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Brand Finance - Brand Finance Global 500 2017
Brand Finance puts thousands of the world’s biggest brands to the test every year, evaluating which are the most powerful and most valuable. The World's 500 most valuable brands are included in the Brand Finance Global 500 report. Download the report for more information on the likes of Lego, Ferrari, Apple, Twitter and many more.
brands  marketing  report 
5 days ago by gugelproductions
'Programmatic is a relatively dumb system': IBM wants to use blockchain to clean up media - Digiday
AI is [transforming] and will transform our profession. We are using it to outperform programmatic. Programmatic is a relatively dumb system — it doesn’t learn. You’re basically saying, I want to reach these audiences. What we do with AI is look at what can we do to actually learn from how we use programmatic, which channels perform the best, and look at how much more we should be bidding on. So it’s the notion of learning and improving.
ibm  brands  programmatic  AI 
7 days ago by ronnussey
James Quincey, Coca-Cola CEO, on why brands have to take a stand
MAY 21, 2017 | FT | Lindsay Whipp in Atlanta.

Coca-Cola will be going back to its roots, developing and marketing drinks, not distributing them. But even without the bottling operations, the 51-year-old has a complex assignment on his hands.....While its fizzy drinks still account for nearly three-quarters of its sales by volume, according to Beverage Digest, its shares have underperformed those of rivals PepsiCo, which has a snacks division, and Dr Pepper Snapple over the past five years.

Mr Quincey is only too aware of the need for diversification and plans to accelerate investments in start-ups with promise. “The company must be capable of being bigger than the brand,” he says.

That distinction is important. The significant shift in consumer preferences is evident in the brand value of Coca-Cola (as opposed to Coca-Cola the company), which has tumbled from the top position globally, as ranked by BrandFinance, to 27th over the past decade. That represents a decline of more than $10bn to $31.8bn this year.

But what does this difference between company and product mean for the brand? “It’s very difficult to have the name on the door of the company and brand, and not have some overlap in what they stand for,” Mr Quincey says. “You’d have to change the name of the company. It’s not what we’re doing, just to be clear.”....Mr Quincey believes brands have to take a stand in this volatile environment — even at the risk of alienating some consumers. Coca-Cola did this earlier this year, by denouncing publicly Mr Trump’s controversial executive order banning citizens of certain majority Muslim countries from travelling to the US.

“A brand has to stand for something and you have to make the choices of what you want it to stand for, and then stand behind those choices,”
CEOs  Coca-Cola  brands  beverages  shifting_tastes 
11 days ago by jerryking
There’s No Such Thing as a Free Watch - Topic
Meanwhile, even if the brand is a fiction, the object is not. Given the utter impossibility of uncovering its true origin, the watch itself – its cheap plastic face, lack of markings, and the confounding texture of its band (which one visitor to the Bureau speculated was not even metal, but metal-plated plastic) – acquires a new aura, a new a sense of mystery. It is a physical witness. Amidst the shifting winds of Alibaba sites, dropshipping networks, Shopify templates, Instagram accounts and someone somewhere concocting the details of “Our Story,” a watch was formed, like a sudden precipitate in an unstable cloud. And almost immediately after being produced, it is reviled, doomed to live out its stainless steel life, less a teller of time than an incarnation of petty deception. In that sense, it may be the best artifact of capitalism one could ask for.
Shopify  watch  Instagram  facebook  retail  Alibaba  AliExpress  China  dropshipping  advertising  marketing  brands  capitalism 
12 days ago by petej

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