and marketing.