Facebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.
Vodafone retains its crown as the most valuable UK brand but seven of the top 10 UK brands in this year’s BrandZ ranking have dropped in value.
The highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
What are the benefits of adopting a test-and-learn mindset and how can it be done effectively?
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.