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Tag: Interbrand

  • Nila Spaces redefines Ahmedabad with bold roadblock outdoor campaign

    Nila Spaces redefines Ahmedabad with bold roadblock outdoor campaign

    MUMBAI: When luxury meets boldness, the city stops and stares. Nila Spaces has taken over Ahmedabad with a roadblock outdoor campaign that turned heads and conversations alike. Designed by Interbrand and brought to life in collaboration with Times OOH, the campaign strategically blanketed Ahmedabad’s busiest entry and exit routes and key pathways leading to a major concert venue. With a staggering deployment of 120 digital screens, the campaign wasn’t just advertising—it was an invitation to redefine urban living.

    Nila Spaces used this visually stunning roadblock campaign to spotlight its flagship development ‘Vida’, a modern marvel that promises to elevate luxury living in Ahmedabad. By weaving together the energy of a global event and the aspirations of Ahmedabad’s evolving urban community, the campaign succeeded in creating more than just brand awareness—it built meaningful connections.

    Nila Spaces CEO Deep Vadodaria reflected on the campaign’s vision, “This campaign underscores our dedication to creating bold, impactful experiences that resonate with our audience. By leveraging the scale and reach of 120 digital screens, we wanted to showcase Vida while reflecting our vision of redefining urban living. The roadblock campaign allowed us to connect with our community dynamically, creating touchpoints that align with our ethos of innovation and progressiveness.”

    The campaign didn’t just stop at strategic placement—it thrived on its ability to align itself with Ahmedabad’s vibrant cultural moments. In a city buzzing with concert frenzy, the campaign became a symbol of living in the moment while dreaming of a better tomorrow.

    Interbrand India & south Asia CEO Ashish Mishra explained the creative thought process behind the campaign, “Context is everything, and topicality drives social connections today. For brands like Nila, it’s about finding authentic ways to connect their ethos with what’s happening around them. By riding the concert frenzy, Nila Spaces made a bold, unmissable move to showcase Vida. The campaign subtly suggests living every moment fully—whether it’s at a celebrated event or in the comfort of a Vida apartment.”

    The outdoor campaign stood out for its ability to merge creativity with strategy, presenting Vida as more than just a luxury real estate development—it became an emblem of a lifestyle. From the bustling streets of Ahmedabad to its iconic digital screens, the campaign captured the city’s imagination, reinforcing Nila Spaces’ status as a visionary brand committed to innovation and progressiveness.

  • Brand growth slows finds Interbrand’s Best Global Brands report 2023

    Brand growth slows finds Interbrand’s Best Global Brands report 2023

    Mumbai: Interbrand has launched its Best Global Brands 2023 ranking, revealing many of the world’s top 100 brands are in a state of stagnation. The rate of growth in the overall brand value of the table slowed sharply after last year’s significant increase – rising 5.7 per cent this year compared to last year’s 16 per cent increase, taking the total brand value to $3.3 trillion ($3.1 trillion in 2022).

    Interbrand cites lack of growth mindset, weaker brand leadership and poor forecasting as behind the slowdown. This follows a longer-term trend in which brands operating exclusively in one sector taking an incremental approach have experienced slower brand value growth.

    Interbrand Global CEO Gonzalo Brujó said: “After a few years of strong brand growth, we have entered a period of stagnation, with this year’s table showing moderate growth in overall brand value among the world’s biggest brands.

    “Businesses which have witnessed a rise in brand value, including Airbnb (#46), LEGO (#59) and Nike (#9) have all transcended their established category norms and play a more significant and meaningful role in society and consumer’s lives.

    “As we continue to navigate economic and environmental headwinds, there is a need for improved business cases and better brand management to drive future investment and sustain growth within traditional sectors and beyond. Those who can successfully leverage their brand into new consumer pools of potential will reap the rewards of strong brand growth.”

    More than two decades of analysis show companies that address a more diverse set of customer needs, often across sectors, continue to dominate the top of the table – making up almost 50 per cent of the total value. Based on the data, these companies operating across several different verticals are more stable[1], achieve higher top-line growth[2], remain more profitable[3], and benefit from a greater growth of brand value[4]. For these companies, a focus on brand rather than product plays a greater role in driving choice (12 per cent vs average), meaning they can address more customer needs, within and across categories.

    Interbrand global chief strategy officer Manfredi Ricca said: “A brand like Apple can no longer be ascribed to a sector. It competes across different Arenas, helping its customers Connect (the iPhone), but also Thrive (the latest Apple watch was positioned as a health device), Fund (its new savings account drew nearly $1 billion in deposits in the first four days), and much more. Apple’s move across Arenas has enabled it to hold the BGB top spot for 11 years, having overtaken Coca-Cola in 2013.”

    Microsoft chief brand officer Kathleen Hall, said: “We are honored to be recognized for continued strong growth in the Best Global Brands ranking this year. The combination of brand perception and financial performance is a great indicator of brand health and relevance and one we value tremendously. With our acquisition of Activision Blizzard, our prominent leadership position in AI, and our continued commitment to make a positive impact on society, we aspire to be a brand people can trust and build a responsible future with.”

    Nestlé Nespresso SA CEO Guillaume Le Cunff: “Since the beginning, sustainability has been at the heart of the Nespresso brand and we have worked hard to show coffee can be a force for good. This is a very proud moment to see Nespresso recognised in Interbrand’s Best Global Brands ranking for the first time. And we’re not stopping there. We believe that the most powerful force behind our brand is our commitment to sustainability, which enables us to consistently offer the unforgettable taste and truly elevated coffee experience that consumers expect from Nespresso worldwide.”

     

  • Truecaller empowers users with new ‘True’ identity

    Truecaller empowers users with new ‘True’ identity

    Mumbai: Truecaller, the world’s global communications platform unveils its new corporate brand identity with a redesigned brand logo and app icon. The new look and feel of the brand with a refreshed app icon reflects the essence of the Truecaller brand, making it much more distinctive which will be instantly recognizable anywhere. Interbrand, the world’s leading brand consultancy and Truecaller have conceptualised this together to create a governing idea and key insight that addresses people’s desire for clarity, confidence, freedom, and fulfilment.

    The new brand identity is created with an intent to serve as an enabler and help drive a change for the users who are prone to vulnerabilities and increasing scams in the digital space. The tone of voice and colors of the redesign reflect the personality of the brand – trustworthy, straightforward and approachable as we strive to put the power back into the hands of the people to have more control over their life with safe communication.

    “Today when brands are going out of their way to find their ‘purpose’, we don’t take lightly that we have purpose built into the core of our business. When we empower our users to take the right call, they in turn empower millions more by marking out fraud and spam calls. This flywheel of trust, powered by our 356-million strong global community, helps make communication a little safer every day. Our new positioning and brand identity is a reflection of this empowerment and trust.” said Truecaller VP global brand Ashwani Sinha.

    Talking about the new identity, Interbrand India & South Asia CEO Ashish Mishra said “Brands are increasingly being built on new acts of leadership. In areas which concern the world and its people most. We found an opportunity in the pervasive disinformation that plagues our times. Truecaller perhaps is the best placed brand in the world to lead the empowerment of people, businesses, and communities through true information. Under this larger ambit of nobility laced with a touch of activism, lie the more tangible step ups of recognizability and smooth experience. A signature design system and UX audit to identify the experience gaps helped deliver these within the rebrand.”

     

  • Interbrand strengthens India leadership; announces new appointments and elevations

    Interbrand strengthens India leadership; announces new appointments and elevations

    Mumbai: Brand consultancy – Interbrand has bolstered its leadership team by appointing four executives in elevated and new roles, with the goal in mind to drive strategic partnerships, accelerate growth, and burgeon overall enterprise value.

    Satish Krishnamurthy assumes the role of chief strategy officer. Ameya Kapnadak takes on the role of chief growth officer and head of consulting – Interbrand India. Payal Shah has been named the strategy director and head – human truths, India. Rahul Bansal will function as the strategy director and head of brand economics, India.

    Speaking about the new leadership team, Interbrand India, India & South Asia CEO Ashish Mishra said, “We had a late entry into the Indian market but were able to achieve local leadership for the world’s leading brand consultancy in a very short span. We have the top five branding projects of the decade as our showreel. Winning and delivering these iconic brand transformations, including Godrej, Jio, Britannia, Infosys, Mahindra, Hero MotoCorp, and Nerolac, took brilliant and committed talent.”

    “Most of whom have been the core of our team for most of our history. Our people have grown with the firm and are poised well to create the next generation of icons. At Interbrand, our priority is to nurture a global community of thinkers and makers with the curiosity and confidence to create iconic work,” he added.

    Satish Krishnamurthy brings 21 years of global strategic experience to Interbrand, having worked across brand consulting, creative strategy, and design thinking. His diverse experience straddles from driving strategic mandates for large agencies in the US and India, to being a behavioural architect, and also being a Ted X speaker. Satish has crafted unique ways to solve problems by taking inspiration from various disciplines. He has impacted successful outcomes for large clients across positioning, service and experience design, and opportunity consulting.

    Ameya Kapnadak leads the growth and consulting teams at Interbrand’s India office. Over the last 25 years, he has worked on and built some of India’s most iconic brands. Ameya has a wide and deep experience across diverse industries, including technology, banking and finance, automotives, consumer goods, food, and fashion and retail. He started his branding career at J Walter Thompson, and has since worked at Mudra, ICICI Bank, and The Times Group, before joining Interbrand in 2011. Ameya is a pharmacist by qualification and holds a master’s degree in management from the Jamnalal Bajaj Institute of Management Studies.

    As a strategy director at Interbrand, Payal Shah’s approach is to help brands rise to meaningful arenas for growth and sustainable iconic leadership. Possessing a multi-faceted personality and more than 15 years of experience in USA and India, she has been working across categories such as spirits, FMCG, technology and fashion. Some of her clients in the past were Pernod Ricard, Britannia and Gucci. Payal believes in the power of storytelling and delves into experiences for brands that inhabit them. She believes in purposeful innovation that harnesses behavioural data in order to amplify brand growth and value creation. Beyond creating brands, she’s a brand mentor at Ecole Intuit-Lab and the host of ‘Design Rendezvous’.

    Rahul Bansal joined Interbrand India in 2016 in their strategy vertical. In this role, he has helped with the expansion of Interbrand’s footprint in South Asia across Sri Lanka, UAE, and Bangladesh while also leading projects for some of the largest public and private sector brands in India. Prior to Interbrand, Rahul has worked across a diverse range of functions and sectors, including business consulting to help bring global consumer brands into India, gaming, and e-commerce in Southeast Asia.

  • Interbrand elevates Gonzalo Brujó to global chief executive role; appoints Ashish Mishra as CEO- India & South Asia

    Interbrand elevates Gonzalo Brujó to global chief executive role; appoints Ashish Mishra as CEO- India & South Asia

    MUMBAI: Brand consultancy, Interbrand, announced a series of senior staff promotions, aimed to create a revised leadership structure globally and for the South Asia region. Gonzalo Brujó is now the global chief executive officer (CEO). Brujó succeeds Charles Trevail, who will take on the role of executive chairman. Another key people development also took place with the elevation of Ashish Mishra as the CEO of India & South Asia.

    Brujó has been global president since February 2021, leading day-to-day operations of Interbrand whilst maintaining leadership of the company’s growth agenda, which builds off his highly successful tenure as global chief growth officer. He spent more than 15 years scaling the Interbrand business in Europe, Latin America and the Middle East.

    “It’s a great honour to step into this senior leadership role at Interbrand at such a pivotal moment,” said Brujó. “The role that brands play in our lives is fundamentally changing – as is the world we live in. Branding is no longer a moment in time, and the brands that stand still will quickly lose relevance. I am excited to partner with our world-class clients and employees to achieve game-changing results in this rapidly shifting landscape.”

    Ashish Mishra also spoke about what contributed to its consistently high performance in the local and adjacent markets. “We are the world’s premier brand consultancy and I’m privileged and honoured to be leading growth in these key markets to greater heights. But what’s more satisfying is the fact that we have been able to drive some much-needed shifts in the Indian business mindset. Elevating branding to a respectful, strategic status; getting a seat for branding at the management and board levels; encouraging the advertising and packaging design-bred marketing fraternity to begin to see brands as a strategic tool to drive business value. It also establishes the consciousness around the idea of brand value and valuation through our IPs – Best Global Brands and Best Indian Brands.”

    These elevations highlight Interbrand’s push to make what it calls “Iconic Moves”, which are bold steps taken to help brands leap ahead of customer expectations and drive competitive advantage. Iconic Moves are a part of pivotal shifts in the world of brands and branding being driven by Interbrand worldwide, according to the company.

    Currently, Interbrand India, a full-service consultancy started in 2013, will step up the branding practice across the region by letting their brands drive broader business arena opportunities, and developing more efficient business models, according to the company.

  • Interbrand unveils top 30 brands set to revolutionise the US market

    Mumbai: Global brand consultancy Interbrand launched its Breakthrough Brands 2021 report unveiling the top 30 brands set to take the US market by storm in the coming decade.

    From mobile banking developed specifically for Black and Latinx customers to secure messaging services and plant-derived product coatings, Interbrand listed some challenger brands from across sectors that have got what it takes to become household names.

    The brands also reflect the broader context of a tumultuous year, with businesses required to experiment and be resilient in response to a global pandemic, social justice movements, and a highly contentious election cycle in the US. These growth-stage companies have a new set of challenges to contend with as we enter a ‘new reality post-pandemic.

    Five themes of innovation emerge

        Power in Representation: The impact and momentum of Black Lives Matter led to ripple effects on the corporate world and gave the momentum to companies focussing on increasing representation and diversity in different categories. Brands like Greenwood Bank, Omsom, SpringHill Company, and BREAD Beauty Supply are changing the conversations around how these communities are spoken to, represented, and empowered.
        Flipping the Focus on Preventative Health: Despite Covid, new brands and technologies are democratising healthcare – making monitoring and diagnostics available to those on lower incomes, with less comprehensive insurance and short on time. Healthy.io, Butterfly Network, and Owlet are key to fixing this critical aspect of the healthcare lifecycle, helping lift the pressure and impact on the entire healthcare system.
        Tackling Taboos: A long time in the making, we are seeing an explosion of brands in the personal care space bring empowerment and acceptance of our very human issues. With the likes of Starface, Megababe, and Frida Mom, taboos have never been more mainstream.
        Easing Parenthood Anxieties: Thanks to Covid, the lack of intergenerational networks providing support and wisdom means millennial parents feel like they are alone in this new phase. Young start-ups including Frida Mom, Owlet, and Lovevery are taking on this role, helping navigate this vulnerable transition into parenthood and providing reassurance throughout childhood.
        Gaming Everything: Gaming is no longer a stereotyped, niche activity – it is flowing into different industries and impacting the design aesthetic of brands. We are seeing playful characters, 3D illustrations, and immersive brand worlds, from Discord and Dapper Lab’s gamification of communication and blockchain respectively to Zwift’s game-like landscapes and Revolut’s graphics and brand identity.

    Zwift CEO and Co-Founder, Eric Min said: “My idea for Zwift was born out of a problem I faced personally – the lack of social connection using cycling simulators. Using the power of massively multiplayer gaming technology, we’ve created a social fitness environment that lets you train, explore and compete with other ‘Zwifters’ from all over the world.”

    Interbrand has shortlisted 30 companies that best exemplify brand growth from a list of over 400. Brands were selected against three core criteria: understanding human truths (with key indicators including social post volume and growth), creating exceptional brand experiences (brands that answer unmet consumer needs), and delivering superior business results.

    Interbrand New York CEO Daniel Binns said: “Following a tumultuous year for business across most sectors, this year’s brands are something special. In increasingly difficult circumstances, these brands have launched, pivoted, survived, and even thrived. They are more than ready to follow in the footsteps of the Breakthrough Brands alumni.”

    Interbrand New York Associate strategy director Naeiri Zargarian said: “This new class of Breakthrough Brands indicates the themes that will shape a post-pandemic world. The past year surfaced cultural tensions that will continue to be opportunities for brands and institutions; the realities of modern parenthood, inclusivity, and representation across categories and a willingness to tackle historically taboo topics.”

  • Apple, Google & Amazon are world’s most valuable brands: Interbrand report

    Apple, Google & Amazon are world’s most valuable brands: Interbrand report

    MUMBAI: Apple, Google, and Amazon are the three most valuable brands of 2018, according to Interbrand's Best 100 Global Brands 2018 report.

    Facebook, mired in data breach controversies, fell to ninth place. 

    For six consecutive years, Apple and Google hold the top positions. Apple’s brand value grew by 16 percent to USD $214,480m, and Google’s by 10 percent to USD $155,506m. Amazon achieved 56 per cent growth and is the third brand to reach a 100-billion-dollar brand valuation (USD $100,764m), and is the top performer among 28 brands with double-digit percent growth. 

    Microsoft valued at $92.7 billion was fourth while Coca Cola valued at $66.3 billion came fifth followed by Samsung on sixth spot. Facebook's brand value has declined 6 per cent this year in the wake of the Cambridge Analytica data scandal.

    Interbrand global chief executive Charles Trevail says, “A decade after the global financial crisis, the brands that are growing fastest are those that intuitively understand their customers and make brave iconic moves that delight and deliver in new ways.”

    Spotify and Subaru made it to the global top 100 brand list for the first time. Elon Musk's Tesla made into the top 100 in 2017 but lost the race this time owing to several controversies around the brand and its future.

    When it comes to Apple, it has proved highly adept at maximising the value from its hero product, the iPhone, exemplified by its recent launches of the iPhone XS, XS Max and XR.

    "At the same time, it is tapping into the desire for useful apps and services, with sales from its services division growing by 23 per cent to $30 billion in the 2017 fiscal year," said Interbrand economics global managing director Mike Rocha.

    The Interbrand report values a company on the basis of the financial performance of the branded products or services, the role the brand plays in purchase decisions, and the brand's competitive strength and its ability to create loyalty.

  • Interbrand appoints global CMO & North American CMO

    Interbrand appoints global CMO & North American CMO

    MUMBAI: Interbrand, a brand consultancy, has named Graham Hales as its global chief marketing officer and Andrea Sullivan will be the new chief marketing officer of Interbrand North America.

     

    Hales most recently served as chief executive officer of Interbrand London, while Sullivan served as executive director of client services and was responsible for client services and marketing for Interbrand North America. In their new roles, Hales and Sullivan will work closely to integrate marketing and business development initiatives to drive growth across Interbrand’s global network. Hales and Sullivan will work with regional managing directors to engage new clients while deepening relationships with existing clients, ensuring they continue to benefit from the firm’s strategic and creative offerings and services.

     

    As CEO of Interbrand London for the past four years, Hales led key brand engagements with some of the firm’s most high-profile clients, including the BBC, British Airways and Samsung. Under his leadership, Marketing Magazine named Interbrand’s London office Agency of Year in 2011. Hales brings extensive global experience to his new role as Interbrand’s global chief marketing officer. He has helped to oversee the firm’s offices in Amsterdam and Mumbai and has also driven regional business development activity in the Middle East, Turkey and Scandinavia. Prior to serving as Interbrand London’s CEO, Hales was Interbrand’s global chief communications officer. While in that role, he was instrumental in helping to create original content around the firm’s annual ‘Best Global Brands’ report.

     

    While serving as executive director of client services, Sullivan led the client services and marketing team and co-founded Interbrand’s global corporate citizenship practice. Additionally, she played a pivotal role in developing and promoting Interbrand’s thought leadership on a global scale, having delivered interactive experiences with partners such as the ANA, Cannes, Deloitte, Guggenheim, Harvard, Lyons, MoMA, NYSE, United Nations, World Business Forum and Yale. Sullivan was a founding member of G23, a landmark consultancy comprising top female leadership from within the Omnicom network. G23 was designed to lead Omnicom clients in activating the global female economy.

     

    “It is a very exciting time in the history of Interbrand,” said Interbrand’s global chief executive officer Jez Frampton. “The promotion of both Graham and Andrea marks the first time that the firm has had two leaders in place to strategically foster and activate a global vision of marketing, communication, and business development. Graham and Andrea have been proven leaders of the business for many years and I congratulate them both on the next chapter of their careers at Interbrand.”