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1、lnterbrandBestGlobalBrands2016WelcometoInterbrandBestGlobalBrands20162Weclosed2015withaclearunderstandingthatthebestbrandsintheworldembodyasimpleandimportantprincipleintheAgeofYou:Theymoveatthespeedoflife.Thismeansthatthemostsuccessfulbrands—theoneswiththemostpresenceinpeople’sworlds—ar
2、edesignedtoliveinmoments,evenastheyscaleandpushboundaries.Thesebrandsempathizewithindividual’spriorities,meetingpeoplewheretheyare,whentheywanttobemet.In2016andbeyond,theneedtoconnecttopeople,tobemorepersonal,isacriticalelementofbrandandbusinessgrowth.Whilegrowthisasingulargoal,it’sacom
3、plexsubjectthatcanbeopenedup,explored,anddissected,allwiththeaimtoaccelerateandsustainit—andwherebettertostartthanwiththeBestGlobalBrands?Thisyearwe’regoingbehindtheTop100tofindouthowtheBestGlobalBrandsdefine,fuel,andsustainprogress.Theyaren’tjustchargingahead,they’redefiningwhatgrowthm
4、eansfortheirbrandsandbusinesses,andfindingthebestsolutionsmeansdivingintorevealtheAnatomyofGrowth.JezAnatomyofGrowthJezFramptonGlobalChiefExecutiveOfficer3Growthishuman,it’snatural,andit’sasvitaltobusinessesasitistopeople.Butintoday’sglobalmarket,growthisincreasinglymultidimensionalandh
5、olistic—it’saboutgettingcreativeandstrategic,andusingbrandstodrivethedevelopmentofproducts,services,andexperienceswiththecustomeratthecore.Andthattakesunderstandingthetruenatureofyourbrandanditsrelationshiptobusinessgrowth.Brandsarethewaypeopleinteractwithandexperiencebusinesses.But,bra
6、ndsarecomplexbecausetheyarecreatedbycomplexorganizations,whereitrequireseveryoneandeverythingtoworktogetherinordertocreate—andliveupto—people’sexpectations.Whenbrandleadsthecreationofanorganization-wideexperience,itcanbeusedasastrategicanddrivingforcethatbringsbusinessstrategytolife.The
7、brandisthebusiness.Thebusinessisthebrand.Growthishuman,it’snatural,andit’sasvitaltobusinessesasitistopeopleGrowthismultidimensional5Growthencompassesbothyourbusinessandyourbrand.It’scrucialtounderstandbothindetail,identifyingwhatsustainsthemandhowtheyworktogether.Therearemanyfo
