Earlier this week, WPP and Millward Brown released the annual “BrandZTM Top 100 Most Valuable Brands Ranking.” The news this year is that Apple jumped Google for the #1 spot; the top ten is rounded out by Microsoft, IBM, Visa, AT&T, Verizon, Coca-Cola, McDonald’s and Marlboro. (The press release, with links to more information, can be found here.)
Such lists can serve merely as conversation-starters, like discussing with your friends the top five live albums of all time.*** But for those of us who didn’t make this ranking, there’s much to be learned. Below, I offer eight lessons, inspired by this list, that challenger brands can apply. Continue reading “8 Lessons for Challenger Brands From the Top 100 Global Brands”