XL…Interbrand《成长剖析》

Welcome to InterbrandBest Global Brands 2016 We closed 2015 with a clear understanding that the bestbrands in the world embody a simple and important principlein the Age of You: They move at the speed of life. While growth is a singular goal, it’s a complex subject thatcan be opened up, explored, and dissected, all with the aimto accelerate and sustain it—and where better to start thanwith the Best Global Brands? This means that the most successful brands—the ones withthe most presence in people’s worlds—are designed to livein moments, even as they scale and push boundaries. Thesebrands empathize with individual’s priorities, meeting peoplewhere they are, when they want to be met. This year we’re going behind the Top 100 to find out how theBest Global Brands define, fuel, and sustain progress.They aren’t just charging ahead, they’re defining what growthmeans for their brands and businesses, and finding the bestsolutions means diving in to reveal the Anatomy of Growth. In 2016 and beyond, the need to connect to people,to be more personal, is a critical element of brand andbusiness growth. Jez JezFramptonGlobal Chief Executive Officer Anatomy of Growth The brand isthe business.The businessis the brand. Growth is human, it’s natural, and it’s as vital tobusinesses as it is to people. But in today’s global market,growth is increasingly multidimensional and holistic—it’s about getting creative and strategic, and using brandsto drive the development of products, services, andexperiences with the customer at the core. And that takesunderstanding the true nature of your brand and itsrelationship to business growth. Brands are the way people interact with and experiencebusinesses. But, brands are complex because they arecreated by complex organizations, where it requireseveryone and everything to work together in order tocreate—and live up to—people’s expectations. Whenbrand leads the creation of an organization-wideexperience, it can be used as a strategic and drivingforce that brings business strategy to life. Growth is human,it’s natural,and it’s as vitalto businessesas it is to people Growth ismultidimensional Growth encompasses both your business and your brand.It’s crucial to understand both in detail, identifying whatsustains them and how they work together. There are manyforces at play, internally and in the market, and your brandstrategy provides the means to navigate them.By developing a holistic picture—one that includes culture, capabilities, products, and experiences—brands canovercome challenges and nurture real, lasting growth. Though growth is natural, it’s never easy. The challengefor leaders is to create the conditions, strategies,and experiences to enable growth. This is an enterprise-level undertaking in an age where internal divisions(or silos) within businesses are very much still the norm.But complexity can be countered with deep understanding. Usetechnologyas a conduit Growthmust becohesive Andmake humaninsight king Companies have to be morecomprehensive, creative, andcustomer-centric. The only way tonavigate the multiple avenues ofgrowth is to develop a clear andcohesive strategy that iscompletely designed around thecustomer. Growth comes froma clear strategy and exceptionalcustomer experiences.That requires great people whowork together with a powerfulbrand as both strategic visionand blueprint for experience. Naturally, technology has becomea driver of these new products,services, and experiences, and istotally transforming businessmodels. Technology providesgreater proximity to people—it allows brands to not only connect,but to become an integral part oftheir customers’ lives. It should bethe conduit that ties together thebusiness’s products and serviceswith the brand’s experiences,and it has the potential to makeseamlessness a reality. And technology is the way in.Your brand is the uniting and guidingforce, but it’s not just about trovesof information, it’s how businessesuse insights to form truly humanconnections. And knowing thatgrowth starts from within, it’s justas important to seek human insightsinternally—from your people—todevelop stronger cultures and bettercapabilities. Our people are theinnovators, the doers, the passionand energy, and the fuel for growth. And brands grow business grow brands Your brand and your business interact to generate growth.Both internally and externally, the brand is the thing thatpeople “hold on” to, aligning them within your organizationand connecting them to those you’re trying to serve.Your brand is therefore a proxy for your business: it drivesyour market, product, and service strategy by helping todetermine where and how far you can grow. Understanding the dynamics of your brand and business isessential. Starting with the business, you have to connectthe dots between your internal culture and the market andtranslate that proposition clearly and powerfully to customersin the market. The needs of the business Revealingthe