Articles


art img

Playing to Win on the Digital Frontier

By Simon Smith and Erica Velis

For digital brands, the journey from trendsetter to moneymaker isn't as simple as it seems. Not so long ago, promising companies like Facebook, Zynga and Groupon appeared to be paving the way to a profitable new Digital Age. But plummeting stocks, questionable profit potential, and eerie reminders of the dot-com bust now have investors spooked. While Silicon Valley rides things out, will Wall Street investors hang in there—or jump ship?

art img

Brand Humanity of Olympic Proportions

By Lizzy Stallard

The London 2012 Olympics presented an unprecedented opportunity for brands to reach record numbers of people. Forgoing more traditional campaigns, the savviest sponsors brought home the gold by focusing less on athletes, celebrating everyday people and embracing the human spirit that truly drives the games.

art img

The World's Toughest Brands

By Josh Feldmeth

How do you sell the seemingly unsellable? Interbrand's NY CEO, Josh Feldmeth, explains just how tough service brands have it, shares examples of companies who've overcome daunting obstacles, and reveals the secret to succeeding against the odds.

art img

Citizens All: The New Rules of Corporate Citizenship

By Tom Zara and Peter Cenedella

In this new age of corporate citizenship, authenticity is all. Consumers appear to care less about the dollars a company donates and more about a company's cultural drive for social good. Is it finally time for brands to get serious about making greater commitments, living up to consumer expectations, and showing that they care?

art img

The Future of Brand Building

By Jez Frampton

While the core principles of brand building are still relevant as ever, the complex terrain brands must navigate continues to shift. Sharing his vision of the road ahead, Interbrand's Global CEO, Jez Frampton, explores new opportunities for brands, shares inspiring stories of success, and helps us understand why it's imperative for companies to fully embrace digital in order to thrive.


Interviews


art img

3M, Penny Wise

Director, Brand and Core Marketing

art img

Adobe, Ann Lewnes

SVP Global Marketing

art img

ASICS, Motoi Oyama

President and CEO

art img

BMW, Dr. Uwe Ellinghaus

Director of Brand Management

art img

Cisco, Blair Christie

Chief Marketing and Communications Officer

art img

DePuy Synthes, Debra Bass and Michel Orsinger

Worldwide Vice President of Cross Franchise Marketing, Worldwide Chairman

art img

GE, Linda Boff

Executive Director, Global Digital Marketing

art img

Hyundai, Wonhong Cho

Chief Marketing Officer and Executive Vice President

art img

John Deere, Frances B. Emerson

Vice President, Corporate Communications and Global Brand Management

art img

Kia, Claire Chai

Senior Vice President, Brand and Marketing

art img

Medibank, Chris Carroll

General Manager, Marketing

art img

Munich Airport, Rainer Beeck

SVP, Business Division of Consumer Activities and Authorized Officer

art img

Nestlé Health Science, Cathy Kerzner

Head of Strategy and Marketing

art img

Philips, Antonio Hidalgo

Executive Vice President & Chief Innovation, Marketing and Strategy Officer

art img

Samsung, Sue Shim

Executive Vice President & Chief Marketing Officer

art img

Sanofi, David-Alexandre Gros

Chief Strategy Officer, Sanofi

art img

Telstra, Inese Kingsmill

Director of Corporate Marketing

art img

Univision, Ruth Gaviria

Senior Vice President, Corporate Marketing

art img

UPS, Ron Rogowski

VP of Brand and Sponsorship