8 Lessons for Challenger Brands From the Top 100 Global Brands

(Reading Time: 4 minutes)

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.)

The Top Ten – according to Millward Brown.

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”

Microsoft, Seinfeld & Gates: Less Than the Sum of the Parts

(Reading Time: 2 minutes)

Let’s say you’re Microsoft.

Your nemesis, Apple, has been running a highly visible and effective campaign in which your brand is personified as a clueless dolt.

Your product-performance shortcomings (and there are many) have been systematically exposed and attacked.

As a result, Apple’s share is growing, particularly with younger users, which does not bode well for your future.

What do you do?

Try this: Launch a new campaign featuring Jerry Seinfeld and Bill Gates, in which Seinfeld helps Gates shop for shoes in a cheesy mall store, and then asks Gates if computers could be made to taste like cake. Continue reading “Microsoft, Seinfeld & Gates: Less Than the Sum of the Parts”