The Global Top Brands

 

Apple just ended Coca Cola 13 years dominance as the most valuable brand.

What did Apple and Google Do Right?

Customer Experience:

Positive interactions and experiences with a brand contribute to a favorable brand image.

Customer service, responsiveness, and post-purchase support impact perception.

Brand Consistency:

Maintaining a consistent brand image across all touchpoints (online and offline) reinforces brand identity.

Reputation:

Public perception of a brand based on reviews, word-of-mouth, and media coverage.

The brand's behavior in social, environmental, and ethical contexts can affect reputation.

Brand Personality:

Human-like characteristics attributed to a brand, influencing how consumers relate to it.

For example, a brand may be perceived as friendly, innovative, or trustworthy.

What to learn from effective branding:

In situations with insufficient information to make a good decision, you must minimize the 

impact of making a bad one. To do so, you must create an environment that simplifies reversals and course corrections in response to new context. This “iterative governance” 

is antithetical to how our institutions run today.

 “Admire talent but cherish character.”

Rely too much on experience and you close yourself off to the new. 

Rely too much on understanding and you lose a risk tolerance that brings big upside, whether investing or otherwise. 

Rely too much on gut and you are shooting in the dark. 

So somehow, you navigate the balance, hopefully better and better, and that’s the process of improving. 

See you at the Top.