For the last 19 years Interbrand has been carrying out its Best Global Brands report. This year, the theme of the study is ‘Activating Brave’, which examines the role that brand strength plays in the transformation of the world’s leading businesses.
The results this year show that in these volatile and uncertain times, it is the brands that have the confidence to make bold and decisive moves that are creating the most impact, and delivering exceptional results.
And one of the defining traits of a standout brand is the ability and bravery to disrupt itself, before it falls victim to disruption by the competition.
Featured originally on The Drum. To read the full article, click here.