This morning Landor Sydney held a Wake Up event with Simon Bell, Executive Director of Strategy SEAP&J launching the results from Landor’s Global Agile brands study, the only report ranking global brands on their agility, the newest indicator of brand strength and financial success.
The six traits that help a brand be agile are identified as principled, adaptive, responsible, multichannel, global, and open. The 10 brands selected exemplify agility by consistently demonstrating these six traits in a range of market behaviours, from product development to advertising to customer interaction. Each brand has mastered all six behaviours, but uses them in different measures, depending on their business, market, and target audiences.
The Global Agile Brand Study process is a result of a multiphase approach, starting with analysis from Landor’s proprietary BrandAsset Valuator (BAV), the world’s largest database of consumer brand perception data, to determine an initial list of brands. High BAV brand strength scores show consistently better financial returns than market average over time, even during periods of financial instability. Landor found that the strongest brands scored high on agility, the balance of two key drivers: leading (being up to date and visionary) and true (being authentic and best in class). Brands that scored high on agility were placed on an initial list of contenders. Qualitative analysis of contenders’ in-market behavior and consumer research with millennials narrowed the list to 10 and determined the six agile behavior traits.
The Top 10 Australian brands are:
- Commonwealth Bank
We also welcomed Andrew Branwhite, ex-Head of Brand at Optus, who talked about the development of the Optus Clever Buoy™ and how the brand is demonstrating the key agile behaviours.
Find out more about the Global Study here : http://landor.com/thinking/the-agility-paradox