in the Decade Connect of Possibility NEW AND UPDATED FOR CES

Tech Sport Retail Media Luxury Finance Automotive is increasingly being driven by an uncompromising approach The lifespan of an organization to fundamental human issues. was contracting before 2020; Businesses that do not yet the pandemic and our collective know, very specifically, which awakening will only serve to constituents they are systematically accelerate that trend. Jeff Bezos, disadvantaging (and how) are CEO of Best Global Brand, at risk because in this hyper , a business so large transparent world, the truth will it is almost planetary, said: “I out, and customers will “cancel”. predict one day Amazon will fail. Amazon will go bankrupt. If you Looking at the PayPal is one of 2020’s fastest look at large companies, their risers, thanks to a radical application lifespans tend to be 30-plus years, of its values and the trust those not a hundred-plus years.” actions drive. In 2015 it decided to prioritize customers’ financial While it’s hard to conceive of a world Best Global interests over its own higher revenue in which the 100 Best Global Brands products. Despite an immediate are no longer in our lives, we are stock market drop of 9% this undoubtedly at a point of divergence. move unleashed long-term growth. A tipping point for many. Businesses Brands of 2020 More recently, Paypal has begun a that cannot serve citizens and program to redistribute capital from brands that fail to gain the consent shareholders back to its lowest paid of customers will not stay ahead employees to ensure that everyone of our constantly renewing who works at PayPal can pay their expectations and they will fail. → bills. At a time of anxiety, there’s not much that matters more. Climate change is the next apocalyptic event we face, so has become a Top 3 Best sustainability has to become a radical Global Brand in 2020. It’s CEO, priority for organizations and brands. , argues that in the Microsoft has committed to being future: “you’ll only have permission carbon negative (not just neutral) n 2020, in a year of turbulence effect, which has accelerated digital to profit as a business if you have by 2030 (and Shell dropped off the so seismic in scale and rapid transformation trends, such as cloud- the consent of customers.” In this Best Global Brands list this year). in impact that the world is still based tech and streaming, across we see that as people begin to computing the effects, the sectors, reinforcing the dominance hold business to account, choice is Change, once again, is creating aggregate value of the Top of technology first brands. morphing into consent and brands winners and losers and posing 100 Best Global Brands has are mediating the commitments a difficult choices. The real question grown by 9%. Their total brand Crises recast the tacit contract business makes to its constituents. may be, are you going to lead from value exceeds $2 trillion. between organizations and people. In this brand is still a promise, the future or manage your decline? Certainly, we are seeing that now. but a promise of something IAs the pandemic and wider social As rising expectations dissolve into deeper. Done right brands offer an Editors note: This edition of the Best outrage exposed fault lines in society anxiety, people are demanding equilibrium between business and Global Brands Tech Report is updated and polarized people further; we more of the businesses they buy customer. A set of shared values. to highlight new innovations and see a similar divergence in the Best into. There is a growing sense of conversations at CES, the world’s Global Brands with 43% of brands human disempowerment, a growing Only 41 brands from our 2000 most important technology exposition. growing, and 57% declining in awareness of the power of brands, ranking remain on the table today. value (vs 29% declining in 2019). and consumers are beginning to At one time, it was inconceivable This years’ winners are notable for see their consumption choices that the DotCom Boomers Yahoo particularly fast growth; the average as votes of confidence. In some or AOL could fail, or that we’d fall increase amongst the top 3 brands instances, organizations have out of love with our handsets. alone was 50%. It’s clear that in more power than governments. But and Apple showed us Charles Trevail 2020, strong brands have become At a time of deep reflection, a more compelling vision of the Global Chief Executive stronger as a result of the COVID the deepest form of relevance future and the rest is history. Officer, Interbrand

Best Global Brands 2020: Automotive 3 01 02 03

+38% +60% +53% 322,999 $m 200,667 $m 166,001 $m

04 05 12 Tech -1% +2% -8% 165,444 $m 62,289 $m 36,971 $m brand analysis: 80 96 100

The big -9% -13% New get bigger 6,301 $m 4,942 $m 4,481 $m →

his has been a year Our number one, Apple (BV the introduction of the Prime in which connectivity $322,999bn; +38% YOY) trades membership – are shifting fulfilment has assumed huge on a uniqueness which isn’t a expectations in much of the world. importance. Whether result of what the brand says, but in a work or education what it does. Apple’s products, Microsoft’s (BV $166,001bn; environment, technologies and stores speak to +53%) exceptional transformation attempting to build an online the organisation’s philosophy of over the past six years has Tsocial life, or communicating beautiful simplicity and individual seen sources of revenue shift with relatives near and far, the empowerment. Apple has dramatically to a combination ways that we link up across the consistently changed what was of personal and business internet has become paramount. in people’s minds by changing -as-a-service (SaaS) what was in their hands. and public cloud infrastructure And as a result of that, those and services, with all three lines brands who own the major Amazon (BV $200,667bn; + generating revenue primarily platforms, channels and devices 60% YOY) invested over $28 through recurring subscriptions. have soared in value in 2020. Their billion on R&D in 2018 and is growth has been so dramatic that, making the very notion of agility Another winner this year was new despite many more traditional exponential. Powered by real time entrant Zoom (BV $4,481m), who brands dropping in this year’s tricky data, AI and machine learning, were perfectly positioned to take environment, they have pushed its moves – from daily, one-to- advantage of a situation nobody the overall value of the top 100 one interactions to category saw coming, but they have proved brands this year to over $2 trillion. changing Iconic Moves such as more than up to the challenge.

Best Global Brands 2020: Automotive CHRIS NURKO GLOBAL CHIEF INNOVATION OFFICER, INTERBRAND

The customer view: What CES 2021 means →

ES2021 was 100% tech devices and appliances and virtual. An event that more a forum for discussing and normally occurs in experiencing the tech-informed the physical space view of the near future. CES is a to exhibit, introduce hub of innovation entrepreneurship and extol the virtues sponsored by governments and of technology actually occurred as private industry in the form of Ca fully digital enabled experience. Eureka Park (the start-up showcase); the Health Tech exhibition that The Consumer Technology demonstrates how digital devices Association (CTA) holds CES as and advanced computing is a showcase of the world’s most being integrated to all aspects of innovative brands and organizations human healthcare diagnostics, who are re-defining our world therapies and daily living. and society through technology. Increasingly, over the last few Below are some of the key trends on years, CES has become less an the ground that will have the most exhibition of purely consumer far reaching implications for brands.

Best Global Brands 2020: Automotive Scaling and Smart Bringing it all The great redefining solutions back home integration B2B solutions that improve As such, this year I was honored to In almost every aspect of home life Brands that help us unify and efficiency and re-define enterprise serve as a judge and jury member and across every sector of tech at integrated tools and systems also performance now highlight for the CES2021 Innovation CES2021 we see a customer-centric add value to our home equity as an the opportunity to scale new Awards. Focusing on the SMART dedication to quality and innovation. investment. These brands redefine processes, business-models and aspects of technology applied From SMART home construction the home services we will seek to use tech innovations that are redefining to homes, and therefore SMART materials, fixtures & fittings to décor and benefit from on a transactional categories and shaping new arenas living, I was able to identify and and design installation. For hardware or subscription basis. These of competition. CES has become contribute to recognizing the very systems and software protocols, AI systems and tools will also translate a new model for the auto industry best of innovation being brought infused experiences allow consumers into credible platforms for retail, as the world’s largest tech-mobility to market by the leading brands to manage, monitor and customize commercial and social application stage for new Electric Vehicles for and organizations of the world. experiences with ease and simplicity. in the out-of-home environment consumers and for fleet deployment. My overall take, was how quickly experience. As businesses deploy The corresponding industries for many innovations responded to the The COVID19 pivot to home has these same tools for their on-line and travel and transport in all mediums COVID19 challenges and the need meant that our homes have become in-store or in-office experience, we demonstrates both innovation around for individuals to work, live and the most important investment we will begin to see a true re-definition of energy, telemetry and advanced AI connect remotely with efficiency can make for our health & wellbeing; work-life balance that is seamlessly connectivity, edge-sensor computing and safety. Many of the aspects of for our ability to work, study, socialize integrated into a tech-enabled, and autonomous drive solutions. CES award winning innovations were and relax; and to improve the quality highly flexible and mobile lifestyle. The combination of robotics and those that combined the ability of of our everyday lives. Every aspect AI-software shows us the way AI engineering to be customized, and space of our homes can now be The sheer variety and beauty of forward to advanced mobility. data secure and automated. infused with technology that offers how technology is being seamlessly Gaming and entertainment This trifecta showed up consistently us greater control, efficiency and integrated in both form and innovation is combining the where brands and products heightened sensory experiences function, as showcased by the CES technology of Augmented Reality provided solutions that enabled for every member of our household. innovations, is admirable. Brands and Virtual Reality in all aspects of a individuals to personalize, manage The ability to harness digital tools are collaborating to establish user experience that heightens both and monitor for efficiency as well and applications for all aspects of interoperability platforms and our immersive sensory feelings and as be reassured about the safety home management and maintenance protocols making it easier to adapt our ability to monitor or transform and security of their data, their has profound implications for the and connect devices, systems and our sentient capabilities. These homes and their personal health. brands we choose to purchase product utility choices. At the core advances are being re-deployed Likewise, the development of in our ecosystems of lifestyle. of many innovations and brands we across Educational tech and Health fully integrated ‘hub’ systems that see a conviction of purpose, ethics tech for cognitive development. CES provided greater convenience, and commitment to the use of more is the foremost forum for connecting simplicity and seamless management sustainable materials and production; technology from an engineering of home lifestyles was to be admired. to purpose led organizational and manufacturing perspective From managing home security commitments and contributions to to a consumer perspective. and ambient living requirements society; and to the importance of (Air, Light, Water, Energy, Sound customer-centric user design with and Temperature) to bandwidth ergonomics and visual aesthetics. speeds, data use, storage and control functionality, the CES 2021 innovations and winning ideas show how important technology innovation is to allowing us to live, work and connect remotely from not only our homes, but wherever we choose to move to or while on the go.. CHRIS NURKO GLOBAL CHIEF INNOVATION OFFICER, INTERBRAND

The trends view: Technology and the future of brands

01 02 → Beyond From Data the Sector to Design The tech ‘sector’ is no longer a Our lives will now move FROM being sector, but rather – new ARENAS one that produces data from every of competition that will emerge that transaction or interaction to which cross market sectors and embed companies respond to or seek to integrated supply-demand chain offer products, services or solutions… thinking into consumer and business TO lives that proactively enable us to driven interfaces. We will expect choose, curate and create products, greater self-service and automation; services and experiences based on we will accept AI engineered our own unique requirements and algorithms tied to performance platforms for delivery/fulfillment. We based outcomes and value-priced will be designing the experiences scenarios. Brand business models will and outcomes that we want, and configure greater value and benefit we anticipate we will need thanks for relationships vs. transactions to AI and predictive/personalized and the sales & marketing approach modeling via data. We will be mindful will be demand led vs. supply led. of consumer data protection and feel secure by new Consumer-friendly laws, regulations and prohibitions on surveillance, cyber-security insurance and data breaches and malfeasance.

Best Global Brands 2020: Automotive 11 03 04 05 The New Unifying in Low-impact Workforce the Cloud Innovation Engineered AI and hyperautomation Infrastructure for enterprise will An era of sustainable innovation in will be the ‘norm’ for Business consist of a distributed Cloud everything from manufacture, to performance as legacy Based computing that is data/ mobility to demand fulfillment will infrastructures will move to more cyber secure; connected with require business leaders to invest in fluid, virtual and remote workforces edge-based computing data; and sustainable materials, EV and solar managed in less hierarchical be based upon a total experience solutions, zero impact outcomes and manners. Enterprise solutions will and connection between customer social-economic led approaches need to invest in data analytics, experience, user experience to fair employment practices and human behavioral insight and rapid and employee experience. community philanthropy. Technology service innovation in order to stay will need to be deployed in an ahead of a dynamic competitive ethical and transparent manner with situation. Brands anchored in a high degree of resilience built- deploying technology in pursuit of into deployment that transcends customer centric solutions will thrive, threats to supply-demand- and will do so based upon highly fulfillment due to any external purpose driven ethics, commitments event, crisis or cyber-attack. and experiences that unify and connect their workforce to serving 06 consumer/customer demands. Develop Yourself Finally, the health and safety of people and the planet will be at the forefront of new technologies and innovation to secure a healthier physical world, with less mental anxiety and stress. The focus on education and learning development as well as self-managed lives through diagnostics, proactive interventions and daily therapeutics will become the norm for living. Legacy infrastructures will move to more fluid, virtual and remote workforces

Best Global Brands 2020: Automotive 13 CHRIS NURKO GLOBAL CHIEF INNOVATION OFFICER, INTERBRAND

The Interbrand view: A dramatic shift to a new reality →

et’s face reality: 2020 tracking, tele-conferencing, cloud- was no picnic. A global based data sharing and predictive pandemic that forced analytics became the ‘new normal’ unprecedented shifts in in place of offices, bricks & mortar society, and the resulting retail, in-person team workflow economic crisis, challenged and consultation services. governments and business to quickly Ladapt and pivot to a world in which SURVIVING, THRIVING a new paradigm was emerging. In particular, the three sectors that were transformed with the A bifurcated world of two workforces: immediacy of the survival instinct one remote and digitally connected, were financial services, medicine the other on the front line of the & healthcare as well as education. pandemic, undertaking physical The shift to virtual and remote labor and performing vital services. collaboration and data-aggregation In both cases, technology that meant that for these industries previously existed but was slow customers shifted expectations to be adopted became the urgent of service and personalization. investment and ‘mission critical’ Behind the changes to all of these infrastructure for operations. sectors were brands that leaned into Technology in the form of fully their technology and data-analytics automated services, diagnostics, in order to provide seamless,

Best Global Brands 2020: Automotive 15 Technology showed us a new path to resilience and ingenuity

personalized, accurate and efficient and Health Clubs & Spas. engagement. The use of cloud- However, even many of these based AI and algorithms enabled brands turned to technology many brands to now establish an to redefine their business and even more personal and informed operational model. Travel & Leisure view of their customers on an introduced new forms of health individual and collective basis. The & safety protocols while re- ability to process vast amounts of considering the type of business transactional data and correlate and operational infrastructure that data into practical services, they require. Hospitality and solutions and in many cases, restaurants shifted to home- subscription offers enabled brands delivery and grocery with a focus to become agile and proactive. on D2C operations. Entertainment In a few short months, organizations industries rapidly shifted to purely used technology as the primary on-line distribution and new forms means of responding to the of content production. Health and pandemic’s effect of shuttering the leisure products and services moved world and limiting physical access, on-line by encouraging home-based fossil fuels and carbon emissions. necessary for growth and exchange and interoperability. products and services to cater It gave us hope to consider how commerce in the future. Technology enabled a transition to the workforce that effectively we can fight climate change with to new forms of workflow and needed to transform their homes more sustainable industry. SMART MEANS CLEAN collaboration that previously into multipurpose functionality. Technology showed us a new The ‘last green mile’ of delivery was impeded by bureaucracy, As consumers, we became locked path to resilience and ingenuity, for goods and services will be the concentrated work-resources down and tech-enabled in order and new ways of collaborating catalyst for shifting commercial and old-fashioned management to shop for groceries, educate our across distance, borders and vehicle fleets in mobility as the hierarchies. By September of 2020, children (and ourselves), monitor infrastructural challenges. The unprecedented demand for all of these old tenets of pre-COVID our health, connect with others and pandemic forced us to consider logistical efficiency to meet workflow had been upended. generally appreciate the quality of life the impact of a fragile earth and demand without the negatives of and our home living arrangements. human population across the noxious emissions. Smart cities THE DIFFICULT PIVOT We travelled less and reduced our supply chain of food and essential and smart traffic infrastructure Certain sectors and industries dependency on the automobile goods; healthcare and medicine; will now propel EV thinking and suffered greatly and were unable or public transport and began to and digital enabled networks and zero-carbon footprint transport to to pivot so successfully. Their very appreciate the ‘break’ from our busy communications requirements. the top of government agendas nature of business was based lives while also seeing the benefits The importance of a connected for infrastructure investments. By upon the physical presence and to a less congested, noisy and and secure 4G/5G infrastructure 2030, the advanced economies of interactions of human beings. noxious fume infested world. This alongside the ability to process the globe will be embracing a fully This includes the travel and ‘break’ showed us the potential of data in real-time from ‘the edge’ automated and EV infrastructure leisure sector; hospitality and new energy and ‘green’ solutions to ‘the cloud’ to ‘our devices’ has that will offer a dramatic decrease in food catering; Entertainment; to combat our addiction with now redefined the infrastructure noise and noxious fume pollution.

Best Global Brands 2020: Automotive 17 and on-line media platforms and aspects of a tech-enabled world, channels will facilitate the sales and from transactions to health data marketing process. Data rich insights will be of paramount importance and customer personalization will in selecting brands and integrating allow data tracking and targeting their services or offer into our lives. with a higher degree of precision The vectors of technology and and customization. Adding to this, brand experience will converge SMART algorithms based on our around the issues of personal individual preferences, behaviours identity, privacy and protection. We and transactions will shape are already seeing data protection, everything from home security and security and privacy emerge with energy management to personal the widespread distrust of social grooming and beauty-care regimes. media algorithms and demand for Our lives will be self-tracked, consumer determined permissions. monitored and managed enabled by subscription-based business THE YEAR OF OPPORTUNITY models for every aspect of goods As the total experience of demand and services. Thus, technology across customer experience, user and innovation will lead to a new experience, employee experience era of brand growth with new and community experience has requirements for success. greater impact on our world, we At the intersection of consumer will also see the need for brands behavior and demands, the and organizations to be more economics of growth opportunities proactive and mindful of their The automated aspects of AI more reliable predictive busines and the ability for brands to purpose, values and commitments connectivity through edge sensor models and management of generate demand and value is to a more sustainable and ethical computing and robotics will expand resources. Combined with hyper- the role technology can play to world. The social unrest and into all aspects of industry and automation, this will enable transform legacy infrastructure demand for diversity, equity and commerce. Increasingly, factory business to optimize customer or and thinking into a more inclusion that coincided with production will require less human consumer contact while connecting innovative and efficient world. the pandemic brought to the labor and be more automated and demand forecast and delivery But as consumers place more forefront the need for companies efficient. Technology innovation to inventory and manufacturing trust and faith in technology and brands to be accountable will drive new products and production. Technology will thus to help them navigate choices across more than just the demand services as well as supply chain streamline and optimize both and fulfil demand, brands fulfilment aspect of commerce. efficiencies across every industry. B2B and B2C management. must equally now step up their AI Engineering and leadership of Combined with higher safety and investment in greater transparency, brands must now hardwire trust, hygiene protocols, ‘smart’ production DATA-DRIVEN DEMAND flexibility and accountability. transparency and ethics into and distribution will enable business The Internet of Things will now Brands exist based upon trust, their codes of compliance and operations to manage resources become the Interconnection of and trust in data will need to be performance. 2021 will be the year more efficiently with less waste while Data, which in turn will drive new defined by manifestations of cyber- of opportunity to begin to embrace also guaranteeing higher quality behavior for both consumers and the security and data protection. Digital the power of technology to transform of performance and delivery. business enterprise. On-line search, surveillance of consumers will our lives not only in response to a This new dimension to business is marketing, purchase and services will be either regulated or restricted global crisis, but rather to embed being referred to as AI Engineering. become the de-facto behavior and by government legislation or and sustain new and better ways AI Engineering allows businesses modus operandi for all commercial consumers themselves. of living, working and producing and brands to drive scale through activity. The digital marketplace Privacy concerns related to all value for individuals and society.

Best Global Brands 2020: Automotive 19 ANDREW STEWART SENIOR DIRECTOR STRATEGY, INTERBRAND

All together now… but are we really? →

e’re all you were against it, and that became in this a problem. Desire for togetherness together” highlighted division as an unintended was the consequence if solutions aren’t refrain holistic. The dichotomy of cohesion heard in vs. separation is the prevailing trend the first phase of the Coronavirus playing out in powerful ways in the “Wpandemic as people were trying to global cultural conversation. This figure out how to manage social conversation drives the context in isolation and survive the economic which all brands operate, but it’s fallout. Digital efforts towards even more significant for tech brands connection and government stimulus given the massive role they play programs to combat financial in all facets of our lives. Perhaps hardship aimed to ease the pain but the most pertinent question right many are still struggling. In the wake now is “are tech brands bringing of the killing of George Floyd and us together or driving us apart?”. many other Black men and women, the global movement to fight racial The tech brand trends of 2019 injustice intensified. Activism and have been transformed by the allyship grew as powerful forces latest macro forces of unity and for positive change. If you weren’t equity, or lack thereof, identifying actively with Black Lives Matter, then fresh formulas for brand success

Best Global Brands 2020: Automotive 21 in our new reality in 2020. Tech proponent of an open approach companies who have been shifting under the leadership of Satya Ethics and employees from individual products to branded Nadella, made a big bet with the platforms are increasingly also introduction of the Microsoft rise as forces for equity being judged by the quality of the Duo, their first device to experiences they deliver in the multi- run on Android. In contrast, Apple’s as tech brands evolve brand, integrated eco-systems that more closed ecosystem faced consumers demand. Privacy and another high-profile challenge in a fractured world. utility were viewed as a trade-off from Epic Games. Epic combined consumers had to make, whereas the addition of a direct pay option now companies are embracing outside the App Store with a legal ethics & purpose to make proactive assault and brand storytelling choices to benefit a broadening casting Apple as the Big Brother set of stakeholders. “Cult becomes they sought to disrupt in their culture” described the moves legendary “1984” Mac ad. The other iconic tech brand founders were tech titans were pulled into the fray, making as they stepped aside and with Google booting Fortnite out of worked to preserve their legacies the Play store while Microsoft rallied by codifying their visions with their behind Epic. With app stores acting brands and successors; the new as one of the critical intersections paradigm is that employee actions, between brand platforms, and also even activism, can drive company sitting at the heart of one of the culture and results. An additional major revenue models for the tech new force towards integration industry, it’s no wonder this is such is the rapid shift to remote work a high profile battle, now playing as a result of the Coronavirus out across multiple industries. The pandemic. Work and home used to vintage “green vs blue bubble” be separate worlds but they now iMessage kerfuffle between Apple occupy the same space, not just and Android seems trite compared physically but also mentally, and to the multi-billion dollar platform tech brands have been quickly war now waging across gaming, leading the way in how we adapt. streaming entertainment, music, smart homes and beyond. CUSTOMERS EXPECT FLUID EXPERIENCES ACROSS ETHICS & PURPOSE ARE BRANDED ECO-SYSTEMS GUIDING BRAND DECISIONS As tech brands deliver more Whether they compete with an seamless experiences to keep open or closed eco-system there customers in their worlds, the are still objections, as four major evolution from products to platforms tech brands (swap out Microsoft continues. Office 365 products for Facebook) were lumped tech companies are stepping up a global partnership to enable were rebranded , together to be interrogated by US by making proactive choices to contact tracing in a way that Google continues to refine their Congress, who argued tech’s power lead with ethics and purpose, often maintained privacy. Satya Nadella computing product portfolio under is limiting choice for customers. solving problems with, or even has described Microsoft employees G Suite and there are rumors of a The irony of US Congress grilling instead of government. Microsoft, as “digital first-responders.” Tech new “Apple One” bundled offering tech companies for their perceived Amazon and IBM were part of a brands are making these moves coming this fall, said to be “an anti-trust behavior, while also coalition of companies who refused with increasingly empowered Amazon Prime equivalent”. increasingly relying on their size to sell facial recognition technology dedicated ethics teams and and scale to help solve major to police until there are stronger greater transparency for more It’s good to keep current customers health, economic and cultural US federal regulations in place to accountability and faster positive happy, but major innovation and crises is a vivid portrait of our govern its use. As governments impact. Will ethical initiatives growth comes with the big moves times. Pivoting in some ways from struggled to figure out how to coming from tech brands that happen where brand eco- forcing consumers to make the manage Coronavirus tracking, themselves be enough or will systems overlap. Microsoft, a simple tradeoff of privacy for utility, Apple and Google announced additional oversight be required?

Best Global Brands 2020: Automotive 23 EMPLOYEE ACTIVISM DRIVES a role in raising the pressure on CULTURE AND RESULTS accuracy and ethics in social media. Major innovation and growth comes In the situations where company Mark Zuckerberg’s decision not ethics are controversial, employees to remove posts from President with the big moves that happen where are increasingly rising up to take Trump that some viewed as a stand for what they believe glorifying violence led to Facebook brand eco-systems overlap. is right. CEO influence is being employee protests, resignations and counterbalanced by employee a virtual strike. Employee actions activism. Workers are having a fueled the “Stop Hate for Profit” tech brands announced medium division and are finding ways bigger impact on not just the culture, movement, which saw brands term phased plans, Jack Dorsey to bring unity. Since integrated but also the strategic choices and boycott advertising on Facebook declared employees could work ecosystems are a given, brands that perceptions of these companies. networks with the goal of forcing from home “forever”. Remote create positive experiences at the Amazon faced several challenges change through financial impact. worker satisfaction has been intersections will retain and grow from workers on topics ranging from As Facebook shifted its policy and surprisingly high, with technology engagement and loyalty. With the long term climate change plans began labelling violating posts, often cited as the single biggest shift from shareholder capitalism to immediate decisions on staff some said employees had won the drawback. Tech brands have to stakeholder capitalism, brands safety in response to COVID-19. battle. Twitter, on the other hand, turbo-charged innovation to meet will increasingly be judged not just Whether it was due to employee as a result of ongoing debates the evolution in user needs and by earnings, but also by ethics. pressure or not, Jeff Bezos made and planning among employees the rapid increase in demand. Historically, CEO sound bites and a powerful statement in Amazon’s and leaders, moved more swiftly carefully crafted brand storytelling Q2 earnings call, telling investors to label or remove posts that Zoom has seen the highs and lows have driven the narrative; brands to “take a seat” and focus on the violated its code of conduct. that come with astronomical growth may now also enhance perception long term as he sacrificed short as it moved from a bit player to a by encouraging employee dialogue term profits to make immediate TECHNOLOGY ADOPTION critical service provider. From a and amplifying their voices. As investments in employee safety. DEFINES AND BLURS CULTURE maximum of ten million meeting professional and personal lives The rise of stakeholder capitalism ACROSS WORK AND HOME participants in December 2019 to continue to blend, tech brands will continues to ensure a broader set Twitter’s leadership also defined over two hundred million users 3 define the new culture of work but of goals are considered and met. new norms in how we coped with the months later, it evolved into more their impact is so much more. Their remote work transition as a result than just a work solution as “Zoom decisions can shape the global Employee activism again played of the Coronavirus pandemic. As happy hours” became a way to cultural conversation and their connect with friends. Zoom suffered solutions can help solve the social early on from “Zoom bombing” and economic crises we’re facing. attacks disrupting private calls and their network was tested again Ultimately, humans crave as they struggled to support the connection, and tech brands all incremental demand as students deliver that in one way or another. went back to school. Zoom’s simple Connection conquers isolation and open experience drove rapid and can start healing the divisions adoption but also contributed to its of racial injustice and economic security weakness. Twitter was not inequality that we’re suffering from. immune to challenges either, as they Brands are built to solve more than suffered from a hack that targeted simple tasks or rational needs. employees through a phone Brands are created to inspire us, spear phishing scheme and then and what could be more inspiring accessed celebrity accounts. Data than bringing connection to every security will remain a top priority human on this planet? That’s what as companies and individuals these brands have the power to do. continue to outfit homes with the The tech brands who embrace the tech needed to stay connected equitable promise of connection can across work and personal lives. truly make a difference, providing an opportunity for prosperity THE PROMISE OF TOGETHERNESS for all. Tech brands can bring us In this fractured world, tech together, and those who do it best brands are working to overcome will earn our love and our dollars.

Best Global Brands 2020: Automotive 25 05 GRACE DOLAN VP, MARKETING

+2% 62,289 $m The brand view: Multipurpose Tech →

n a year that’s accelerated technology and our dependence on it, what do you see the future holding for consumers and businesses alike? 2020 was a huge change and 2021 is going to be a responding Ichange. This year really transformed our relationship with technology. “The tech people The tech that we all wanted—our coveted gadgets—turned into tech wanted became the that we really needed to make daily tech people needed.” life happen in our New COVID reality. Tech made in-home dining easier; it Grace Dolan enabled distanced learning; it provided vital entertainment. Now, of course, many of us are hoping that we don’t have to rely on our technology as much as 2021 unfolds. But we’ve also come to a better understanding of the value that technology can bring to our lives.

Best Global Brands 2020: Automotive 27 Our living rooms and bedrooms the least. All of a sudden, we saw But beyond that, we had to rethink Look event on YouTube, so they became multipurpose offices and extraordinary demand for technology how we’d communicate. We had to would be easily accessible to all. classrooms and fitness studios. that made home life easier, and we adapt our storytelling e-commerce We got to present a range of voices, And that same thing happened to were able to support that demand. presence from the point-of-sale talking about everything from our our TVs. Part of the reason why materials that we had in stores. It innovations in AI and robots, to the industry saw such tremendous Chromebooks became crucial home went from traditional advertising, our new accessibility features and growth last year was because TVs learning tools. Smart fridges were a selling and building awareness, sustainability efforts. And speaking were being used for so many new one-stop hub for remote shopping to conversations about utility and personally, it’s nice to be able to purposes. We understood that shift and meal prep. And the vast majority value—to get the most out of the have conversations like this one and began to utilize new features of users said their phone product in your home. And it paid over Zoom instead of running from and capabilities to adapt to life at was their most indispensable device. dividends for us because consumers panel to panel around Las Vegas! home—and we expect people to were learning about these uses with retain that knowledge even when Now, we expect 2021 to call upon their current TVs, , At-home media entertainment we return to a more active lifestyle. everyone to be adaptable and agile. fridges and other products. They has changed and grown to be So, as we look ahead, we know We’ve also worked to support our began realizing that there were a central part of the home like whether people are at home or on consumers’ needs through our supply many more ways to exploit the never before. How is the go, they’re still going to want chains. In a totally unprecedented functions of their devices. taking advantage of shifting technology that makes their lives environment, our factories were able consumer behaviors at home? easier. That’s why we’re continuing to outpace industry expectations CES has gone online this year This year, we see an opportunity to introduce products and services for months—which is what allowed and is living what it always touts— to redefine the relevance of that meet that demand—by being us to deliver the tech that people digital transformation. How has television. People are using their flexible, so they adapt to each needed, quickly and at scale. the experience been different? TVs to help them work from home, consumer’s needs and passions, We saw this year’s all-virtual CES exercise, and connect with loved and intelligently connected, so they That reflects a truth about Samsung as an opportunity to communicate ones—on top of streaming and all work seamlessly together. that you can also see reflected directly with a broader group of gaming. 67% of consumers use in our product innovations: we’re consumers than ever. And CTA their TVs for video conferences Playbooks have been tossed out agile. When things change, we gave us the flexibility to embrace more than once a week; 57% of and rules rewritten. How did you can move at an incredible pace to formats that we believe appeal most consumers use their TVs to work and your brand pivot for success? adapt and bring consumers the to our audience. We livestreamed out in their living room; and 76% of We learned a lot in 2020, to say experiences they’re looking for. our press conference and First consumers enjoy gaming through

Best Global Brands 2020: Automotive 29 their TVs. We’ve been expanding together, we’ve gone from the breathtaking visual experience right experience the best it can be. our product portfolio to deliver age of entertaining ourselves to out of the box. And bigger screens There are all kinds of settings and screens for every need and passion. entertaining the entire family. And offer more possibilities. With our specs that competitive gamers like For example, many of today’s that has fueled an interesting trend: new Multi-View feature, you can to keep track of, so we’ve made consumers want their TVs to we’ve seen TV sales increase on both watch up to four different content them easy to access on our Neo express their style. So we’ve sides of the screen size spectrum— sources simultaneously. Maybe you QLED lineup. Game Bar lets players unveiled TVs that serve as stunning both 43’’ and below, and 75’’ and want to do a workout while video- quickly monitor critical aspects design accents for your home above. Why is demand for smaller chatting your running group; maybe of play—whether that’s switching with The Serif and The Frame. screens and bigger screens going you want to keep up with Twitter aspect ratios, checking input lag, up? Because people are adding while watching the news. On a 110’’ or connecting a wireless headset. We also know that with people secondary screens to different screen, displaying four pieces of investing time into improving their rooms of the house for various content is like having four 55’’ TVs Meanwhile, with the rise of ultrawide living spaces, they’ve sought out needs, and at the same time, maxing clustered together — so you’re not gaming monitors, many players flexible entertainment experiences out their living room setup to bring compromising anything by splitting are used to being able to see an that can take place anywhere in that cinematic experience home. the real estate among four sources. incredibly broad landscape when the home — or outside of it. So last That gives you an idea of how people they delve into a campaign or year we expanded the possibilities For ultra-large screen enthusiasts, aren’t just seeking out bigger TVs for match. So we’ve introduced Super of where you can watch TV with we recently announced the launch the sake of it — ultra-large screens Ultrawide Gameview, and now The Terrace and Premiere. of the 110’’ MicroLED. This is the literally change how you watch. gamers have the option to play not first time we’ve unveiled a MicroLED just at the wide 21:9 aspect ratio, And after a year where many model that requires no professional With a new slate of video game but even at the ultra-immersive of us spent more time at home installation, so you can get its consoles hitting homes in record 32:9 ratio. Our research found that numbers, what has Samsung been playing on your PC in a bedroom doing to support that gamer base? versus on your TV in the living room The world of gaming has been are totally distinct experiences. rapidly growing for years. One By bringing capabilities that were 2020 survey found that four out once only available on your PC to a of five people in the US identify as big-screen TV, we’re giving gamers gamers now! We’ve responded not more choices—so they don’t have to just with marketing efforts, but with sacrifice any aspect of the gaming new technological improvements experience just because they want to make their gameplay to enjoy it in the living room.

Best Global Brands 2020: Automotive 31 EDWIN WONG SVP, MEDIA INSIGHTS AND INNOVATION

The brand view: Value(s) Driven Insights →

onsumer behaviors have changed thanks to technology and so have brands’ responses to them. What are some of the consumer insights that you’ve Cgleaned over the past year? The pandemic has taught marketers “What’s deemed that quick response and context are critical. The economy, culture, essential has changed.” and society continue to change at a rapid pace. Our buying habits, Edwin Wong our communities, and our lives are extremely different from just 10 months ago. And there’s new evidence that the consumer has come to terms with permanent change. Early on in the pandemic, based on research from our teams at Vox Media, we saw roughly 10% of consumers believed the shifts in

Best Global Brands 2020: Automotive 33 their new routines were permanent, to combat COVID-19, they began and restaurants to be essential. and cinema driven by our sacrifices while a majority said the changes to label the places we frequent as and hardships from this time. were temporary. But by August, “essential” and “non-essential.” With a bevvy of areas considered we saw a complete flip—68% said Grocery stores, big box retailers, essential, the real story is how We are also starting to recognize they would keep their new routines. and drug stores were labeled consumers are expecting evolution that the value economy will Interestingly, 80% felt positive essential, while small businesses, and changes to a new marketplace become the value(s) economy... about this change, but believed salons, coffee shops and restaurants and business models coming out of I believe we will continue to see society had also changed forever. were labeled non-essential. the pandemic. The implication is our consumers hold brands accountable need to rethink the use of the word in 2021 and beyond. In a recent white The term essential has However in a white paper we essential. Forsome, life is not just paper published with Kantar, we begun to change... recently partnered with Kanter functional, it also has to be beautiful, found that over 60% of respondents What has been labeled essential on, we found that nearly 90% of expressive, and experiential. The expect brands to be involved with is not what consumers think of as consumers found small privately- new “roaring twenties” will be an causes related to healthcare. We will essential. As the government worked owned retail stores and shops explosion of music, art, dancing, see how a brand’s action can impact

ESSENTIAL, YES, BUT ALSO PIVOTING VARIABLES THAT WILL DRIVE FUTURE PURCHASE Base: Those who find these sectors “Essential” Q: Thinking about your next retail purchase, how important are the following qualities in making your decision? Very/Somewhat Important Shown: Essential, keep Essential, but most pivot into Gen Pop Vox Media Reader Not Vox Media exactly the same new business models

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Best Global Brands 2020: Automotive 35 its bottom line, as when asked what’s changing audience needs, and as optimization, and product. But changing and what our audiences’ driving purchase decisions, 70% we see audiences hold brands more during the pandemic, we saw how expectations are from us and brands. of audiences find it important for a accountable, we’ll hopefully see insights could help us understand brand to treat their employees fairly. brands align their marketing spend what our audiences expected We’ve surveyed our audience this to channels and partners that align from both our editorial networks year to understand their perspective Two-thirds of consumers believe to their values as a company. The and our brand partners in the face on the Black Lives Matters it will be much more important for brands that are actually focused of unknown circumstances. movement and their expectations of brands to impact socio-cultural in on some of those things, as brands as consumers look to drive causes in years to come. Audiences an experience, whether digital The insights function is moving away action and create lasting change. want to support businesses that are or not, are the ones that actually from being micro to macro. We are We’ve looked at consumer trends “making a difference” in spaces like are going to end up succeeding. less focused on product features and how audiences are shopping, healthcare, education, and poverty. And I think that’s why it’s been and competition differentiation how the pandemic adjusted routines They have greater expectation of so fun to understand consumers because we need to redefine and rhythms, how our audiences are brands to be involved in building through the lens of insights. and reorient whole categories. consuming content, like podcasts. a more sustained, more inclusive, and more just world. They are Nothing is the same as it used We have 13 editorial networks and We share all of these insights (see looking for a return on community to be in many ways. How has the audiences that tune into our content all our 2020 work) regularly with rather than return on investment. team at Vox Media responded across nearly every platform – across our brand partners and internal to such seismic changes? streaming, podcasting, social, teams to help them navigate these In 2021, we will see brands continue Much of the insight function digital – so we are able to help our unprecedented moments, as to look for flexible partners as has traditionally been deployed partners and our internal teams audience behavior is shifting quickly. they need to adapt quickly to to incrementally impact traffic, understand how behaviors are

MENTAL HEALTH & WELLNESS PHYSICAL HEALTH 66% 64% of our audience indicated they wanted to do more of our audience indicated they wanted to do in 2021 to improve their mental health/wellness more in 2021 to improve their physical health by selecting at least one of the following: by selecting at least one of the following:

Best Global Brands 2020: Automotive 37 What are some exciting new Digital media has changed most consumers. 75% say online developments that you’ve seen and will continue to change for content has become a source come out of CES this year? What are years to come, especially as of comfort since the pandemic your takeaways from CES now that the paradigms of at-home and started. 68% say they’ve become it is a digital conference instead of office work continue to shift and more reliant on their mobile the larger-than-life physical one? influence consumer behavior. devices. 63% say the pandemic I know our reporters, especially those How does Vox Media envision it made them realize they spend at The Verge have been covering will evolve in years to come? too much time on social media. closely all of the big news to come We’re seeing a number of out of the event, in a much different consumer behaviors and trends For the most part, content forum than convention centers. It’ll in digital media accelerated by consumption was around the pillars be interesting to see how an event the pandemic. a lot of which our of self-improvement and escape. A that relies so much on an experience business is prepared to capture. bifurcation of media into what we where audiences can see the product know as the “Truth versus Fantasy in person will pull it off entirely online. One is streaming, as audiences shift Spectrum”. We saw a 60% increase to watching more on channels like in time spent on news, but also a On the tech and gadget side, I’ve Netflix, Hulu, Disney+ and the rise 75% increase on escapism content. we are still young in mind. Like been interested to see what comes of legacy media companies shifting In the Reality truth spectrum - we children, we still don’t understand out of the healthcare sector. As a strategies to more on demand wanted things to be complete truth decorum, perspective, and larger number of consumers will content. Arguably more than any in our media - fictional no-nonsense we thrive in bully behavior. continue to be at home, looking other publisher, Vox Media has been news to give us answers to important for ways to work the mind and the successful in this space. We have questions. In our Fantasy truth We’ve done some fascinating work body will be critical. In fact, in our partnerships with nearly every big spectrum - we wanted complete on the changing important role of latest study, “control, activity and streaming company, across Netflix, escape like Polygon’s guide to Animal news that you understand, not just resiliency” are key themes for our Hulu, YouTube and will continue Crossing’s Toy Day guide during news you watch. We’ve studied how users in 2021. They want to manage to grow the Vox Media Studios the holidays or, Vulture’s what to consumers on Vox are reacting to their minds more than their bodies, business with big ambitions in 2021. watch on the next new streaming systemic racism around the Black invest instead of save, and be the platform, or even the best items to Lives Matter movement and even positive change even when there Another is ecommerce, as analysts shop right now on the Strategist. the call for Equality through Equity. are challenges. Lastly... someone say shifts from in-person to digital give me a drink because dry January retail are accelerating by as much What are some of the most We did all of this while trying is no longer a thing in 2021. as five years. At Vox Media, we are interesting customer insights to practically help marketers prepared to capture that spend, have you gleaned this year? understand a time that was simply I imagine a number of companies as we have a strong and growing I’m reminded of my favorite article UNIMAGINABLE. It’s been the will be looking to make timely affiliate commerce business across from Sam Lessin of The Information most interesting of times to be in pitches in this space. We know a number of our networks. The who wrote about “The Escalating insights–in literally the worst of wellness is top of mind for our Strategist – New York Magazine’s War Between Physical & Digital times. As we break out back into audiences so I’m sure this is a pitch ecommerce site – saw major growth Realities.” He spoke about the the real world in 2021, we will have companies will make this week. in 2020 and we expect it to continue destiny of the internet to integrate to keep close to our consumers with its ability to drive shopping into the physical world. However, to understand how the last 12- Technology and gadgets are behavior with its unique experience COVID-19 has forced many of us 14 months will change an entire becoming core to so many of of curation and discoverability. to leave our physical selves and generation of people and shape our lives, as we continue to work communities and take arms in new realities and new industries. remotely. As gaming as a category These shifts were already under building up and defining ourselves has been exploding, which way, but because our business in digital spaces and places. The virus changed society and put our network Polygon has been is diversified and built to reach into question the very fundamentals following for close to a decade, audiences based on where we I find what he proposes to be of “normal” that we’d all come to we expectedly saw a number of see consumption and behavior profound. He posits that the unthinkingly accept and expect, but announcements in the gaming space changing, we’re optimistic about two worlds are fundamentally despite the disruption, the pandemic as consumers become more savvy the future of our business. incompatible. Resolving conflict also created a opportunity in setting up their gaming space. between them is impossible, for us to see how our audiences One that can double as a good On the research side, one thing which will make it harder for were reflecting on their lives and space for working remotely too. we noticed quite early on is the people to coexist in both worlds. looking to potentially reset them. importance of digital media for In many respects, as a society

Best Global Brands 2020: Automotive 39 57 RAJA RAJAMANNAR CHIEF MARKETING & COMMUNICATIONS OFFICER AND PRESIDENT, HEALTHCARE BUSINESS

+17% 11,055 $m The brand view: Agility in Security →

ustomer behavior surrounding finances has changed dramatically this year. What are some of the changes that you’ve seen and what has CMastercard done to empower customers to use Mastercard “This is a moment technology in the past 12 months? First and foremost, many of our to serve, not sell.” customers are under severe revenue pressure. When you Raja Rajamannar look at payment products, unless people are spending a lot, we don’t make our money as well. So, in that situation, there’s been a tremendous pressure on revenues across the ecosystem. It was more pronounced in some sectors, like the travel, hospitality, car rental sectors but on the other hand,

Best Global Brands 2020: Automotive 41 Technology is everything, everything is technology.

message was coming from what How did Mastercard pivot to think company. Therefore, we had to differently about the brand story? carve out a very different path for About two or three years ago, I ourselves because these topics started a risk management function are relevant. You cannot be silent within marketing whose job it was to about them, you have to speak up, identify what all the risks are for the take a stance and more importantly, office. We mapped out everything take some action. We started with under the sun including cybersecurity some significant concrete steps risk, data privacy risk, compliance to help small businesses: like risk, reputational risk—the list goes creating a fund of $250 million for on and on. This allowed us to have small businesses; we set up an a contingency plan for each risk if it objective of bringing in roughly 25 materialized and thank god we did. million women entrepreneurs into Because of the contingency plans the financial system; as well as laid out by the risk management supporting a substantial number of team, we had all the building blocks there have been some categories that our clients didn’t feel like we black entrepreneurs. Some of our in place. It was a seamless transition which have gone through the roof. were trying to sell them anything. support to small businesses include, to go from the physical experience to Things like home improvement, There are times to sell and there free cybersecurity services for the the digital. As a result, we had some e-commerce, home deliveries, are times to serve and this was whole year. Unfortunately in hard of the best employment satisfaction streaming services—all the usual a time to serve. When we stick times, small businesses are attacked scores we’ve ever recorded. suspects. But what we’ve also with our consumers during the because they are seen as vulnerable found is that customers don’t troubled times, they will stick with — this is something we’re working Those contingency plans also laid expect you to go dark. I realized us during the good times. With to stop. And we tried to destress out how we would pivot if travel was that during these times, particularly this philosophy and approach our own employees too. Our CEO to freeze up, which it did. Instead when your customers are living we have seen a phenomenal at the time Ajay Banga said in a of a flight, we have a number through a time of stress and crisis, response from our customers. global employee webcast that of value propositions which are they really appreciate you. This is a nobody at Mastercard will be laid centered around travel. We created trust building opportunity between However, we also had a tremendous off in 2020 due to COVID-19. That auxiliary value for these products the client and the customer. That amount of pressure on us as far as was a humongous factor to help by giving offers and discounts and was something that we really marketing dollars were concerned. employees feel more secure in their promotions in other categories like started focusing on. We’d call This was happening because we lives, because whichever way they groceries, online purchases, and our clients and check in on them were seeing so many brands talk look, they’re seeing people lose their home deliveries. So, from the point to see how they were doing, was about the same thing, whether jobs and we wanted to assure them of view of the bank, the merchant, everything okay, was there any that was Black Lives Matter or that that wouldn’t happen to them. the life partner, whoever it is, we have way we could support them. And frontline healthcare workers, Ultimately, our strategy, mission, been really trying to play around to make sure that we followed which made it more difficult for and objectives don’t change, and with the variables to make sure through. We also needed to ensure the consumer to recognize which we are there to support and serve. that whatever their travel benefits

Best Global Brands 2020: Automotive 43 the unique patterns of your body, and trying to see how we can bring whether that’s your heartbeat or those experiences to life. We have your sleep patterns. They are as developments in AR and VR to unique as a fingerprint. It therefore give you a much more immersive becomes a biometric authentication and interactive experience or modality that is embedded inside digital experiences at home. Those the device. So we foresee areas manifestations will constantly keep around authentication and digital evolving and we feel that we know identification becoming very big. exactly where we are going.

Eventually—and I think we’re Even our new incoming CEO, starting to see the first waves of Michael, has been at the company this—payments are starting to move for 10 years so everyone is on to the background in a very non- the same page. We’ve all been intrusive way. Like the new Amazon indoctrinated into the Mastercard Go stores where you walk in, pick way and the Mastercard strategy. up what you need, and walk out. No So, he’ll take the baton from Ajay active payment needed. It happens and pursue the solid direction frictionlessly and extremely easily that we are on. We’re no longer without any action on your part. just a payments company. We’ve expanded into bank-to-bank Does that change the way that transfers and blockchains and the brand needs to show up? other areas that move us beyond I think so. We’ve already started just a card payment company. And were, they were being compensated we can. If you look at the bigger talking in a completely different way Michael has been at the forefront with what mattered to customers picture, we are seeing an increase than we used to seven years ago. So of that and an integral part of it. now. Some of our events like, like in contactless penetration and the we pivoted to experiences because Champions League, we had to use of digital payments. Ultimately, we feel that priceless needs to be At the end of the day, everything convert those digital assets and we all benefit. When everyone is tangibly experienced, not just in the we do is absolutely embedded in make them available to our partners joining the fray, all of the tide rises, philosophical abstract sphere. You technology. Cutting-edge technology so that they can actually make it and the boats rise with the tide. So, need to bring it to life. Irrespective of is the root of every single sphere available to their clients, so we had our main competitor aren’t other which device you’re using and which that we operate in. The companies to constantly keep an eye on not financial payment systems but cash kind of payment mechanism that you we buy are born and bred tech letting the consumer lose interest or non-digital forms of currencies. are adopting, you as an individual companies. We’re heavily investing or lose a perception of value in the have passions. You’d like to have in these areas because we know that product that they have with us. Mastercard has been a pioneer unbelievable, priceless experiences they are going to define the future in many of the fronts, from sonic in the areas of your passion. in our various industries. So, we’re There’s been an explosion of branding to contactless payments That doesn’t change that’s very very much a technology company payment services of late. What’s enabled by technology. What’s fundamental human trait. And we delivering technology services your sense as to where the payments the next frontier in terms of where tap into those because that doesn’t enablement. But as a brand, we are category is going? Do brands need payments will be embedded? change. On the other hand, we’re a lifestyle brand. It’s an interesting to respond to and evolve to the Payment capabilities are being staying ahead of the technology dichotomy to say the least. newcomers in FinTech? Or are you embedded across multiple going to always be a complimentary touchpoints. We launched a partner to those sorts of services? biometric recognition program three Firstly, we continue to partner with years ago where you look at it then companies from Silicon Valley and/ you wink it will recognize you. But it or FinTech companies. We benefit would need a real three-dimensional when the category develops and presence of a human—if you tried also it gives us direct revenues. We to do it with a video, it wouldn’t do it across the board, whether it is accept it. So, the ways in which large or smaller companies, we have we authenticate payments is really partnerships with them and enable evolving. We recently invested in them to succeed in every which way a wristband company that tracks

Best Global Brands 2020: Automotive 45 BOB PURCELL CEO

The brand view: Sustainable Led Logistics →

obility is evolving at a rapid and exciting pace. What will the future look like for consumers and business alike? The industry is seeing massive Mimprovements in EV technology, from solid state batteries to “Don’t think of us as a autonomous driving. In the commercial fleet industry, our EV’s truck company, think of us have even reached price parity with traditional combustion powered as the solution provider of vehicles—opening the market for companies to make impactful sustainable urban logistics change, while saving money. The linking trend from all these for the cities of tomorrow.” advancements, is an advancement towards healthier cities. We finally Bob Purcell have sustainable environmental solutions without having to compromise cost efficiency.

Best Global Brands 2020: Automotive 47 The result will be cities with solution to sustainable and low- that mission. From working from our vehicles down to the route level, clean air, quiet neighborhoods, cost commercial delivery that will anywhere, to finding new ways so that our customers get exactly and less congested roads. result in more livable world for all. to engage customers early in our what they want without having to People everywhere will be positively developments so they are part of pay a premium for unnecessary impacted by the adoption of EV’s What are some exciting new the solution. We don’t just make features. We even provide real- and we’re proud to help companies developments that you see electric trucks; we sit down with time telematics with our vehicles, across the world electrify their fleets. applicable to your business sector our customers and create a tailored so that our customers can further this year? What is redefining solution for their commercial fleet customize route optimization Electric Vehicles are growing in mobility as we know it? needs. Human connection is more and make sure they get the most consumer, and more importantly Electric vehicle technology has finally important than ever, and at VIA out of each charge cycle. for the climate, business use. become affordable for commercial Motors, we work together with Frankly, it’s an era of rapid growth At VIA Motors, we focused on the fleets, and companies are only just our customers to create electric for electric commercial vehicles human factor for commercial fleets. now realizing that an electric fleet fleets for the cities of tomorrow. and you will find many new as The driver, the fleet manager, the is within reach. It’s already begun, well as existing players finding person accepting a delivery—All of but I think you’ll see a huge influx What does the future of logistics an appropriate space in providing these people stand to benefit from of Electric commercial vehicle look like to VIA Motors? Who customers sustainable and cost- a tailor-made commercial EV that’s purchases in 2021. It is a true change are the competitors and players effective solutions with electric built with their needs in mind. to the industry and the growth and to watch for in 2021? commercial vehicles for logistics. We sit down with our customers and effectiveness of last-mile delivery Efficiency and optimization will As companies and cities electrify analyze the routes their fleet will will be enhanced and enabled with reach never before seen levels. At their fleets, our air will get cleaner, take and create an EV that’s been Electric commercial vehicles. VIA Motors, we use advanced virtual our neighborhoods quieter, optimized for the exact route and testing environments to optimize and our cities will thrive. payload specifications needed. That What lessons has VIA Motors learnt way we can deliver an EV at a lower in 2020 that it thinks it will carry on cost and our customers get a road into the new year and beyond? proven EV with lower maintenance Our team is dedicated to creating and increased operating time. sustainable solutions for fleet We don’t see ourselves as mobility. This past year we marketing electric vehicles. Rather, have all learned new ways to we market ourselves as a full accomplish our goals and fulfil

Best Global Brands 2020: Automotive 49 JEN WONG COO

The brand view: Authentic Communities →

echnology, and especially media tech, has immersed everyone’s lives this last 12 months more than ever. How is Reddit going to market and have you capitalized Ton the fact that everybody is so much more reliant on technology? “It’s about how It’s funny, if you were to designe Maslow’s hierarchy of needs right passionate communities now, I really think the internet would be at the bottom of the pyramid drive action. That’s always [laughs]. It used to be friends and family and creature comforts, been our story. It’s rooted and now it’s just a good Ethernet cable. So, I think that’s certainly in our communities.” changed. What’s happened over the last year has required people Jen Wong to adapt the way that they get help, collect information, make decisions, make purchases.

Best Global Brands 2020: Automotive 51 The whole cycle of the path to Have there been any fundamental purchase has evolved tremendously changes on the platform to over the last year. We saw on Reddit accommodate these shifts? Are that when the pandemic started in they happening organically on March, nobody knew anything about what was already there, or did this virus, just a complete absence of you implement some changes information. Where do you go? Well to meet these new habits? there’s not a lot of places to go. What The only thing we did is, because of you ended up with was people going COVID-19, we did put a banner on to the community, r/coronavirus our site as basically a public service to get information and at least sift measure to let people learn more through the trickles that were coming about COVID-19. But other than that, in from around the world. I think what the tools and the shell were already you saw was that life changed on a there. The content sprouted up daily and then weekly basis. All of organically to respond to all these life these new needs came up on the needs. And we’d built the live video first day of quarantine. Whether it platform actually a year ago with while becoming a higher net promoter quickly, we were in very close touch was school care, working from home, people already using it. But we saw and higher value customer because with our partners to provide those needing some toilet paper and bread a huge surge in usage. The barriers of their knowledge, enthusiasm, micro insights every week to make or needing a haircut or having to come down to people just popping amount they spend, and sharing that sure that they were in sync with how cancel a wedding, it was all very new in half an hour of music to have an information. And what’s cool is that people were evolving their thinking to us. But life is trying to continue. amazing present experience, leave those people often come back to and their mood and their feeling. So people went to communities and come back. And that’s the change Reddit to talk about their experience to respond because it’s about real we saw. We also saw the organic with the product or service. It is fascinating, how much has people with real experiences with path to purchase evolve. Clearly changed, and people are having the same issues solving the same e-commerce has become more So many marketers and advertisers to sort of reinvent and reimagine problems. There’s kind of no place important. I haven’t been to a store in struggled during that time to everything about their customers. else you can go to have that. And a year. I basically spend all my time understand customer behavior. All Their base changed on a weekly it responded so quickly. We saw a opening boxes, taking things out of the previous behaviors had to be basis. From your own marketing huge spike in our traffic, and we saw boxes and recycling boxes. Through thrown out of the window. People perspective how have you the retention of that spike which things like Reddit communities, social started from scratch. Did you find approached that differently? Do you made us think that people really find friends, you saw that people were no that advertisers were desperate to go to market yourself and telling the this helpful. And now it’s become a longer going to a store to touch, feel, learn what that path to purchase story of Reddit differently now than part of their information gathering talk to somebody about the product. looks like since you had a much more you did a year ago or 15 months ago? part of their life. The other thing Instead, people were talking to other heightened interest in analyzing that? The story is always the same. It’s that we saw is people being isolated people who really went through At some point we were sharing about how passionate communities and being willing to spend time with the buying process and had a real insights, certainly at the beginning drive action. It’s rooted in our strangers just to share presence with experience and Reddit facilitated that of the pandemic and throughout communities. That’s, that’s always other people, even if it is digital. For conversation. It was a true community. the year on a weekly basis with our been our story. It’s rooted in us it’s our broadcast live experience, You have people search for things that partners because the evolution was communities. But what’s changed where you’re in there with other they’re interested in but it’s a closed so quick. It was to inform, not just is that we were able to do some people and somebody’s drawing, loop within Reddit because they make the changes in the path to purchase research to show its outsized role or playing music, or whatever. You that purchase, they come back and but behaviors to inform the creative in consideration in the path to can interact with these people they review and they talk about it. factor. For three weeks in in March, I’d purchase. Those stats will form a about their drawing, and about And when they make that purchase, say humor was not allowed. And that’s partnership with fertile analytics their music, maybe they’re taking they have incredible conviction pretty severe on a place like Reddit, that I think has really allowed us to requests. You have an interaction because there’s so much trust. They which has a lot of memes and humor. make the story even more credible happening all of a sudden that end up doing a lot more research And the advice that we gave workers with numbers so people can start feels present and alive. People which makes them informed. And as was. It is not wanted”. But then it to quantify the ROI, which is really are taking advantage of that more a result, they’re looking at two times came back. There was a moment significant. When you see those than ever. It just broke down the the number of brands. And then what when it was very welcomed because numbers, strategically I think what barriers and let people really connect happens is they make their decision people were ready to laugh again. And it’s done is solidify for marketers that and have a moment together and really fast—almost nine times faster. you could see that. During that time, Reddit has a role to play in this space. we think that will continue. And they also spend more money because things were changing so That’s incredibly valuable to us.

Best Global Brands 2020: Automotive 53 So, what’s next? What are you totally honest, it’s kind of hacked excited about in terms of future [laughs]. People might be having innovation for Reddit as a brand? a discussion using the tools, but Well beyond the collecting information they’re not e-commerce leaned-in about a highly considered purchase, tools. I do think we can have a feature we haven’t taken advantage of that set that enables that experience to from a targeting basis. That is an be richer. So, we’re exploring that but opportunity for us. I think that’s what don’t have any definitive plans yet. drives performance. That it has the contextual experience of search and There’s lots of analysis of the the intent of search but in a content differences in generational shifts from kind of environment which I think is Gen X to Millennials and Millennials valuable for the brand loyalty. Once to Gen Z. How are younger users you get the information, you make the using the platform differently than purchase with so much conviction, their millennial counterparts? you come back and you become I think younger audiences lean in a fan, expressing your experience more to the visual formats. That’s with it. You turn into an advocate, where we see a lot of engagement which is very powerful. What we’ve around video and live streaming. been seeing is people going from There’s just more comfort in turning zero to advocate on Reddit in a way a camera on yourself or turning a that they don’t on other platforms. camera on and posting that. That’s What’s interesting is that we’re the probably the biggest difference. only place where you can actually But Reddit has been around a long The other thing is that we’ve had This year and the last couple of see the whole thing happen. If you time and we have a bell curve of incredible organic growth over the years has seen increased scrutiny think about a search platform, they’ll users—maybe 50% are aged 18- last year. We’ve shown marketers on social media platforms in see the search, but then they don’t 34. People are really in this mindset the rise of communities. We’ve general. Have you had to think actually know what happened after of discovering things and that been around for 15 years and we’ve about the Reddit brand differently? that. But with us, you can see how happens when you’re an emerging grown organically the whole time. Our mission and values have that person expressed themselves adult. You’re thinking big questions We were big before 2020 but the been on the same route and been after that because we have both like “Who am I? What do I believe? value of communities has increased consistent for the past 15 years. the content and the intent, so we What am I interested in? How do I since then. And you can see that And that’s to bring community and see the full piece, which I think is find other people who might share in our traffic growth. It’s up 44% belonging to the world. We have uniquely powerful for our partners. that interest, that philosophy, that year-over-year and at 52 million daily core values on our platform like life experience with me and help users now. That’s so powerful. In transparency and authenticity and You recently acquired a video me become who I am or learn more terms of our marketing, we’ve never user control over data and identity platform, Dubsmash. Are about this?” That’s usually when actually done any marketing. We’ve and privacy. Those remain the acquisitions going to be a big part we see people come onto Reddit. always done things organically. We same and nothing has changed of the future of growth for the That’s when they discover us, actually did our very first consumer on that front. What I think you saw business and for the brand? and it has this incredible impact marketing campaign in 2020, which this year though was seismic shifts We’re always looking for opportunities on their lives. Then if you think was around a campaign dedicated to across tech and social media, but to accelerate our strategy and about your life, you go through all voting in the US. Voting is a value of Reddit was pretty quiet. If you Dubsmash was really exciting for us. these different life stages. Your ours and we’re a very mission driven look at the election, it was pretty We certainly have the capital to do it. identity changes. You’ve become company. Because it was such an quiet on our platform relative to a spouse, a parent, a homeowner, eventful year for Reddit, we ended some of the other ones. And I think E-commerce is going through the roof. a car owner, a pet owner, maybe up investing in two pieces of creative that shows the great work we’ve We’re all living and buying online now. you’re deep into football, then you to talk to our community. And done over the last couple of years What have you done to take advantage become a gardener, then a baker. there were lots of thank yous and on policy, moderation, and other of that? How are you enabling a All of those things come up and appreciation to our community for areas of that ilk. So I believe that different play in e-commerce? that’s when those people come being amazing this year by showing Reddit is actually in a very good A lot of people are going down to back to Reddit to spend their time off their stuff and helping each other position because of how quiet it product level, purchase decisions on Reddit as these attributes of out. It’s pretty powerful stuff and it all was during these tense moments on Reddit. We see it a lot. We know their interests and personalities uses content from the community. across the media landscape. we drive a lot of leads there. To be continue to express themselves.

Best Global Brands 2020: Automotive 55 27 ANN LEWNES CMO, ADOBE

+41% 18,206 $m The brand view: Kindness as a strength →

ow do you think people’s expectations of brands have shifted in today’s anxious world? Adobe has always had a mission – we create products that empower Hpeople to change the world. And that’s obviously never been “We create products more important than today. However, in addition to making that empower people great products and continuous innovation I think employees, to change the world” customer and investors are looking for compassion, transparency, Ann Lewnes equality, focus on sustainability practices, and a commitment to creating lasting change. Adobe’s always been that kind of company.

The anxious world, I think, is a very good encapsulation of the

Best Global Brands 2020: Automotive 57 our creative community thanked their We want to give personal heroes – essential workers – everyone a platform to on the frontlines of the COVID crisis. Every company is now committed elevate their voices to diversity and equality. That was always our way, but every company has realized this is absolutely a mandate. We are focused not only on diversity and inclusion but giving our community – our creative customers in particular – a greater voice, especially underrepresented minorities. We want to give everyone a platform to elevate their voices and celebrate their creativity.

Companies have to have to really think hard about how they can connect with their customers in a meaningful way. Adobe Summit on March 30 was crazy – we had to basically take a 30,000-person event virtual, but in the end we challenges that we and every other And equally important, we’re really had almost 500,000 tune in. company are seeing, from COVID, dedicated to keeping customers to racial injustice, to global warming going and making sure that This week is Adobe MAX and we’ve and disastrous fires. Throughout businesses continues to thrive pulled out all the stops and making the pandemic, we’ve been really during this time. We’re helping that fabulous, because people are focused on employee wellbeing, and creatives so that they can sustain sick of really bland Zooms! It’s 56 as the pandemic continues that’s themselves during this period. hours of content and dialogue, becoming even more important. We’re helping governments stay featuring creators such as Stanley connected to citizens. We’re Tucci, Wes Anderson and Ava We’ve introduced new wellness helping students and educators DuVernay. I think it is going to be, and mental health programs like; – remote learning is not easy. hopefully, the best event that’s flexible work hours for employees been done to date, because people needing to take care of children The next generation is really really want to connect, brands or parents; every third Friday important to us, because we believe really have to connect, and they off for all employees, because creativity is a 21st century skill, so we have to try really hard to do that. people really need personal time; immediately provisioned 30 million and we have a very generous students with free Creative Cloud When it comes to big issues, what stipend for home office set-up. subscriptions. We have daily creative should your role as a brand be – how First and foremost, every lessons that are livestreamed, we do you decide when to take a stand? company has to focus on have digital coloring books. And we Culture has a lot to do with it. keeping their employees safe, had a wonderful campaign called We’ve always been very committed productive and healthy. ‘ Heroes’ where members of to equality and sustainability.

Best Global Brands 2020: Automotive 59 trying to help underserved kids, in Billie Eilish, Marshmallow, and it’s particular, get access to technology. great for creatives to be able to put work in front of people like that Not enough is being done to and showcase their work to the appreciate and celebrate creators world. That’s the kind of thing that that may be different from us, is really keeping people motivated. regardless of race, ethnicity, sexual orientation, gender, and ability. How does the brand help Adobe’s focus on Creativity for All is people adapt, personally and about elevating creators, so the world professionally, in the context of can see and benefit from diverse what’s happening to all of us now? perspectives. Adobe partners with What we’ve seen is the most organizations and companies that tremendous surge in creativity, and share in this vision; we work with whether it’s photography, video Sundance, where we have a women’s or illustration, we are at all-time fellowship for female filmmakers, highs, in terms of people wanting to we have the Ignite program of create work and sharing that work. Sundance, which is for young Creativity is truly helping us cope. creators, we’re doing a partnership But we also think about long term, with the New York Times to celebrate how do you make creativity more female creators, and we’ve created interwoven in everyone’s life? That is Immigration is another issue that Make no mistake, we’re going to our own program called diverse absolutely critical. And that’s why we we’ve really had to speak out against. get pushback from some people voices, giving greater opportunity invest a lot in helping kids be creative And we don’t pay lip service, we on any issue that we speak out to underrepresented groups. – self-expression is critical. Creative really act. And that’s important to us. against. Every brand has to be thinking is important for everyone, transparent. But action is the way We have a creative residency program, in order to be successful in whatever But that said, I don’t believe, and that you really see movement. and we have a creative fund to provide career they choose. So that focus on we don’t believe as a company, that financial support for creators. Right young people is super important. we should engage on every issue. You’re founded in creativity. now, people are struggling, the Our practice and our strategy has What kind of impact can creative community is struggling. What are some of the trends or been to act when our business and creativity have on the world? Being the leader in creativity, we themes that you’ve seen emerge, our people are directly impacted. We believe creativity has tremendous have a responsibility to help creators. that you think will be with us in We spend a lot of time thinking power to create change in the There’s never been a time where the future? Not just as immediate about which issues we should speak world. It has the power to unite us, creativity for all matters more. And reactions, but things that are going to out against – and then act upon, we’ve seen that there’s never been part of that is really bringing people become built into how we behave? because that’s the big difference. more creativity than there is today. together. Adobe has really successful Small and large kindnesses are I think it’s helping people cope. It’s creative challenges, we ask the everywhere today. Despite how You can sign a petition, but what inspiring people. And it always brings community to create work, and then grim the world is, I’ve seen so much are you really going to do? us closer together. But now, more showcase it to the world. We team kindness. And I hope that lasts when Companies should be focused on than ever, one of the issues that has up with amazing celebrities and we go back to the rough-and-tumble. speaking out on issues that they’re emerged about creativity is that it musicians to put out a brief prompt, Sometimes those good things that going to do something about and needs to be more accessible. And and people create incredible work. happen in bad circumstances wither put programs in place to support. that’s why we have a lot of programs We’ve worked with Lady Gaga, away, and I hope that doesn’t happen.

Best Global Brands 2020: Automotive 61 65 VIKRANT BATRA CMO, HP INC.

-11% 9,740 $m The brand view: Pivot to positivity →

t’s an anxious world at the moment – from Covid-19 to climate change, political instability to racial tensions, and #MeToo to Brexit, there’s a lot to deal with. How has your brand reacted to any or all of the above situations? IFounders Bill Hewlett and David Packard are quoted in the book “It is time for brands ‘The HP Way’ as saying: “the biggest competitive advantage is to step up and focus to do the right thing at the worst time.” This is in the DNA of the on the right things” company, for the 80 plus years since Bill and Dave started it. Vikrant Batra We have operations in more than 170 countries so we could track the response of the company from when COVID-19 started off in China, then started to spread across regions. Then in May the death of George

Best Global Brands 2020: Automotive 63 We mobilized as an employee community, and as a brand

When you talk about customer difficult to get through corporate centricity, what better time to approval processes. How do you make your employee the customer get minority-owned businesses to and say, “how do we actually be part of your list? We’ve been take care of this employee?” looking closely at those policies. Our employee engagement scores went up, our attrition And with service vendors and has gone down and retention is channel partners, we’ve really been high. So that was big for us. leaning in on the third pillar which is local and national governments. On racial equality, we set up a very We’ve been locally partnering extensive taskforce on racial equity. with the police department in Our CEO asked me to lead that Houston, where we have a big taskforce, in addition to being CMO, site. We’ve brought the police and I’m leading that with a strong chief in with employees to go over group of people and we have been what needs to happen – how does working immensely hard on our this community get better and internal people pillar. Our metrics stronger? We’ve also held internal are: what do we need to do to from a Racial Equality Town Halls every hiring standpoint, from an employee month to host a dialogue and rally engagement standpoint and from our employees around change. a people development standpoint? One thing you quickly realize is Describe one high-profile action that the most important pillar is your brand took in response to one Floyd impacted everyone not only in We gave each employee resources to employee experience – you can hire of the above situations. What led the US but everywhere around the build out their home offices. We had people, but if they do not feel they to that? And how has it enabled world. So, whether it was COVID, completely flexible work schedules belong they aren’t going to stay. you to progress – or survive? or the importance of racial equity and formalized those processes. So we really started looking at root Gavin Newsom, the California and eliminating systemic racism, causes and what we need to do. governor, just signed bill AB979, we mobilized as an employee We also set up something called mandating all California companies community, and as a brand. HP Spirit, where we connected Then we started extensive work or companies headquartered employees on Zoom to host global with procurement and service in California to increase board When COVID struck employees dance parties, movie nights, cartoon vendors. A lot of big companies diversity. It was something we’ve were our first priority, as it was for character drawing for kids. We have don’t make it easy for minority- been busy working on and were everyone, I’m sure. Credit is due our own HP health team too – our owned businesses to work with pushing for. In fact, Kim Rivera, to our HR teams and our business doctors and clinics are doing mental them. If you’re a small startup and our President of Strategy and teams across the world – the work health, meditation, and overall you don’t have a lot of money in the Business Management, testified in flexibility just happened immediately. wellbeing sessions around the world. bank or a lot of scale, it becomes front of Congress on this topic.

Best Global Brands 2020: Automotive 65 It’s time for companies to lean in the 1970s or ’80s he wrote: “When I some sort of marketing positioning, it’s a completely free initiative. and not just check the box. Our walk inside our campus, I don’t see it’s not going to matter anymore. That’s an example of how the team legal teams and our diversity teams a lot of people who don’t look like The word ‘authenticity’ is thrown started to focus on creating content went in and said, ‘we support me – it’s time for us to start driving around a lot but I think it is deeper that people can engage with, and board diversity – we have the diversity.” They were talking about it than that. You must stand for what there’s no advertising with it. We most diverse board in the U.S. at that time, so our history of diversity you stand for proudly and I think that, publish through all our platforms technology industry and this needs and inclusion is very strong. We still for me, that has emerged hugely – so it’s available for everyone to to be the law.’ We put resources have work to do. But I’m glad that’s it’s something in HP I think we are download and to make a meaningful behind making that happen, so how the company’s heart beats. going to be leaning into a lot more. impact in someone’s life beyond signing it into law was huge. its benefit to the business. This What has been the biggest lesson Has the last 12 months reaffirmed COVID time is a real lesson in not It is the DNA of HP that has allowed from all of this for your brand? or changed your view on how just thinking about it but living it. these things to happen – going We used to say a brand is a collection brands need to exist and operate, The old saying is “brands that stand back to “doing the right thing at the of everything it touches – every now and in the future? the test of time” – I say brands worst time,” that is in our blood. small thing about a brand. I get I think so. If you open up any that stand the test of COVID! that, but what’s more important Finance 101 book or if you went to Way before my time when Bill and than your brand is your values. Business School or did a finance What’s next for your brand – where Dave started the company, they used Anything you do, action or even course, the first chapter would you will be focusing in the near future to have an internal monthly magazine say in communication – if it doesn’t always say ‘the role for companies to ensure growth and success? called ‘Measure.’ Dave used to write come from values, if you’re just is to stand for shareholder value.’ We are a very strong brand, we the editor’s letter and I remember in saying it or doing it because of It’s very important, that’s what are the number one brand in companies do; they need to make the world in PCs, number one in a profit – but in the quote from Bill the world of printing. We touch and Dave earlier they also said millions of lives every day. that while it’s important to make a profit, it is equally important to This world needs a more positive do good in your communities. outlook and I think it’s going to be up to brands to start to focus on those It’s exceedingly important that we meaningful impacts. It’s going to do things to make a meaningful be a job for everyone to do and it’s and responsible change, not just a responsibility of brands because “buy my laptop or buy my printer of their size, scope, and influence. because I want to drive more sales.” Sure, profit is important to keep a It is time for brands to step up and company going, but what actual focus on the right things. For HP, meaningful impact can you have? we’re going to focus on our values One of the first things our teams did which have been there for 80 at the beginning of the pandemic was plus years, and on how we drive launch a fantastic program called meaningful impact through our ‘Print, Play, & Learn.’ The teams products and our overall work to partnered with hundreds of artists, drive a more positive outlook globally. educators, influencers and published content that you can print at home. The people of this world will need to We’ve had millions of downloads of be inspired in the next year – that’s coloring pages, puzzles, and crafts what everyone needs, and everyone, for people sheltering in place, and including brands, have to play a part.

What actual meaningful impact can you have?

Best Global Brands 2020: Automotive 67 03 CHRIS CAPOSSELA EVP AND CMO, MICROSOFT

+53% 166,001 $m The brand view: Keeping it simple →

e’re in the middle of a pandemic – how has the world changed for you Job #1 for us was our employees’ safety and job #1A Wwas making sure our platforms were available for our customers to be able “The brand essence to respond, recover, and reimagine that we’re going for their businesses when COVID hit. A lot has changed in both of those is empowerment” dimensions from the employee perspective, especially since we Chris Capossela shifted to a mandatory work-from- home environment in most countries around the world. We have a very extensive crisis response system in place and we meet frequently to talk about how things are going and where we can welcome

Best Global Brands 2020: Automotive 69 We’re spending a lot more time exploring with customers

employees safely back into offices. Build, used to host six-thousand When the pandemic began, there developers in Seattle. This past year, was a whole slew of activity that we hosted two-hundred-thousand happened around employee people online. When we had the safety and business continuity. conference in Seattle, 60 people from Africa attended– but when we Then there was the work we did hosted the event online, thousands of to ensure our customers had the developers from that continent tuned support they needed to be able in, got tooled up, and were able to to respond. If they’re a retailer, we participate. Even if we can go back asked ourselves, “How do we enable to physical, there’s no doubt when them to do curbside pickup easily we do our events digitally they are far and connect their online ordering more inclusive. They’re far broader, platform with their inventory, and they reach more people, and they’re then enable that curbside pickup with far cheaper for us to actually do. interaction with the customer?” And if they’re a school, By helping customers figure how do we enable them to go from out: “How do we respond, how being physically together to being do we recover, and then how do 100% virtual? The work around we reimagine based on what we Teams for schools worldwide has learned through recovery?” – that’s become mission critical for us so that the light bulb that has gone off in we can enable educators to keep our heads as we do it ourselves teaching kids. You could go industry- for our own business, with things by-industry, and for every one of like events or filming ads – and from a position of trying to better compared to 10 years ago and them, our customers needed to build then we work with our customers understand the customers so that we that requires a pretty different their own crisis response capabilities to help them do it as well. can engage with their CEO’s agenda. skillset than, “Hey, I’ve got and then build their recovery plan. Windows and Office to sell Has the way in which Microsoft For years, we were very focused on you for all your employees.” This massive shift has shown there’s listens to its customers changed? the IT leader of the company and also a really exciting opportunity to One thing that’s changed is trying to encourage them to buy What about social issues such understand that when you’re forced that we have moved away, or our products. Now we’re actually as Black Lives Matter? Does to do something in a new way, you we’re trying to move away, from spending more time with the IT leader Microsoft have a way of thinking might actually discover things that presenting to customers The and their peers, who might be a sales about that or dealing with that? are even better than the old way. Microsoft Solution. We’re spending leader, a finance leader, a marketing I do think companies like ours can’t That brings us to the reimagining a lot more time exploring with leader, an HR leader, and the CEO. sit on the sidelines anymore. There phase. What if you could have customers, and maybe even pushing We’re taking a more comprehensive is a huge opportunity for Microsoft all the students back at school – customers, to understand their approach to listening to the to be clear on what our principles are would you do it exactly the same? unique transformation vision. leadership team to better understand and what we stand for and then to Or is there something from online their agenda and obviously that take action behind those principles. that you liked and would keep? We used to ask: How are you makes us far more effective at trying to reinvent your company? being helpful in empowering The world is changing. Our All of our Microsoft events used to And now with COVID it’s: How them to achieve their goals. employees want us to stand for the be in-person. We’ve now moved are you responding? How are things that we stand for and to be them all to 100% digital. Our most you recovering? And how are you There’s more discovery and visible about it. And our customers important developer event, Microsoft reimagining? We’re coming to it more envisioning that we do together are asking us: What’s our stance

Best Global Brands 2020: Automotive 71 on sustainability? What’s our So here are the commitments we short list – it’s easy to focus on what all have the same point of view approach to social injustice? It’s are going to make. We are going happens to be top of mind today. on immigration or you name it. no longer this side thing; it really is to double the number of Black But when you consider the human But there are so many different very core. So We’ve had to get far leaders in our company in this condition and when you consider topics out there that we need to more visible and far more articulate particular time range in our U.S. the breadth of communities we do take a stand on – because it’s on what our principles are and workforce by 2025. We are going business in, we want to support important to the company. the steps that we’re going to take to support nonprofits and the work important initiatives in the world to stand by those principles. that they have to do. We’re going that we have a voice in. There’s no What’s the overriding to ask our partner ecosystem – the doubt that it is top of mind for us purpose for Microsoft? We had a massive sustainability companies we do business with, our and we talk about it more than we We’ve tried to keep things really announcement around being the marketing agencies, the law firms did six years ago, without a doubt. simple. There are all sorts of these first company to commit to being that serve us, the PR agencies that high-level notions. A company can carbon negative – not carbon serve us – we’re going to ask them How do you approach the have a mission statement. They neutral but carbon negative. to get better. These are all things breadth of opinions on these can have a vision statement. They Since that announcement we’ve we feel very good about doing sometimes divisive subjects? can have a purpose. They can have had additional announcements because they’re consistent with Not every customer is going to values. They can have principles. around waste and biodiversity our principles, but we are going to agree with everything you do; not And you can get very wrapped and there’s more to come on the be more visible about it and we’re every employee is going to agree up in crazy frameworks of all this future of our sustainability efforts. going to report updates on it. with everything you do. So, the stuff. Our mission is 12 words, but level of sophistication of engaging the first word is really the brand It’s a constant piece of work. We Sustainability and social injustice are with your employees and with their essence that we’re going for, and will be pushing on social injustice; just two things. We’ve been fighting customers’ needs has to be very that’s empowerment. The ability to Black Lives Matter is the same thing for gay rights for decades at this high because you want employees say that has been very simplifying – we’ve had to come out and say company, for instance. It’s not like and customers to understand for us and we’ve really tried to we think we can do more. We do we just started doing this but we’re why you are making the decisions avoid layering more on here. stand with the Black and African- finding we have to do it more vocally you’re making, and let them know American community – there’s no and our employees really want to that it’s totally fine for them to If I could give a marketer a piece place for hate and racism at our hear from the senior leadership team not personally agree with them. of advice it would be to fight that company or even in our society. with updates on how each one of urge to add layer after layer onto these things is going, and it’s not a It doesn’t mean we don’t want these high-level frameworks and them to still be employees or try to put yourself into the shoes of to still be customers. It’s one of brand new employees just hired to our big learnings – respectful the company. How many concepts disagreement, respectful are you going to try to get them dialogue, understanding the to learn? For me it’s really culture why behind decisions – we’re and mission, and the brand is finding that creating space for embedded in that mission. If we can these disagreements is really get every employee to understand important because people come the culture and the mission then from all walks of life. They don’t I think we’re in great shape.

Best Global Brands 2020: Automotive 73 A FLAG IN THE FUTURE Join us for one As uncertainty fuels our fear, it takes courageous leadership to create hope. Never like today, we Enter the New of the following must be driven by perspective, not immediacy. Join us to assess how your brand can lead from the workshops future. Use the time to set a worthy purpose and a powerful ambition beyond turbulence and chaos. By now you will have seen our list Decade of of 2020’s Best Global Brands. ENGAGEMENT: A SHARED JOURNEY You may be thinking “how can Map how to inspire your customers to join you on a shared I leverage the leadership > journey. Map how to foster dialogue, invite cooperation, engagement > relevance chain to create a following. Imagine your brand’s first iconic move Possibility with increase the value of my brand?”. that captures imaginations and solves unmet needs. You might be interested in deeply exploring one of the three drivers, RELEVANCE: A SENSE OF BELONGING or you might want to work with How to mobilize to capture and anticipate the us to imagine new possibilities. zeitgeist, to create meaning among consumers. Interbrand How to enrol your customers as active participants, constituents, not just consumers.

WHAT’S POSSIBLE? → Immerse in Interbrand’s manifesto for the new decade of possibility. Examine the opportunities for your organisation to create resilience as we enter a period of turbulence, discontinuity and possibility.

AMBITION AND TRAJECTORY What are the techniques and processes to aspire to have a brand valued at more than $1 trillion dollars? It is a combination of the latest solutions from data business segmentations, business case breakthrough solutions and implementing key strategies on brand strength analysis. This is a unique combination of Human Truths, Brand Economics and Brand Experience.

Contact: Gonzalo Brujó Global President Interbrand [email protected]

75 Best Global Brands 2020 Connect in the Decade of Possibility

Leadership Chris Nurko Gonzalo Brujó Andy Payne Manfredi Ricca Christian Purser Daniel Binns Joe Stubbs

Analysis Daniel Binns Andrew Stewart Andrew Miller

Editorial Sophie Gaskill Chris Maillard Dan Sills

Design Alessandro Pascoli Ross Ellis Grace Cox

Organization & Outreach Christina Baker Maria Barea Jennifer Cohen Louise Gillis Tina Goldstone Riyad Mammadyarov Caterina Piras Amadeus Redha

Many thanks to all our friends and partners who have shared imagery for this report:

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Best Global Brands 2020: Automotive 77 Automotive Finance Luxury Media Retail Sport Tech