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Best Global Brands 2015 Brands at the Speed of Life

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Best Global Brands 2015 Brands at the Speed of Life BEST GLOBAL BRANDS 2015 BRANDS AT THE SPEED OF LIFE Better choices, richer experiences, more meaningful narratives, new form factors, and individualized attention. Today’s Best Global Brands are meeting rising expectations— and moving at the speed of people’s lives. 2 bestglobalbrands.com #BGB2015 3 It’s why we hold brands to such high That means the most successful Brands at the Speed of Life expectations—for better choices, richer brands—the ones with the most By Jez Frampton, Global CEO experiences, meaningful narratives, presence in a person’s life—are one-on-one attention, new form factors. designed to live in moments, even as As data and technology have helped they scale, try new things, and push optimize every experience, as GAFA boundaries. They often stand out by The Age of You began with an age- brands (Google, Apple, Facebook and blending in, because people measure Amazon) have changed the definition the entire experience by how much old truth: people want to be in control of service and connectivity, as people it adds to their lives and how little it have gained access to greater and more disrupts it. They empathize with an of their lives and, specifically, to nuanced choices, our expectations have individual’s priorities, figuring out how been fundamentally retrained. Brands to meet people exactly where they are, personally design the life they want to are now expected to move at the speed and when they want it, and tailor to how of people’s demands—at the speed of people move through their worlds. live. And people are using brands to their lives. Designing Mecosystems do it, because brands are the vehicles Brands in Micro Moments And that’s how we define mecosystems: through which things happen. But to move at the speed of people’s a select set of brands that create lives, brands have to understand that customized experiences around a they are experienced in micro moments. single individual, where every brand No matter how unified a brand’s in consideration slots in seamlessly, ecosystem, no matter how holistic its and where the most valuable micro experience, people’s connections with moments are curated, connected, and brands are fragmented—they move choreographed. As people shape their from one to the next, interacting with mecosystems—as they explore and, just thousands upon thousands a day. as importantly, edit—they are constantly But those micro moments are critical, being redefined, meaning that brands because in each, people judge a brand need to earn the right to stay in this set as a whole—every micro moment is every minute of every day. evaluated against significant macro expectations. 4 bestglobalbrands.com #BGB2015 5 So how does a brand earn a lasting As businesses adapt to this new age, role in this all-important mecosystem? as mecosystems give people greater By anticipating and evolving along with opportunity to design their lives, people’s personal expectations. Droves we start to see an interesting white of digital data, refined analytics, and space emerge. People can use their real-time, multi-platform interactions mecosystem to reimagine their time, help brands discover what people how they spend it, and how that makes want—even before they do—and cater room for the pursuit of their passions. to them quickly, reorganizing around What brands can help people imagine— these insights, because, in the Age of and make real—with this time is what You, people are the bottom line. will ultimately shape and define this new age. And this is what has the potential to Business Moving at the Speed of Life make the Age of You the most creatively For brands to truly move at the speed satisfying of all our times. of life, it means completely rethinking what speed means within an enterprise. Jez Frampton It’s not about forward movement, Global Chief Executive Officer but holistic evolution. It means [email protected] understanding that data is not just about insight, but a marketable commodity that will change the definition of trading. It’s running highly focused and integrated businesses that explore and attract unexpected partnerships, seamlessly crossing existing and emerging platforms. It’s elevating design as the most valuable enterprise tool to build truly connected experiences. And it’s engaging with a new breed of customers and consumers that are more than just co-creators, but editors and producers. 6 bestglobalbrands.com #BGB2015 7 100 Best Global Brands 01 02 03 04 05 26 27 28 29 30 +43% +12% -4% +11% -10% +8% +4% +8% +2% +16% 170,276 $m 120,314 $m 78,423 $m 67,670 $m 65,095 $m 18,768 $m 16,541 $m 15,267 $m 14,723 $m 14,031 $m 06 07 08 09 10 31 32 33 34 35 +16% 0% -7% -6% +29% +7% -3% +10% -6% -9% 49,048 $m 45,297 $m 42,267 $m 39,809 $m 37,948 $m 13,943 $m 13,940 $m 13,749 $m 12,637 $m 12,545 $m 11 12 13 14 15 36 37 38 39 40 +9% +7% +13% +4% -3% +7% -11% +6% +8% -4% 37,212 $m 36,711 $m 36,514 $m 35,415 $m 29,854 $m 12,257 $m 11,656 $m 11,578 $m 11,293 $m 11,278 $m 16 17 18 19 20 41 42 43 44 45 +5% +16% -3% +6% -1% +22% +9% +6% +5% +12% 27,283 $m 23,070 $m 23,056 $m 22,975 $m 22,250 $m 10,944 $m 10,800 $m 10,798 $m 10,328 $m 9,784 $m 21 22 23 24 25 46 47 48 49 50 +5% -3% +54% +3% -3% +9% -8% +14% +19% -14% 22,222 $m 22,218 $m 22,029 $m 19,622 $m 18,922 $m 9,526 $m 9,400 $m 9,254 $m 9,082 $m 8,882 $m 8 bestglobalbrands.com #BGB2015 9 100 Best Global Brands (continued) 51 52 53 54 55 76 77 78 79 80 +5% +7% -1% +10% +3% +17% +7% -12% +14% +6% 8,632 $m 8,588 $m 8,553 $m 8,498 $m 8,464 $m 5,551 $m 5,533 $m 5,530 $m 5,460 $m 5,391 $m 56 57 58 59 60 81 82 83 84 85 +12% +6% -5% +17% +12% -5% New +2% +6% +2% 8,055 $m 7,924 $m 7,702 $m 7,243 $m 7,083 $m 5,365 $m 5,362 $m 5,208 $m 5,161 $m 5,133 $m 61 62 63 64 65 86 87 88 89 90 +15% -8% -12% +6% +2% +16% +14% +15% +14% -7% 6,870 $m 6,811 $m 6,583 $m 6,509 $m 6,436 $m 5,130 $m 5,109 $m 4,952 $m 4,822 $m 4,763 $m 66 67 68 69 70 91 92 93 94 95 +6% +16% +17% +4% +13% -7% -6% +2% -4% -7% 6,306 $m 6,266 $m 6,257 $m 6,222 $m 6,097 $m 4,629 $m 4,540 $m 4,456 $m 4,407 $m 4,330 $m 71 72 73 74 75 96 97 98 99 100 -9% -12% +5% +5% -7% +3% New New New New 6,033 $m 5,976 $m 5,873 $m 5,666 $m 5,639 $m 4,270 $m 4,251 $m 4,243 $m 4,131 $m 4,114 $m 10 bestglobalbrands.com #BGB2015 11 Best Global Brands 2015 Insights 12 bestglobalbrands.com #BGB2015 13 There are some clear, common A central purpose is particularly crucial Hallmarks of the hallmarks among this year’s Top 100 for diversified companies. Microsoft’s 2015 Best Global Brands that show what it takes to keep pace CEO Satya Nadella set a bold ambition with today’s consumers and secure a to “reinvent productivity to empower By Paola Norambuena, Chief Content Officer place among the Best Global Brands. every person and every organization on the planet to do more and achieve Clarity of Strategy and Focus more.” Microsoft brought together its on Structure Windows and devices organizations Among this year’s Best Global Clarity is a sure source of strength. In to align its engineering structure to Brands, it’s those moving at the speed order to be coherent, efficient, and meet its strategy, along with its commercial consumer expectations, top-performing cloud—a move that’s grown revenue by of life that are accelerating. A review brands lean on an ambitious vision that 88 percent, driven by Office 365, Azure, shapes both behaviors and structures. and Dynamics CRM Online. of this year’s report reveals some Focus has been a driving force for top From strategy to structure, successful key insights—especially among new riser Nissan, which has embarked on brands are streamlining and integrating ongoing integration efforts. Armed their operations for greater agility entrants and top risers. Brands across with a clear vision for the brand, and focus. disseminated by its Global Marketing all categories are not only adopting leaders, the company has united its Relentless Customer-Centricity innovative technologies, but also divisions and agency partners in order As brands gain focus, that focus is ever to deliver on its product promise, while more zeroed-in on the customer. For embracing holistic change in order designing business strategies to engage perennial Top Ten brands like Apple, contemporary consumers in global Facebook, and Amazon, customer- to become stronger, faster, and markets. centricity is built into their DNA. But many brands are continuing to evolve more agile.
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