德勤2016年品牌领导力影响报告

Foreword The Impact Project, produced by Deloitte Global,questions business leaders all over the globe tounderstand how great brands are built today.Whether an upstart or a re-inventor, we’ll unpackwhat strategies and principles they employ tocreate emotional differentiation and financialimpact in a sea of sameness. We will explain whathas changed and what remains timeless. And we’llidentify how, in an era of mindful consumerismwhere people buy brands they admire, leadingorganizations should think and behave. In today’s open, social andincreasingly values-drivenmarketplace, disruption hasshifted from technologicalto social to personal. Peopleof every social strata and inalmost every nation are gainingin the power that comeswith knowledge. This is alsotrue for brands. A brand respected in Europe will likely grow marketshare in Africa, while a misstep in North Americacould instantly diminish credibility in Asia. Awashin a tidal wave of instantly accessible data, peoplenow view brands and companies as if they werehuman. And, like any relationship in the twenty-first century, loyalties are shifted with the click of amouse or the tap of an app. Across the Deloitte Network, every day wechallenge ourselves to find the human insightsthat move markets and society. We take the task ofbrand building seriously with our leadership brand,and we have developed a perspective on howbrands—the engines of economic growth—nowneed to be built to thrive in the turbulent modernmarketplace. Conventions of past brand buildinghave shifted; cultural changes worldwide prescribea new lens for brand builders intent on success. As we scoured the globe to reveal lessonsin modern world-class marketing and brandstrategies, we discovered an exceptional set ofleadership brandsonto which the buying publicbestows great respect and relevance. Thesebrands have arrived at just the right momentwhen leadership is in short supply. Foreword To be a brand leader, you must learn how to thinklike one. To create meaning in today’s marketplacerequires leadership, innovation, and solving socialproblems. It demands resiliency and trust. To bea leadership brand mandates an internal culturethat respects and serves a brand’s community.Marketing is no longer just selling; it’s aboutmaking connections and solving problems thatimprove people’s lives. The brands that will wintomorrow will build themselves into future-readyobjects of desire—in their products, services,people, and soul. According to the World Economic Forum, 86%of people globally say,“ we have a leadership crisisin the world today.”iYet no group demandsmore of leaders and brands than Millennials.Unafraid of the ongoing transformation—because they were born into it—87% feel businesssuccess should be measured by more thanfinancial performance, while 64% still believe thatcompanies focus on their own agenda ratherthan considering wider society.ii In this comprehensive study of modern brandleadership, we examined more than 150 brandsin 28 countries and interviewed top leaders andrising stars across various disciplines. Together,they offer a panorama of workable, inspiringconcepts that show how to thrive in an age ofever-rising expectations, and constant disruption. Are you ready to make an impact? Many ways tomake an impact Conventional wisdom suggests there is aplaybook to brand greatness—just study AppleInc., Nike, or Google. But in reality, great brandscan be built in many different ways based ontheir unique strengths, the culture of theircompanies, and the context in which theyoperate. Although the brands we studied allexhibited a common desire to create both socialand economic impact, four distinct segmentsemerged based on leadership, structure, corevalues, and culture. The first group you maycall the “brandgelists” in that they are built on apassionate following of higher-order, almostcult-like ideals. We call them Y-Prophets. Victory for all 1. Y-Prophets: Crafting ameaningful why Sharing profit becauseyou actually want toishow Y-Prophets rally employees around a higher-order mission. Yemeksepeti (which means “foodcart” in Turkish) is Turkey’s largest online fooddelivery site, reporting over 3 million transactionsa month. Similar to Grubhub, Yemeksepetipromises food delivery to its customers’doorsteps within 30 to 45 minutes of an order. These brands constantly ask ‘Why?’, tying everydecision back to their people, products, profitand, ultimately, their purpose. These brands aretypically infused with millennial values to appeal tothe largest cohort in the global marketplace andare moving into leadership ranks in the workplace. Y-Prophets build everything around a higher-order purpose, which influences decision-makingat every level. They cultivate communities ofemployees and consumers around their visionof a brighter future. Y-Prophets have audaciousbeliefs that their brand can change society forthe better—this forms their value proposition andtheir differentiation.iii Founder Nevz