品牌文化传播指南

BUILDING BRANDS THAT ATTRACT + ENGAGE FANSSTRATEGIC BRIEF | JULY 2016How Culturally Connected Brands Stay Valued, Real and Relevant With ConsumersBUILDING BRANDS THAT ATTRACT + ENGAGE FANS | STRATEGIC BRIEF © Copyright CMO Council. All Rights Reserved. 20162IntroductionKey FindingsBrand PerspectivesBenchmarking Brand PerformanceAbout the BookAbout the CMO CouncilAbout Fresh Squeezed IdeasCONTENTS34613141414BUILDING BRANDS THAT ATTRACT + ENGAGE FANS | STRATEGIC BRIEF © Copyright CMO Council. All Rights Reserved. 20163INTRODUCTIONHow do consumer brands stay relevant, authentic and differentiated in a rapidly evolving and culturally complex global market? With 195 countries and 6,500 languages around the world, the challenge is daunting as brands seek new methods and motivators to connect and engage with audiences through social, mobile, experiential, digital advertising and eCommerce channels. The 2016 BrandZ ranking of the Top 100 Most Valuable Global Brands, recently released by WPP and Kantar’s Millward Brown, shows that brands that innovate and showcase their innovations to consumers through the brand experience achieved standout growth. Among the top performers were Google, Amazon and Facebook. According to report authors, disruption was the dominant trend, with brands of all kinds moving to build a multi-faceted ecosystem around the consumer’s needs and desires, often by diversifying into new categories.“It’s interesting to note the successes driven by many of the brands leading in innovation and disrupting the conventional ways of doing business, thereby transcending their category and reinventing themselves in the process. Essentially, they are using a form of cultural strategy to stand out on an emotional level,” notes Bart Michels, CEO of Added Value Group and Head of Kantar Consulting U.K. “We know that to sustain future growth, brands need to be seen as improving the life of the consumer in a relevant way. In an ultra-competitive landscape, they must earn every piece of equity from each moment of contact with consumers, as well as add value to the network they are a part of.” Underscoring this, Added Value’s culture-centric audit of big global brands shows how brands are gaining or losing “VIBE” based on the degree to which they are viewed as Visionary, Inspiring, Bold and Exciting. According to the latest study, brands like Apple, Google, Samsung, IKEA and Microsoft appear to have the most cultural traction. The CMO Council has teamed with Fresh Squeezed Ideas to explore the cultural connection to brand attraction, an area of conversation pioneered by luminaries such as Douglas Holt, Doug Copeland and Grant McCracken. In this strategic brief on “Building Brands That Attract and Engage Fans,” the CMO Council taps domain experts and notable brand marketers from PepsiCo, Visa, J&J, PetSmart, Cox Communications, Opus Bank and Overwaitea Food Group to learn more about how culturally connected brands stay valued, real and