Google has surpassed Apple to be crowned the most valuable brand in Millward Brown’s BrandZ Top 100 ranking for 2016, valued at $229bn following 32% growth year-on-year.
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.
Black Widow’s release on Disney+ alongside cinemas hit the film’s box office revenues, but what Disney wants is proximity to the consumer and the insight that comes with it.
Investment platform IG Group’s CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.