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THE AGE OF YOU 
BERTRAND CHOVET 
#ageofyou 
@interbrand 
@bertrandchovet
Brand is one of the 
last remaining sources 
of competitive advantage
BRAND VALUATION 
BEST GLOBAL BRANDS 2014
BRAND VALUATION 
THREE ANALYSIS COMBINED DELIVER THE BRAND VALUE 
Financial analysis 
Economic earnings 
of the brand’s current and 
future revenue stream 
Role of Brand 
How much the brand 
matters in the customer’s 
purchase decision 
Brand Strength 
How well the brand 
influences the purchase 
decision relative to 
competitors 
Brand 
value 
$ 
% B
BRAND STRENGTH 
WE MEASURE THE LEVERS FOR SUSTAINABLE DEMAND 
Employees 
(Current & Prospective) 
Customers 
(Current & Prospective) 
Clarity 
Clarity internally about what the brand stands for and its values, 
positioning and proposition. Clarity too about target audiences, 
customer insights and drivers. Because so much hinges on this, it is 
vital that these are articulated and shared across the organization. 
Commitment 
Internal commitment to brand, and a belief internally 
in the importance of brand. The extent to which the 
brand receives support in terms of time, influence, and 
investment. 
Protection 
How secure the brand is across a number of 
dimensions: legal protection, proprietary ingredients 
or design, scale or geographical spread. 
Responsiveness 
The ability to respond to market changes. challenges and 
opportunities. The brand should have a sense of leadership 
internally and a desire and ability to constantly evolve and 
renew itself. 
INTERNAL 
FACTORS 
Authenticity 
The brand is soundly based on an internal 
truth and capability. It has a defined heritage and a well grounded 
value set. It can deliver against the (high) expectations that customers 
have of it. 
Relevance 
The fit with customer/consumer needs, desires, and 
decision criteria across all relevant demographics and 
geographies. 
Differentiation 
The degree to which customers/ 
consumers perceive the brand to have a 
differentiated positioning distinctive from the 
competition. 
Consistency 
The degree to which a brand is experienced 
without fail across all touchpoints or formats. 
Presence 
The degree to which a brand feels omnipresent and is 
talked about positively by consumers, customers and 
opinion formers in both traditional and social media. 
EXTERNAL 
FACTORS 
Understanding 
The brand is not only recognised by customers, 
but there is also an in-depth knowledge and under-standing of its 
distinctive qualities and characteristics (Where relevant, this will extend to 
consumer understanding of the company that owns the brand).
BEST GLOBAL BRANDS 2014 
TOP 10
BRAND & MARKET VALUE 
STRONG BRANDS DELIVER SUPERIOR RETURNS 
Best Global Brands portfolio versus 
Indexed to 2000 values equaling 100 BGB 100 S&P 500 MSCI World 
S&P 500 and Morgan Stanley Composite World Index 
250 
200 
150 
100 
50 
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 
Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands
BEST GLOBAL BRANDS 2014 
GAFA 
2014 Rank Brand Brand Value Change in Brand value 
01 118 863 $m +21% 
02 107 439 $m +15% 
15 29 478 $m +25% 
29 14 349 $m +86%
BEST GLOBAL BRANDS 
GAFA BRAND VALUE 
140000 
120000 
100000 
80000 
60000 
40000 
20000 
0 
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 
Apple Google Amazon Facebook 
Brand value $m 
Apple, Google, Amazon, Facebook brand value evolution
The function of 
brand has evolved
AGE OF 
IDENTITY 
AGE OF 
VALUE 
AGE OF 
EXPERIENCE 
AGE OF 
YOU 
THE FUNCTION OF BRAND HAS EVOLVED
THE AGE OF IDENTITY
THE AGE OF IDENTITY 
INCREASED CHOICE
THE AGE OF IDENTITY 
BUSINESS ROLE 
The brand was the identifier 
of business
THE AGE OF IDENTITY 
BUSINESS ROLE 
Its goal was differentiation 
and identification
THE AGE OF IDENTITY 
BRAND BEHAVIOR 
One-way traffic
THE AGE OF IDENTITY 
MEASUREMENT 
Awareness
THE AGE OF IDENTITY 
ORGANISATIONAL 
ROLE Finance 
Human 
Resources 
Sales 
Business Strategy Marketing 
Brand 
Marketing/ 
Operations 
Distribution 
R&D
OUR EVOLVING ROLE 
CREATING AND 
MANAGING IDENTITY
THE AGE OF IDENTITY 
KEY DELIVERABLES 
38% 
38% 
37% 
34% 
32% 
29% 
28% 
26% 
26% 
26% 
24% 
22% 
22% 
19% 
16% 
15% 
14% 
13% 
11% 
9% 
8% 
7% 
Driving brand, product or service innovation 
Optimizing customer experiences and touch-points 
Optimizing our go-to-market strategy 
Engaging employees 
Providing customer understanding and insight 
Big data analytics, modeling and RoI analytics 
Measuring and valuing the brand 
Refining brand messaging and tone of voice 
Content strategy 
Shaping social media strategy 
(Re) - Defining positioning and proposition development 
(Optimizing brand portfolio/brand architecture strategy 
Leading the digital strategy 
improving brand management support 
Advising merger and acquisition strategy 
Implementing the brand 
Leveraging corporate citizenship activities (corporate social responsibility) 
Designing spaces and environments 
Evolving logo and/or visual identity 
Designing videos/motion (corporate films, brand videos, logo animation) 
Designing product packaging 
Providing the right names (naming architecture) for our product offerings
THE AGE OF VALUE
THE AGE OF VALUE 
PROVING ROI 
A seat at the table
THE AGE OF VALUE 
BUSINESS ROLE 
Brand became a business asset 
“Most Useful Rankings to CEOs” —PR Week 
1. Fortune 500 
2. Best Companies to Work for 
3. Interbrand’s Best Global Brands
THE AGE OF VALUE 
BRAND BEHAVIOR 
Better understanding of the customer…
THE AGE OF VALUE 
BRAND BEHAVIOR 
…to create reactive, two-way dialogue
THE AGE OF VALUE 
MEASUREMENT 
Understanding the creation of value
Business Strategy 
THE AGE OF IDENTITY 
Finance 
Human 
Resources 
Sales 
Marketing 
Distribution 
R&D 
Brand 
Marketing/ 
Operations 
Brand 
Strategy 
Business 
Strategy 
ORGANISATIONAL 
ROLE
OUR EVOLVING ROLE 
CREATING AND MANAGING IDENTITY 
+ 
MEASURING AND 
MANAGING VALUE
THE AGE OF VALUE 
KEY DELIVERABLES 
38% 
38% 
37% 
34% 
32% 
29% 
28% 
26% 
26% 
26% 
24% 
22% 
22% 
19% 
16% 
15% 
14% 
13% 
11% 
9% 
8% 
7% 
Driving brand, product or service innovation 
Optimizing customer experiences and touch-points 
Optimizing our go-to-market strategy 
Engaging employees 
Providing customer understanding and insight 
Big data analytics, modeling and RoI analytics 
Measuring and valuing the brand 
Refining brand messaging and tone of voice 
Content strategy 
Shaping social media strategy 
(Re) - Defining positioning and proposition development 
(Optimizing brand portfolio/brand architecture strategy 
Leading the digital strategy 
improving brand management support 
Advising merger and acquisition strategy 
Implementing the brand 
Leveraging corporate citizenship activities (corporate social responsibility) 
Designing spaces and environments 
Evolving logo and/or visual identity 
Designing videos/motion (corporate films, brand videos, logo animation) 
Designing product packaging 
Providing the right names (naming architecture) for our product offerings
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10
THE AGE OF EXPERIENCE
THE AGE OF EXPERIENCE 
INTEGRATED CUSTOMERS 
Power shift from the brand 
to the consumer
THE AGE OF EXPERIENCE 
A SYMBOLIC SHIFT 
BEST GLOBAL BRANDS 2013 BEST GLOBAL BRANDS 2014
THE AGE OF IDENTITY 
ORGANISATIONAL 
ROLE 
Business Strategy 
EXPERIENCE 
Finance 
Human 
Resources 
Sales 
Marketing 
Distribution 
R&D 
Marketing/ 
Operations 
Brand 
Strategy 
Business 
Strategy
THE AGE OF EXPERIENCE 
ORGANISATIONAL 
ROLE
THE AGE OF EXPERIENCE 
BRAND BEHAVIOR 
1 2 3 4 5 
PURPOSE-CENTRICITY 
TWO-WAY 
COLLABORATION 
AND INNOVATION 
FROM 
INTERNAL 
“LADDERS” TO 
“LATTICES” 
LIVING, 
CONTEXTUAL 
EXPERIENCES 
DATA 
HUMANIZATION
THE AGE OF EXPERIENCE 
PURPOSE-CENTRICITY
THE AGE OF EXPERIENCE 
TWO-WAY COLLABORATION AND INNOVATION
FROM INTERNAL ‘LADDERS’ TO ‘LATTICES’ 
Consumers 
Consumers Consumers Consumers 
becomes… 
Consumers Consumers Consumers Consumers 
THE AGE OF EXPERIENCE
THE AGE OF EXPERIENCE 
LIVING, CONTEXTUAL EXPERIENCES
THE AGE OF EXPERIENCE 
DATA HUMANIZATION
THE AGE OF EXPERIENCE 
MEASUREMENT
OUR EVOLVING ROLE 
CREATING AND MANAGING IDENTITY 
+ 
MEASURING AND MANAGING VALUE 
+ 
INTEGRATING SEAMLESS 
EXPERIENCES
38% 
38% 
37% 
34% 
32% 
29% 
28% 
26% 
26% 
26% 
24% 
22% 
22% 
19% 
16% 
15% 
14% 
13% 
11% 
9% 
8% 
7% 
THE AGE OF EXPERIENCE 
KEY DELIVERABLES 
Driving brand, product or service innovation 
Optimizing customer experiences and touch-points 
Optimizing our go-to-market strategy 
Engaging employees 
Providing customer understanding and insight 
Big data analytics, modeling and RoI analytics 
Measuring and valuing the brand 
Refining brand messaging and tone of voice 
Content strategy 
Shaping social media strategy 
(Re) - Defining positioning and proposition development 
(Optimizing brand portfolio/brand architecture strategy 
Leading the digital strategy 
improving brand management support 
Advising merger and acquisition strategy 
Implementing the brand 
Leveraging corporate citizenship activities (corporate social responsibility) 
Designing spaces and environments 
Evolving logo and/or visual identity 
Designing videos/motion (corporate films, brand videos, logo animation) 
Designing product packaging 
Providing the right names (naming architecture) for our product offerings
OUR EVOLVING ROLE 
CREATING AND MANAGING IDENTITY 
+ 
MEASURING AND MANAGING VALUE 
+ 
INTEGRATING SEAMLESS EXPERIENCES 
+ 
???????
THE AGE OF YOU
THE AGE OF YOU 
PERSONALIZATION
THE AGE OF YOU 
PERSONAL BRANDING THROUGH DIGITAL
THE AGE OF YOU 
PREDICTIVE INTELLIGENCE
THE AGE OF YOU 
ALWAYS BE IN BETA
THE AGE OF YOU 
CONTEXTUAL MAGIC
OUR EVOLVING ROLE 
CREATING AND MANAGING IDENTITY 
+ 
MEASURING AND MANAGING VALUE 
+ 
INTEGRATING SEAMLESS EXPERIENCES 
+ 
MAKING BUSINESS PERSONAL
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10

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The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10

  • 1. THE AGE OF YOU BERTRAND CHOVET #ageofyou @interbrand @bertrandchovet
  • 2. Brand is one of the last remaining sources of competitive advantage
  • 3. BRAND VALUATION BEST GLOBAL BRANDS 2014
  • 4. BRAND VALUATION THREE ANALYSIS COMBINED DELIVER THE BRAND VALUE Financial analysis Economic earnings of the brand’s current and future revenue stream Role of Brand How much the brand matters in the customer’s purchase decision Brand Strength How well the brand influences the purchase decision relative to competitors Brand value $ % B
  • 5. BRAND STRENGTH WE MEASURE THE LEVERS FOR SUSTAINABLE DEMAND Employees (Current & Prospective) Customers (Current & Prospective) Clarity Clarity internally about what the brand stands for and its values, positioning and proposition. Clarity too about target audiences, customer insights and drivers. Because so much hinges on this, it is vital that these are articulated and shared across the organization. Commitment Internal commitment to brand, and a belief internally in the importance of brand. The extent to which the brand receives support in terms of time, influence, and investment. Protection How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or design, scale or geographical spread. Responsiveness The ability to respond to market changes. challenges and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself. INTERNAL FACTORS Authenticity The brand is soundly based on an internal truth and capability. It has a defined heritage and a well grounded value set. It can deliver against the (high) expectations that customers have of it. Relevance The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies. Differentiation The degree to which customers/ consumers perceive the brand to have a differentiated positioning distinctive from the competition. Consistency The degree to which a brand is experienced without fail across all touchpoints or formats. Presence The degree to which a brand feels omnipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media. EXTERNAL FACTORS Understanding The brand is not only recognised by customers, but there is also an in-depth knowledge and under-standing of its distinctive qualities and characteristics (Where relevant, this will extend to consumer understanding of the company that owns the brand).
  • 6. BEST GLOBAL BRANDS 2014 TOP 10
  • 7. BRAND & MARKET VALUE STRONG BRANDS DELIVER SUPERIOR RETURNS Best Global Brands portfolio versus Indexed to 2000 values equaling 100 BGB 100 S&P 500 MSCI World S&P 500 and Morgan Stanley Composite World Index 250 200 150 100 50 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands
  • 8. BEST GLOBAL BRANDS 2014 GAFA 2014 Rank Brand Brand Value Change in Brand value 01 118 863 $m +21% 02 107 439 $m +15% 15 29 478 $m +25% 29 14 349 $m +86%
  • 9. BEST GLOBAL BRANDS GAFA BRAND VALUE 140000 120000 100000 80000 60000 40000 20000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Apple Google Amazon Facebook Brand value $m Apple, Google, Amazon, Facebook brand value evolution
  • 10. The function of brand has evolved
  • 11. AGE OF IDENTITY AGE OF VALUE AGE OF EXPERIENCE AGE OF YOU THE FUNCTION OF BRAND HAS EVOLVED
  • 12. THE AGE OF IDENTITY
  • 13. THE AGE OF IDENTITY INCREASED CHOICE
  • 14. THE AGE OF IDENTITY BUSINESS ROLE The brand was the identifier of business
  • 15. THE AGE OF IDENTITY BUSINESS ROLE Its goal was differentiation and identification
  • 16. THE AGE OF IDENTITY BRAND BEHAVIOR One-way traffic
  • 17. THE AGE OF IDENTITY MEASUREMENT Awareness
  • 18. THE AGE OF IDENTITY ORGANISATIONAL ROLE Finance Human Resources Sales Business Strategy Marketing Brand Marketing/ Operations Distribution R&D
  • 19. OUR EVOLVING ROLE CREATING AND MANAGING IDENTITY
  • 20. THE AGE OF IDENTITY KEY DELIVERABLES 38% 38% 37% 34% 32% 29% 28% 26% 26% 26% 24% 22% 22% 19% 16% 15% 14% 13% 11% 9% 8% 7% Driving brand, product or service innovation Optimizing customer experiences and touch-points Optimizing our go-to-market strategy Engaging employees Providing customer understanding and insight Big data analytics, modeling and RoI analytics Measuring and valuing the brand Refining brand messaging and tone of voice Content strategy Shaping social media strategy (Re) - Defining positioning and proposition development (Optimizing brand portfolio/brand architecture strategy Leading the digital strategy improving brand management support Advising merger and acquisition strategy Implementing the brand Leveraging corporate citizenship activities (corporate social responsibility) Designing spaces and environments Evolving logo and/or visual identity Designing videos/motion (corporate films, brand videos, logo animation) Designing product packaging Providing the right names (naming architecture) for our product offerings
  • 21. THE AGE OF VALUE
  • 22. THE AGE OF VALUE PROVING ROI A seat at the table
  • 23. THE AGE OF VALUE BUSINESS ROLE Brand became a business asset “Most Useful Rankings to CEOs” —PR Week 1. Fortune 500 2. Best Companies to Work for 3. Interbrand’s Best Global Brands
  • 24. THE AGE OF VALUE BRAND BEHAVIOR Better understanding of the customer…
  • 25. THE AGE OF VALUE BRAND BEHAVIOR …to create reactive, two-way dialogue
  • 26. THE AGE OF VALUE MEASUREMENT Understanding the creation of value
  • 27. Business Strategy THE AGE OF IDENTITY Finance Human Resources Sales Marketing Distribution R&D Brand Marketing/ Operations Brand Strategy Business Strategy ORGANISATIONAL ROLE
  • 28. OUR EVOLVING ROLE CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE
  • 29. THE AGE OF VALUE KEY DELIVERABLES 38% 38% 37% 34% 32% 29% 28% 26% 26% 26% 24% 22% 22% 19% 16% 15% 14% 13% 11% 9% 8% 7% Driving brand, product or service innovation Optimizing customer experiences and touch-points Optimizing our go-to-market strategy Engaging employees Providing customer understanding and insight Big data analytics, modeling and RoI analytics Measuring and valuing the brand Refining brand messaging and tone of voice Content strategy Shaping social media strategy (Re) - Defining positioning and proposition development (Optimizing brand portfolio/brand architecture strategy Leading the digital strategy improving brand management support Advising merger and acquisition strategy Implementing the brand Leveraging corporate citizenship activities (corporate social responsibility) Designing spaces and environments Evolving logo and/or visual identity Designing videos/motion (corporate films, brand videos, logo animation) Designing product packaging Providing the right names (naming architecture) for our product offerings
  • 31. THE AGE OF EXPERIENCE
  • 32. THE AGE OF EXPERIENCE INTEGRATED CUSTOMERS Power shift from the brand to the consumer
  • 33. THE AGE OF EXPERIENCE A SYMBOLIC SHIFT BEST GLOBAL BRANDS 2013 BEST GLOBAL BRANDS 2014
  • 34. THE AGE OF IDENTITY ORGANISATIONAL ROLE Business Strategy EXPERIENCE Finance Human Resources Sales Marketing Distribution R&D Marketing/ Operations Brand Strategy Business Strategy
  • 35. THE AGE OF EXPERIENCE ORGANISATIONAL ROLE
  • 36. THE AGE OF EXPERIENCE BRAND BEHAVIOR 1 2 3 4 5 PURPOSE-CENTRICITY TWO-WAY COLLABORATION AND INNOVATION FROM INTERNAL “LADDERS” TO “LATTICES” LIVING, CONTEXTUAL EXPERIENCES DATA HUMANIZATION
  • 37. THE AGE OF EXPERIENCE PURPOSE-CENTRICITY
  • 38. THE AGE OF EXPERIENCE TWO-WAY COLLABORATION AND INNOVATION
  • 39. FROM INTERNAL ‘LADDERS’ TO ‘LATTICES’ Consumers Consumers Consumers Consumers becomes… Consumers Consumers Consumers Consumers THE AGE OF EXPERIENCE
  • 40. THE AGE OF EXPERIENCE LIVING, CONTEXTUAL EXPERIENCES
  • 41. THE AGE OF EXPERIENCE DATA HUMANIZATION
  • 42. THE AGE OF EXPERIENCE MEASUREMENT
  • 43. OUR EVOLVING ROLE CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE + INTEGRATING SEAMLESS EXPERIENCES
  • 44. 38% 38% 37% 34% 32% 29% 28% 26% 26% 26% 24% 22% 22% 19% 16% 15% 14% 13% 11% 9% 8% 7% THE AGE OF EXPERIENCE KEY DELIVERABLES Driving brand, product or service innovation Optimizing customer experiences and touch-points Optimizing our go-to-market strategy Engaging employees Providing customer understanding and insight Big data analytics, modeling and RoI analytics Measuring and valuing the brand Refining brand messaging and tone of voice Content strategy Shaping social media strategy (Re) - Defining positioning and proposition development (Optimizing brand portfolio/brand architecture strategy Leading the digital strategy improving brand management support Advising merger and acquisition strategy Implementing the brand Leveraging corporate citizenship activities (corporate social responsibility) Designing spaces and environments Evolving logo and/or visual identity Designing videos/motion (corporate films, brand videos, logo animation) Designing product packaging Providing the right names (naming architecture) for our product offerings
  • 45. OUR EVOLVING ROLE CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE + INTEGRATING SEAMLESS EXPERIENCES + ???????
  • 46. THE AGE OF YOU
  • 47. THE AGE OF YOU PERSONALIZATION
  • 48. THE AGE OF YOU PERSONAL BRANDING THROUGH DIGITAL
  • 49. THE AGE OF YOU PREDICTIVE INTELLIGENCE
  • 50. THE AGE OF YOU ALWAYS BE IN BETA
  • 51. THE AGE OF YOU CONTEXTUAL MAGIC
  • 52. OUR EVOLVING ROLE CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE + INTEGRATING SEAMLESS EXPERIENCES + MAKING BUSINESS PERSONAL