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
Filed under Culture, News
On July 24th, Landor’s global Chief Strategy Officer Thomas Ordahl presented a sneak peek into our agile brands research. Using the research, we have defined key behaviours of truly agile brands – those that stay authentic and true to who they are whilst continuing to evolve and stay cutting edge.
The full research will be released in September, but for those of you who couldn’t make the presentation, here is a little look at some of what we discovered…
Our Design Director, Jenni was recently part of a panel discussion at the Apple Store in Sydney sharing her views and opinions on ‘How to get a start in the design industry’.
Hosted by Nathan Scoular from Think Education, the discussion also included Chris Maclean from Interbrand Sydney. The event saw over 50 people attend, from graduates to creative practictioners.
A big thanks to Think Education for inviting us to be involved and to Apple for hosting the event as part of their Creative Series talks.
Filed under Culture, People
‘Shine’ is Landor Sydney’s internship program. Every year we go on the hunt for the latest design graduate talent. After running our #nofilterlandor internship campaign in 2014, we ended the year by inviting the top twenty submissions from our coffee cup challenge into our studio for the very first Shine Creative Workshop.
Towards the end of 2014 we launched our campaign for the 2015 edition of our internship program, Shine, in our Sydney studio. We wanted to start by capturing the unfiltered creativity of young graduates through an open challenge and not merely judge potential interns on their portfolio.
Gone are the days when interns in creative studios were mostly making tea and on the coffee run. At Landor, our interns are exposed to many different creative disciplines, giving them the opportunity to contribute towards some of the most significant live projects we have in the studio.
To mark this progression, we set a challenge to use a blank coffee cup as a canvas to create whatever they desire. It could be illustrative, motion, typographic, photographic – whatever their imaginations could conjure. The only mandatory was to photograph or film their creation and upload it to instagram with the hashtag #nofilterlandor.
We were blown away by the response. We had over 150 unique entries by talented creative graduates! The broad range of submissions were impressive. The challenge was then on us to select our top 20 to take forward to the creative workshop we ran in our Sydney studio. More to come on that in a later post…
This week Landor launches its short movie series. This first edition looks at the best ideas in history. With suggestions as varied as the paper clip and feminism, it makes for thought provoking viewing. Where is your next breakthrough idea coming from?