• Posted by: Vandana Ayyar on Tuesday, July 29 2014 05:12 PM | Comments (0)

    World Changing Speaker Series

    Interbranders gathered to watch Yash Egami, Director of Content at The One Club, as he spoke about new trends in advertising, design, and digital.

    Interbrand New York picked up the World Changing Speaker Series right where it left off last year, by bringing in front-runners from a variety of industries. The series provides a space for these leaders to talk about their line of work and give insight into their successes, goals, and what has led them to their profession.

    What was originally a platform for professionals to network, has now transformed into a stage for creative minds, from fields different from our own, to share their stories, energy, and inspiration.

    This year, we have been excited to host:

    World Changing Speaker Series, 09/20/14: Stephen Messer, Co-Founder and Vice Chairman, Collective [i]

    Stephen Messer is the co-founder and Vice Chairman of Collective[i], the first Big Data network built around technology that delivers enterprise-wide analyses curated and developed by the world’s leading data scientists. Prior to Collective[i], Stephen, along with his sister, Heidi Messer, founded, built, and managed LinkShare Corporation until its sale in 2005 to Rakuten for $425 million. Stephen has been recognized for his contributions in the marketing industry and spoke with us on September 20th about what led him onto this path.

    http://instagram.com/p/efo-PvBW6g/?modal=true

    World Changing Speaker Series, 10/25: James Wu, Head of Branding and Creative, Acumen 

    Brooklyn local, James Wu, spoke about his role as the Head of Branding and Creative at Acumen, a non-profit organization whose mission is to change the way the world tackles poverty by investing in companies, leaders, and ideas. Since its founding in 2001, Acumen has invested $83 million in 75 companies throughout South Asia and Sub-Saharan Africa, creating 58,000 jobs and impacting more than 100 million lives. James led a global rebranding of Acumen, including a strategic renaming and repositioning of the organization, the co-authoring of a new mission statement and manifesto, the development of a new logo and visual identity, and the production of a new website. The rebranding received praise from the likes of Richard Branson, Seth Godin, Creative Review, Design Week, and Brand New. James’ work in many facets of the advertising industry led him to his position at Acumen. Work he has produced for Acumen has been featured by YouTube, ABC News, GOOD, Design Observer, Core77, Brain Pickings, and Swiss Miss. To learn more about Acumen, visit: acumen.org. 

    World Changing Speaker Series, 12/06: Yash Egami, Director of Content, The One Club 

    Yash Egami is known for his role as the Director of Content at The One Club, which is a non-profit dedicated to recognizing excellence in advertising and promotion. They have four awards a year and James came and spoke with us on December 6th about the new categories in this year's One Show. He also discussed some of the trends in advertising, design, and digital that were evident in the work of last year's winners. From watching contestants’ inclinations to seeing what judges and audiences are attracted to, James has a clear view on what’s hot in advertising and how the field is evolving. His presentation included long-format commercials, case study films, and big ideas that inspired new waves of creativity. To learn more about The One Club, visit: oneclub.org.

    World Changing Speaker Series, 02/07: Tucker Viemeister, Industrial Designer and Owner, Viemeister Industries

    Tucker Viemeister is famous on the shelves of your home and favorite stores for his industrial design and creative solutions. Best known for the OXO Good Grip kitchen tools designed with Smart Design (a company he helped found in 1979), he has been both wildly successful and wildly innovative throughout his career. He is a multidisciplinary industrial designer—his firm, Viemeister Industries, explores creative solutions without borders. From traditional to new media, he designs things, places, and experiences for clients such as Apple, Coca-Cola, Cuisinart, Black & Decker, Viking, J&J, Timex, Levi’s, Phat Farm, Joe Boxer, Nestlé, Unilever, Motorola, Toshiba, Sharp, Seibu, Toyota, Nike, Knoll, Steelcase, Kate Spade, JetBlue, Cosmopolitan Casino, Yotel, Venice Biennale, and the NYC Board of Education. Tucker’s work is displayed in MoMA and he has earned many prestigious awards, including the first Presidential Design Award. He teaches at Parsons, writes, holds 32 utility patents and is the Vice President of the Architectural League. To take a look at his work, visit his website: tuckerviemeister.com. 

    World Changing Speaker Series, 02/21: Michael Zakarin, Musician and Entrepreneur, The Bravery

    Michael is known for his experience in the entertainment industry, having worked ten years on both the artistic and business sides of it. After graduating from Georgetown University, he returned home to New York City to pursue a career in the music business. He worked in the marketing and video department of a major record label during the day, and at night he wrote music and rehearsed with the band that would become The Bravery. Michael’s gift for detecting fundamental shifts in the music industry has allowed him to create success both on and off of the stage. His band released three albums on a major label, achieved two gold records, three top ten radio singles, and toured over 50 countries—but he also led the group’s marketing efforts and managed the band’s brand equity. He explored and introduced new channels to promote his music and marketed his band as an entirely new brand. Michael continued to pursue his interest in entrepreneurship and growing brands, co-founding a company that links investors with early-stage technology startups. To learn more about The Bravery, visit: thebravery.com.

    World Changing Speaker Series, 03/14: Cedric Terrell, Photographer and Owner, Cedric Terrell Photography

    Cedric is both a seven-year Marine Corps veteran and a rising star in the photography scene coast to coast. His style encapsulates social norms and then quickly shatters them. He sees photography as a form of empowerment for his subjects and clients. From headshots and lifestyle spreads to fashion and commercial shoots, Cedric has catapulted Cedric Terrell Photography to an internationally recognized brand that¹s been featured in an array of critically acclaimed publications. Cedric spoke with us about his experiences on March 14th.  For more information about Cedric Terrell Photography, visit: cedricterrell.com.

    World Changing Speaker Series, 04/11: Tim Riley, Director of Online Experience, Warby Parker 

    Tim Riley is the Director of Online Experience for Warby Parker, where his goal is to make shopping for eyewear online as easy and fun as possible. He spoke to Interbrand about Warby Parker’s earlier days and the feasibility of its still-evolving business model. Prior to Warby Parker, Tim had been working on enhancing the customer experience for many products and clients. Tim has been developing strategy for clients such as Volkswagen, Audi, Walgreens, and Kaplan University, aiming to engage consumers and enhance the overall customer experience. For more information about Warby Parker, visit: warbyparker.com.

    World Changing Speaker Series, 04/25: Ermin Siljkovic, Manhattan Recycling Outreach Coordinator, GrowNYC

    Ermin Siljkovic spoke to Interbrand about his time growing up in New York City. Ermin has always wondered how communities can cooperate to make life in the big city a more wholesome experience. His passion continued to grow throughout school and even more so when he began working at GrowNYC, where he helped set up recycling programs in New York City Housing Authority buildings. Ermin is currently working with building residents and managers throughout Manhattan to devise effective strategies for diverting waste from landfills toward reuse, recycling, and compost. Taking a community-by-community, block-by-block, building-by-building approach, Ermin Siljkovic of GrowNYC’s Office of Recycling Outreach and Education strives to inform NYC residents not only on the “how-tos” of recycling but the “whys” and the importance of understanding waste as it relates to our health, economic, and environmental well-being. For more information about GrowNYC, visit: grownyc.org.

    World Changing Speaker Series, 05/09: Drew Chafetz, Co-Founder and CEO, love.fútbol

    Drew Chafetz was born and raised with a soccer ball at his feet. His family helped nurture his love of the sport by taking him to see games in many nations where he was also exposed to many cultures. In 2005, while traveling through a remote town in Morocco, Drew came across children playing the game he loved under dangerous circumstances. The following year, Drew put his business and economics degree (and his heart) to the test and went on to co-found and run love.fútbol, a nonprofit/social enterprise that partners with and empowers underserved communities to create simple soccer fields for youth. This nonprofit creates safe places for kids to play the game and stay active. love.fútbol has catalyzed fifteen community-driven soccer field projects throughout Guatemala and Brazil, which all serve as hubs for social programs and enterprise, providing a safe place to play for over 13,000 youth. For more information about love.fútbol, visit: lovefutbol.org

    After such a successful series, we are anticipating another motivating set of speakers this upcoming fall. 

    Vandana Ayyar is Interbrand’s Marketing Coordinator, North America.

    Post a comment

  • Posted by: Interband on Friday, July 25 2014 11:38 AM | Comments (0)

    Corporate Citizenship

    From more sustainable sourcing to social innovation, companies are doing more every day to create positive social change and sustainable solutions—and consumers are increasingly “rewarding” brands that take social responsibility seriously.   

    Super Market News reports that American supermarket chain, Safeway Inc., has made great strides in its efforts to sustainably source all fresh and frozen seafood by the end of 2015. The brand is already more than halfway to its goal, proving its leadership as a sustainable seafood retailer. In addition, Safeway has saved over 75 million gallons of water, eliminated 300 million plastic bags, and donated 72 million pounds of food.   

    Speaking of plastic bags, the infamous question of “paper or plastic?” may soon be a thing of the past. According to PackagingDigest.com, standard materials are being replaced with non-toxic, lower weight, biodegradable, reusable and recyclable alternatives. Also, bio-plastics are showing a growth rate of more than 20 percent with production expected to increase from 1.39 million tons in 2012 to 6.18 million tons by 2017. Why? Because packaging influences purchasing decisions—and more consumers are showing a preference for sustainable materials and design.   

    Picking up on the real-world solutions trend, Eco-Business reports that more organizations are moving beyond donations and philanthropy. Instead, they are becoming actively involved in projects that benefit business and have a positive social impact. Whether showing a focused commitment to a particular issue through a corporate foundation or embedding CSR into company operations, CSR programs and foundations boost employee morale and enhance corporate reputations. And the choice does not have to be one over the other—a greater CSR strategy can work simultaneously with a foundation.   

    As these efforts illustrate, businesses are doing a lot to give back—but are they doing enough? According to the 2013 UN Global Compact-Accenture CEO Study on Sustainability, as Sustainable Brands reports, two-thirds of CEOs admitted that businesses could be doing more to address sustainability challenges. Although CEOs see engagement with consumers as the single most important factor motivating them to accelerate progress on sustainability, they are often out of step with what motivates consumers to make responsible purchasing decisions.   

    To engage more effectively with consumers, companies must close the gap between performance and perception, according to Interbrand’s annual Best Global Green Brands report. Commenting on the report, Vikas Vij of JustMeans.com said, “The consumers of today hold the world’s top brands to an exacting standard and expect these brands to act responsibly.” As Interbrand’s research indicates, reducing the gap between socially and environmentally responsible business practices—and consumer perception of those practices—is critical to building brand value.   

    To find out more about the value of Corporate Citizenship, be sure to check out this month’s installment of Closing the Gap!

    Post a comment

  • Posted by: Nicole Diamant on Thursday, July 24 2014 11:24 AM | Comments (0)

    Miss Idaho

    Long relegated to the realm of the old-fashioned or to TLC daytime voyeurism, beauty pageants are suddenly relevant. In case you missed it, Sierra Sanderson just won the title of Miss Idaho 2014—and she rocked her insulin pump during the bathing suit competition. 

    Sierra in swimsuit

    While naysayers continue to pick on pageants for promoting sexist standards of beauty, Sierra made a small but incredibly impactful human statement. And brands should take notice. In a glorious mashup of social media, health empowerment, and forward thinking, the #showmeyourpump campaign epitomizes how healthcare is changing and where the future lies.   

    Health is no longer something hiding behind the closed-doors of a doctor’s office. According to the Pew Research Center, more than 25 percent of Internet users have read or watched someone else’s health or medical experience in the last 12 months. In the Age of the Internet, health is personal, visible, and increasingly public—something we openly share information about. 

    Child with insulin pump

    In fact, a report by PwC revealed that 90 percent of adults ages 18-24 said they would trust medical information shared by others in their social media networks. In light of these trends, healthcare brands need to keep pace by recognizing this shift in how health-related information is being consumed, shared, and exchanged. Patient to patient is now a powerful marketing device. 

    Reshaping brand strategy with the patient at the center is crucial for the industry. Whether it’s a medical device, hospital, or app, smart design and personalization will be key to staying relevant in consumers’ lives. As we take more ownership of our health and begin to share our medical data, we can expect health to extend into other sectors including fashion, tech, luxury goods, and more.   

    Healthcare brands that shift their thinking to the empowered consumer, crafting tools and services that are more than just functional, will lead the way. As health comes into the light, it’s possible that everyone will benefit—learning from others with similar conditions, sharing data with the best and brightest researchers, and understanding how to influence our own well-being, could result in a healthier world for us all.

    Nicole Diamant is the Marketing Manager for InterbrandHealth. You can follow her on Twitter @NicoleDiamant.

    Curious about using brand strategies to boost your marketing efforts? Connect with InterbrandHealth here.

    Post a comment

  • Posted by: Meghann Fraser on Thursday, July 24 2014 09:50 AM | Comments (0)

    How leading companies advance their business and brand by creating shared value  

    Canadian Tire Jumpstart

    The world now faces an increasingly complex set of challenges: growing income inequality, climate change, and food scarcity, to name just a few. While governments and NGOs continue their work in these areas, the corporate sector is now standing up to help address these issues, recognizing that the world is moving towards a new center of balance where societal impact is just as important as profits. Leading companies around the globe are acting to create meaningful change that not only advances business objectives and the world in a sustainable way, but also continually strengthens brand value. 

    However, a review CSR reports, even among leading Canadian companies, reveals that many organizations are simply going through the motions, either aiming for minimum targets for regulatory compliance or recasting standard business practices through a politically expedient lens. In both instances, these organizations are missing valuable opportunities to create positive social impact, enhance the long-term viability of their business, and share more compelling and differentiating stories with the marketplace. By shifting focus from compliance to creating shared value, these companies can strengthen both their business performance and brand.    

    What is Shared Value?  

    Shared value is the idea that a company can create measureable business value by addressing social issues that directly intersect with its business. The notion goes beyond philanthropy or sustainability efforts to identifying specific challenges that will grow the company’s profits while creating positive outcomes for society. Michael Porter and Michael Kramer, who coined the term, identified unique ways companies can create these shared value opportunities, including product innovation that focuses on societal benefits, efficiencies in the supply chain that reduce environmental impact, and supportive industry relationships in the communities where a company operates.    

    Many leading companies have realized the benefits of creating shared value, such as GE. Since launching its Ecomagination business in 2005, the company has earned over $105 billion in revenue from associated products and services. Focused on building innovative solutions for today’s environmental challenges, the Ecomagination business has grown at twice the rate of the rest of the company. Walmart has realized similar success with its own shared value initiatives. In its efforts to reduce product packaging and optimize delivery routes, Walmart has lowered its carbon emissions while saving $200 million in costs—a clear and dramatic example of redefining productivity in its value chain.    

    Shared Value and Brand Value  

    But beyond driving revenue and improving margin, shared value initiatives provide companies with the opportunity to build brand value. No matter what the goal—from enhancing employee clarity on the company’s purpose to differentiating the brand or improving perceived authenticity and relevance—creating shared value fortifies the attributes that strengthen B2B or B2C brands. The result is a brand better able to drive choice, enhance loyalty, and ultimately increase brand value.   

    Shared Value and Internal Clarity  

    A key tenet to any strong brand is an internal sense of clarity. After all, how can employees be responsible for delivering a brand they don’t understand? This includes being aligned with what the brand stands for—its purpose in the world—so they can engage fully and deliver on its promise. Studies show that companies enjoy significant benefits from highly engaged employees, and frequently see uplift in every business performance indicator: profitability +16 percent, productivity +18 percent, customer loyalty +12 percent, and quality +60 percent.    

    Canadian outdoor recreation outfitter, MEC (Mountain Equipment Co-op), understands its purpose in the world (inspiring Canadians to be active outdoors) and motivates employees accordingly. But to fulfill its mission, MEC understands it must go beyond providing equipment and play a role in conserving the outdoor spaces where people use MEC’s gear. Through its involvement in local communities and outdoor industry associations, and its integrated business and sustainability strategy, MEC embodies shared value. It is building supportive industry clusters that create, develop, and innovate opportunities within its market, while ensuring employees understand the brand’s purpose.    

    Shared Value and Differentiation  

    Canada’s leading telecommunications brands have struggled to differentiate and drive consumer choice beyond price, but one brand stands out for making significant strides to separate itself from the pack. With the launch of Bell’s Let’s Talk initiative in 2010, the company has made progress to put an end to the stigma surrounding mental health by raising national awareness and committing $62 million in funding. While Let’s Talk is playing a vital role in bringing attention to one of the most widespread health issues in this country, it is also helping Bell engage with consumers in a more meaningful way—on the very devices they provide to them. This effort differentiates the brand in a way that has been proven to drive consumer choice and loyalty.  

    Shared Value and Authenticity  

    To convey authenticity effectively, a brand’s communications must consistently align with its actions. For instance, as Canadian financial services brands send messages of partnership and support to customers, consumer debt levels head to a forecasted all-time high in 2014— largely due to easy access to credit. One exception is National Bank.    

    With its ClearFacts initiative, National Bank provides consumers with a plethora of free advice to help Canadians make more sound financial decisions today and tomorrow. Guidance spans from how to best manage daily expenses, such as cell phone data usage, to longer-term considerations like buying a home and planning for retirement. By creating a service that supports the financial health of consumers, National Bank is strengthening its credibility and the authenticity of its brand.    

    Shared Value and Relevance  

    In Canada, childhood obesity is expected to have significant impact on industries such as healthcare and insurance, yet one brand taking on the issue represents a different sector altogether. In 2013, Canadian Tire launched a national advertising campaign bringing broader awareness to childhood obesity, encouraging parents and kids alike to embrace sport and outdoor activity to live better. Canadian Tire extends this effort far beyond ad campaigns by continuously supporting its Jumpstart initiative. Founded in 2005, Canadian Tire Jumpstart enables financially disadvantaged kids to participate in sports by helping to cover the cost of registration, equipment, and transportation. These cumulative efforts notably enhance the brand’s relevance with Canadians by driving interest and engagement in sport, and ultimately, health and well-being.      

    The concept of creating shared value is equally relevant to the non-profit sector. In focusing on new ways to partner, non-profit organizations along with their corporate sector donors are transforming traditional corporate philanthropy into shared value opportunities. One NGO taking on this approach is Plan Canada. “We’re finding more and more opportunities to engage with our corporate partners, moving beyond donations to engaging their employees more holistically,” says Paula Roberts, Executive Vice President, Marketing & Development at Plan Canada. Not only does this approach support Plan Canada’s work in various regions across the globe, but it also strengthens employee engagement levels within its corporate partner base, a proven metric to enhance both productivity and profitability within a business.    

    In creating shared value, these brands demonstrate the opportunity at hand: to be leading Corporate Citizens while strengthening their organizations’ bottom line and brand value. By stepping outside category norms, each has shown how doing what is beneficial for society can, in turn, be beneficial to the business and brand. As more companies move from compliance to embracing shared value in their strategic business planning, we will hopefully see an exciting evolution in category norms altogether. 

    Meghan Fraser is a Director of Strategy for Interbrand Canada. You can follow her on Twitter @meghannfraser.

    Post a comment

  • Posted by: Lindsay Beltzer on Wednesday, July 23 2014 12:34 PM | Comments (0)

    Josh Feldmeth, CEO Interbrand North America

    Josh Feldmeth has been named CEO of Interbrand North America.

    Congratulations to Josh Feldmeth who has been named CEO of Interbrand North America. Josh’s promotion comes after serving as CEO of Interbrand’s New York, San Francisco, and Toronto offices since 2013. He succeeds Lee Carpenter, who is leaving Interbrand after 12 years.   

    Since joining Interbrand in 2002, Feldmeth has led brand engagements for clients including UPS, AT&T, and GE, among many others. As a noted expert in branding and business consulting, media outlets such as CNBC, Bloomberg TV, Advertising Age, and Mashable have sought his expertise on hot topics such as J.C. Penney’s market bounce back, the “branding” of the Republican Party, the personal brand of Stephen Colbert, and more.   

    Discussing his promotion, Feldmeth said, “Interbrand has been my professional home for over a decade—and for a good reason. I believe in our service offerings, our commitment to clients and, and above all else, our people. This is an exciting time for our business. It's a moment of transition when, more than ever before, we have the opportunity to help clients drive meaningful innovation and create world-changing experiences.”   

    Josh Feldmeth, Lee Carpenter, and Jez Frampton

    CEO of Interbrand North America, Josh Feldmeth, standing with Interbrand's Global CEO, Jez Frampton, and Lee Carpenter.

    More on Josh’s appointment can be found in the official press release.

    Connect with Josh on Twitter @joshfeldmeth.




    Post a comment

  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. Next page