Interbrand

LEGO is building beyond the bricks as it launches its first full set of design elements, evolving its brand identity.   the LEGO Group has seen incredible growth over the last two decades, cementing it as one of the world’s most loved brands. The LEGO logo has always been a consistent, widely-recognizable design element, but the brand needed to be able to offer a fluid and cohesive brand experience across all physical products and digital platforms.   OLA and Interbrand worked across the entire brand portfolio to connect the dots between the business, ultimately informing a range of connective elements across physical and digital that, together, would build a recognizable brand experience.   The resulting design system introduces refreshed assets and architecture while keeping LEGO’s classic System-in-Play structure at heart—all pieces can be used together, in multiple ways. Read the full LEGO press release below for more ↓ https://lnkd.in/eEKbSCyw #LEGO #SystemInPlay #BrandDesign   Nicole Taylor, Thomas Holst Sørensen, Anas Sarraj, Megan Blair, Mat Boyle, Claus Kristensen, René Christoffer, Andrew Michael Payne, Oliver Maltby, Phil Bold, Emma Ellis, Kristian Sear, William Couzens, Georgina Levey, Georgia Walters, Colophon Foundry, Stuart Brown, Iain Acton, Mainframe, Robert Ball

With the Olympics in full swing, brands are capitalizing on the millions of eyes watching the world’s best athlete’s every move. While big brands are making a splash, some smaller brands have employed a different strategy. Protein snack brand Kodiak Cakes is sponsoring USA Climbing—the governing association for competitive climbing in the US—outside of the games and is also partnering with climber Natalia Grossman, who will represent the US in Paris. Games-adjacent partnerships like these allow smaller brands to enter the fray and capture consumer’s attention in a more distinct and potentially authentic way. “Niche sports, in general are an amazing place to be if you have real credibility in that space,” Senior Strategy Director Sam Ashken said. “If you’re seen as authentic in that world, the world’s your oyster.” Read the full article below for more on the value of brand integration in niche spaces ↓ #Paris2024 #Olympics2024 #Kodiak

The post-pandemic luxury market was booming. Now, with slowing sales in China, the likes of Burberry, Gucci and LVMH experiencing struggling profits and aspirational consumers being priced out, the way forward for luxury brands is uncertain. Global Chief Strategy Officer Manfredi Ricca shared with City AM how short-term discounts to boost profits are not effective and lower the value of the brand long-term. Instead, brands must make a choice: reduce prices and open purchase opportunities to aspirational consumers, or fight to become an ultra-premium brand. Read more in the full article below ↓ https://lnkd.in/e4tnGpSF #LuxuryBrands #Luxury #BrandValue

Can the Olympics save Nike? Some analysts believe that Nike going all-in on the Olympics as the official supplier for Team USA may be a misguided play. However, Interbrand Global Director, Brand Economics Greg Silverman states to Newsweek that recent performance dips caused by poor financials, job cuts and product complaints are unlikely to hurt long-term brand equity, if Nike can recapture its old spark. The Olympics is likely to be the starter pistol for [Nike’s] comeback,” Silverman said. “But to be successful again, it must rely on a deeper understanding of customer needs and a realignment with retail partners. If Nike returns to its former ways, it is likely to overcome and win.” Read the full article below ↓ #Olympics #Nike #TeamUSA #BrandEquity

✒ #IB50. Chapter 2: The Olympic Brand Today marks the beginning of the XXXIII #Olympic Games in Paris, the most iconic event for sports enthusiasts. This occasion goes far beyond medals and laurel wreaths; it is a commitment to diversity, coexistence, and peace. The latest edition of Best Global Brands recognized the leadership of the Olympic brand and its power to leverage other brand partners to follow the same commitment. Therefore, I would like to highlight today the projects in which Interbrand has collaborated to create and develop Olympic brands throughout our five-decade history. These include the Sochi Winter Olympics 2014, the PyeongChang Winter Olympics 2018, the Olympic teams of Saudi Arabia (Team Saudi) and Japan (TEAM JAPAN), the major sports institutions of Saudi Arabia (SAOC) and Spain (CSD), as well as our work for the BBC during the 2012 Olympics. Enjoy Paris 2024!

✒ #IB50 - Chapter 1: Naming Iconic In 1974, John Murphy established a naming franchise called #Novamark. Only five years later, the agency had already developed the British Telecom name and what would become the UK’s best-selling small car, the Mini Metro. However, John Murphy sought to expand the business internationally and offer a broader range of client services: Interbrand was born. Since then, Interbrand has had the privilege of naming many historic and yet iconic brands, such as Prozac, Hobnobs, the CHANEL fragrance Anteus, JLR’s SUV Discovery, Fiat Punto, AT&T, Viagra, Wi-Fi, Wii, Thomson Reuters, JPMorganChase, Bizum, Truist, Matter, Microsoft’s Bing, Bankia, ViX, Inc., UN Tourism, LATAM Airlines, Avios, One World, and GE’s spin-offs GE Vernova, GE HealthCare, and GE Aerospace... The #naming practice has always been one of the most exciting for me because, as we state at Interbrand, a name is an empty container that is filled over time with meanings through repeated communications and experiences. It is a blank slate, a complete trajectory ahead, a whole new journey to embark on.

What does war philosophy have to do with business ethics—and what place does “doing the right thing” have today? Interbrand is a proud partner of Principia Advisory, and we're excited to share the latest Financial Times feature profiling Principia Founder and Chair David Rodin. Check it out below ↓ https://lnkd.in/ed2ruRYy

How does brand impact share price? Global Director, Brand Economics Greg Silverman sat down with five-time CMO and CMO Confidential host Mike Linton to share how two-thirds of companies in the S&P 500 may be inaccurately valued due to the misunderstanding of this key business asset—and what brands can do to bring back earned value. Watch the full interview here: https://lnkd.in/eqqvk2Ua Read the How Brand Impacts Share Price report here: https://lnkd.in/eWBaucvF #BrandValuation #BrandEconomics #HowBrandImpactsSharePrice

Over this past month, Interbrand has been celebrating the success of the very best of the best in brand strategy, at events in Tokyo, Cannes, London and New York - as a part of our broader Golden 50th Celebrations, taking place across 2024. In 1988, Interbrand transformed the brand category, by defining the process and methodology of brand valuation – ascribing monetary value to the previously intangible asset of brand, transforming how companies were appraised by financial markets around the world. And in 2000, we launched our annual Best Global Brands ranking, the world’s preeminent study on brand value. As a part of our year of celebrations, we have named 40x exceptionally high achieving Jubilee Achievement Brands: companies who have appeared consistently across Interbrand's Best Global Brands ranking, since its inception in 2000, and brands and holding companies that have shown exceptional performance in recent years. Today, we extend huge congratulations to the brands who have remained consistently present in our Best Global Brands ranking over two and a half decades, our Jubilee Award Winners: adidas, Amazon, American Express, Apple, BMW Group, AB InBev (Budweiser), Cisco, The Coca-Cola Company, Colgate-Palmolive, The Walt Disney Company, Ford Motor Company, GE, Gillette, Gucci, Honda, HP, IBM, IKEA, Intel Corporation, Kellogg Company, Louis Vuitton, McDonald's, Mercedes-Benz AG, Microsoft, Nescafe Hub, Nike, Panasonic, PepsiCo, Philips, Samsung Electronics, SAP, Sony, Starbucks, Toyota Motor Corporation and Volkswagen. And we congratulate our Jubilee Commendation Award winners - brands who have shown exceptional performance in recent years, demonstrating leadership know how and when to deploy their brand as a strategic growth asset, allowing them to outperform the competition: Adobe, Allianz, Google, the LEGO Group, and J.P. Morgan. “We can’t underestimate the significant change the world has experienced over the past 25 years,” said Interbrand Global CEO, Gonzalo Brujó. “When we launched our very first brand valuation ranking back in 2000, the world’s best-selling cell phone was the Nokia 3310. The internet was in its infancy – Yahoo! and AOL ranked #38 and #47 on our table, respectively – and MTV was the world’s most valuable entertainment brand. More than 135 brands have dropped off our world leading ranking since its inception in 2000.” “These Jubilee Award brands continued relevance in customers lives demonstrates exceptional brand strategy and business leadership," added Brujó. "Interbrand celebrates the phenomenal success of these award winning brands; the best of the best." Read more at the press release below ↓ https://lnkd.in/ejVqp93y

There are few CEO personalities today bolder than that of Tesla CEO Elon Musk. But does the new, more explicitly conservative alignment of Musk’s public persona translate to a shift in sales? Yes—though not in the way he would like. Read the full The New York Times article below to see how Global Director, Brand Economics Greg Silverman interprets Musk’s impact on the Tesla brand. #BrandValuation #Tesla #ElonMusk