全球最佳品牌报告.ppt

63 To ensure your brand can drive growth and foster integration across company silos, internal communication and brand training needs to be accompanied by marketing capability building: Creating the role clarity, tools, ways of working, and processes that people need to be successful, feel grounded, and be effective in their work. Nurturing and leveraging your brand as a sustained growth-driver for your business is crucial. Only investing in the top of the pyramid and assuming those efforts will “trickle down” is not enough to meet the thorny challenges of the daily life of a brand leader or marketer in today’s complex organizations. Brand Training and Internal communication: Creating understanding and passion around the brand purpose Marketing Capabilities: Ensuring we have the right structure, processes, tools, skills, and talent to effectively deliver the brand 64 65 The fastest growing businesses in the world, and the strongest brands, are those with the most cohesive business systems. These networks, like those of Apple and Amazon, deliver seamless, intuitive, and distinctive experiences while driving revenue growth and customer lifetime value. It is also a sharp departure from what traditionally passes as “branding.” We can no longer think of brands in terms of identities and campaigns. Brands emerge from collective experiences, and the strongest brands are built through the most cohesive businesses. These companies are in the vanguard of performance, achieving what we call the Alpha of Cohesiveness. The Alpha of Cohesiveness Josh Feldmeth Chief Executive Officer, North America 66 Businesses that deliver cohesive brand experiences— product ecosystems, consistent touchpoints, and a common story or narrative—generate more growth relative to the industry benchmark. 150 140 130 110 100 90 80 01/15 03/15 05/15 07/15 09/15 11/15 01/16 Brand Index SP 500 03/16 05/16 120 112 101 Growth and cohesiveness 67 Apple shows how ecosystems drive value. Analysts have ofte