Brand experience helps top brands
Brand experience helps top brands
Interbrand has launched its Best Global Brands report for 2009.
Brandchannel reports, "Nike was a winner, gaining 4% in Brand Value.One of several companies to break through the recession-year clutter with promotions that built an emotional bond, Nike teamed up with Apple (up a dazzling 12%, cracking the BGB top 20 for the first time) for the virtual-but-actual Human Race, in which runners from all over the world race locally, but are connected globally via the iPod-based Nike+ running system".
"Other brands maintained their relationship with customers during rough times by offering personal, tangible experiences - what Interbrand's report calls a “sensory customer journey”: T-Mobile's well-documented flash mob event that drew 14,000 people to Trafalgar Square to sing the Beatles’ “Hey Jude”; IBM's Smarter Planet initiative, highlighted by a four-day crowdsourcing event called the Smarter Planet University Jam; the McDonald’s McCafé that retrofitted its familiar restaurants with coffee bars; and Disney's online world that lets Tinker Bell's fans become fairies themselves".
"The common element in these messages is that they avoid simply directing a one-way bombardment of stimuli at the customer. All offer an interactive exchange that connects a customer to the brand".
Wednesday, 28 October 2009 15:16