DemandandDesire

Welcome back to Demand and Desire, the Art and Science behind Brands, with Jez Frampton (CEO of Interbrand).

In this edition Frampton journeys to the Brazilian Grand Prix, to delve into the relationship between brands and sponsorship.

Sports sponsorship can associate your brand with the aesthetics of winning, with heroic brand ambassadors, and - in the case of F1™  - with notions of ‘premium’ and ‘performance’. But will you get value for money? Frampton speaks to three key experts:

Andreas Sigl from Infiniti, the global luxury automotive brand from Japan, is the  Global Director of its Formula 1™ activities. Sigl is responsible for a partnership program with the champions: Red Bull Racing. This is a significant commitment designed as to build brand awareness; and is a key tool towards a five year plan to triple their sales.

Alex Pinedo is the Managing Director of Interbrand in Brazil. With football’s world cup being hosted in Brazil and the Brazilian Grand Prix bringing more corporate clients into Brazil than ever before Alex can give us a uniquely Brazilian perspective on the future of sponsorship.

Plus you’ll hear from Silvia Keller, responsible for providing the corporate hospitality for Infiniti at the Brazilian Grand Prix, on how she feels fully committing to the relationship means brands can benefit.

You’ll hear directly from the paddock in Sao Paulo, from the heart of the Formula 1™ circus: there’s 520 million people watching logos flashing around the track, and a few hundred corporate clients being wooed right in the middle of the action.

Interbrand, the world’s leading brand consultancy, has a close relationship with F1™  : we are an official partner of the team at AT&T Williams; researching the power of sponsorship and its link to brand value creation.

This is the latest of Jez Frampton’s Demand and Desire series of audio programs - which you can catch up with, and subscribe to here

http://www.interbrand.com/en/knowledge/blog (click on the Demand and Desire link to the left on that page) – and also spread around  on your social network http://audioboo.fm/Interbrand

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (14)

Best Global Brands 2011

Part 3: of 3 podcasts from Interbrand’s events at the New York Stock Exchange.

How did a luxury brand do so well during a downturn?

As Interbrand’s Global CEO Jez Frampton says, one of the most fascinating stories from Interband’s Best Global Brands list in 2011 was the rise of Burberry, the only non-tech brand on the list.

The brand was struggling 5 years ago as it had become over-exposed. Enter new CEO Angela Ahrendts, who has transformed the Burberry brand by placing creativity and innovation right at the core of the business, at the same time as rediscovering the heart of the brand from its original products. This may seem contradictory at first, this mixture of old and new; listen to Angela explain.

You can hear (and download) Demand and Desire, The Art and Science behind Brands at www.Interbrand.com, do feel free to share it on the social networks via http://Audioboo.fm/Interbrand or subscribe for your iPod at http://DemandandDesire.podbean.com, or via iTunes.

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (12)

Best Global Brands 2011

Part 2: of 3 podcasts from Interbrand’s events at the New York Stock Exchange.

Where do you go from #1?

The Best Global Brands event was the biggest ever this year, and we at Interbrand were delighted to greet our friend Coca Cola’s Joseph Tripodi - EVP & Chief Marketing and Commercial Officer of the #1 brand on the 2011 Best Global Brands report. In this part of the Demand and Desire podcast from The New York Stock Exchange, Joe talks with Interbrand’s Global CEO Jez Frampton and The Wall Street Journal’s Simon Constable.

You can hear (and download) Demand and Desire, The Art and Science behind Brands at www.Interbrand.com, do feel free to share it on the social networks & apps via http://Audioboo.fm/Interbrand or subscribe for your iPod at http://DemandandDesire.podbean.com, or via iTunes.

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (10)

Best Global Brands 2011

Part 1: of 3 podcasts from Interbrand’s events at the New York Stock Exchange.

Jez Frampton, Global CEO of Interbrand announces the top ten from the New York Stock Exchange at the beginning of the day’s events. Who are the brands who have increased their brand value, and why? It’s interesting to note how close it was this year; and some of the major business folk who were in attendance…

Interbrand is the world’s leading Brand Management agency. The Best Global Brands (BGB) is one of the top three on the ‘lists of the lists’ that CEOs look at to assess the performance of their company. The BGB adds up the many ways in which a brand touches and benefits its organization from attracting and retaining talent to delivering on customer expectations; and places a financial value upon it. The final value can then be used to guide brand management, so businesses can make better, more informed decisions.

There are three key aspects that contribute to the assessment: the financial performance of the branded products or services, the role of brand in the purchase decision process, and the strength of the brand.

Your brand is a living, breathing business asset: Interbrand’s Best Global Brands list and related events helps you learn from the best…..

You can hear (and download) Demand and Desire, The Art and Science behind Brands at www.Interbrand.com, do feel free to share it on the social networks & apps via http://Audioboo.fm/Interbrand or subscribe for your iPod at http://DemandandDesire.podbean.com, or via iTunes.

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (10)

Welcome to this very special edition of Demand and Desire; the art and science of brands.

“Green” or planet-focused corporate citizenship brands are the ones that are most likely to have the largest impact. Interbrand, the world’s leading brand management organization have recently announced their 2011 Best Global Brands report http://bit.ly/qreaVn

As part of the awareness campaign for this event Jez Frampton, Global CEO of Interbrand, spoke at the United Nations Private Dining Rooms as part of a wider discussion on the subject, and in this podcast/audioboo you’ll hear this address.

Corporate citizenship is become increasingly important for business not only from the obvious political, economic and ecological perspectives, but from a brand expectation point of view.  Markets around the world are becoming ever more sensitive to any delineation between what brands claim to do and what is being done. Also, as employers the new graduates, the ‘millennial generation’ are just as interested in corporate responsibility strategy as they are salary.

Frampton herein discusses the wider impact of green strategy  - as part of his Demand and Desire series of audio programs - which you can catch up with, and subscribe to here

http://www.interbrand.com/en/knowledge/blog (click on the Demand and Desire link to the left on that page)

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (14)

Jez Frampton, CEO of Interbrand and Interbrand's Director of Strategy in New York Emma Hrustic discuss Interbrand’s Best Global Green Brands.

Your green initiatives may be among your most visible; you realize good practice is smart practice. But there can be a large difference between your performance and public perception. How can green policy contribute to consumer choice and contribute to brand equity?

It is because of this potential misalignment between brand performance and perception that Interbrand has engaged Deloitte to help them offer a broader view of green perception and performance, to create a score that more comprehensively measures leading brands’ green efforts and to ensure that credit is given where it’s due. The study assesses how green a brand is by distinguishing between performance and perception.  

Interbrand are the experts in corporate citizenship practice, advising brands on how to create a corporate citizenship strategy that is integrated with their brand promise.

To find out more specifics about our Best Global Green Brands methodology, you can read the methodology article at www.interbrand.com and view our accompanying infographic.

A good green initiative is, after all, one that is profitable for the bottom line as well as the brand….

This latest edition of Demand and Desire, the art and science of branding, is available via iTunes, simply subscribe at http://DemandAndDesire.podbean.com and as a downloadable (MP3) Soundcloud (ideal for sharing on social networks) here http://bit.ly/mVf15G

Listen Now:

 Standard Podcasts: Play Now | Play in Popup | Download | Embeddable Player | Hits (6)

Welcome back to Demand and Desire.

In this edition we hear Interbrand’s CEO Jez Frampton’s presentation at the 41st St. Gallen Symposium (this is part one, in part two we’ll hear Frampton’s thoughts on some of the business and brand-related issues which are relevant to the symposium’s theme).

In order to promote intergenerational dialogue, every year, 200 talented young people meet business leaders and experts from all walks of life at St Gallen University in Switzerland. This year’s theme was “Just Power”.

Power relations are at the basis of all social and economic interaction. With the St. Gallen Symposium’s intergenerational dialogue in mind, the question needs to be asked as to whether the distribution of power as inherited by the younger generation will be just, productive and sustainable. 

Consumer power has shifted exponentially thanks to the web and social networking.  We’ve heard the horror stories of CEOs being held to account, of companies shamed, of bad practices exposed, of brands dramatically reduced in value. Are structures within organisations adapting to these new market dynamics? Can companies break down the ‘silos’ to provide the seamless experience we all expect? Can they change the control relationship with their own staff to allow them to interact with their markets, and each other? The world is changing; but are corporations changing..?

This Podcast is available as a Soundcloud here – ideal for posting on facebook, twitter etc  http://snd.sc/iTvkOH

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (29)

In order to promote intergenerational dialogue, every year, 200 talented young people meet business leaders and experts from all walks of life at St Gallen University in Switzerland. This year’s theme was “Just Power”.

Jez Frampton, Group Chief Executive of Interbrand fronted one of the many intergenerational discussions at the symposium. (You can hear his formal presentation in part one of this Podcast). In this, part two, Frampton speaks about the past, present and future for marketeers, and warms to his special subject, that of Brands. You’ll hear stories, anecdotes and a passion for what Frampton describes as your “living business asset”.

With the St. Gallen Symposium’s intergenerational dialogue in mind, there’s plenty of advice here for the young students present: but also some salient lessons for those a little longer in the tooth…

This Podcast is available as a Soundcloud here – ideal for posting on facebook, twitter etc  http://snd.sc/iXM2US

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (27)

Interbrand have announced the Best Retail Brands of 2011 at the GlobalShop event in Las Vegas. The new report ranks the top 50 U.S. retail brands by brand value, as well as the top retail brands from Asia Pacific, Canada, U.K., France, Germany and Spain.

Global CEO Jez Frampton, in the latest Demand and Desire Podcast, speaks to some of the success stories: Scott Klein, Customer Loyalty Manager at Zappos.com; Michael Mencel, Director of In-Store Marketing & Brand at Family Dollar, Whole Food’s Senior Design Coordinator Adam Smith and Jose Gomez, who is Senior Vice President at Mango.

Consumer confidence has been returning, but people have been changed by the recession – we’ve seen markets opening up and rapid advances in technology that influence how we shop. For retailers this means having to create new and exciting opportunities to connect.

The GlobalShop conference also gave Frampton the chance to speak to Interbrand’s experts in this field: Scott Geoffrey, Chief Creative Officer of Interbrand Design Forum, Bruce Dybvad, CEO of Interbrand Design Forum, and the man who founded Interbrand Design Forum and is now CEO & Chair of Interbrand North America, Lee Carpenter. Brand-led retail companies have proved to be resilient; and in this edition of Demand and Desire, we find out why…

Demand and Desire is available for free at iTunes and here at http://DemandandDesire.podbean.com. This edition is available to download at SoundCloud here http://snd.sc/heDt9G which is also perfect for sharing on social networks, simply cut & paste the link onto your profile.

For the list of the Best Retail Brands of 2011: http://www.Interbrand.com

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (41)

The Pharmaceutical Industry used to be about innovation and patents: increasingly it’s about mergers and acquisitions. Health and life-science brands are therefore looking at their brand to help consumers make choices. But it’s a unique market place which has to tell a story to all interested parties: the end user who doesn’t want it as they’d rather be well; the Pharmacist & the Physician who are looking at quality and efficacy; and the regulator or government who are often paying.

In this edition of Demand And Desire Interbrand Global CEO Jez Frampton talks with Wes Wilkes, Executive Director, Global Strategy InterbrandHealth about building a story for Pharma brands. The market is now asking questions about ethics and trust. Should the master brand add value? Only if you know what the company stands for….

This Podcast is also available as a downloadable Soundcloud, which is also ideal for sharing on social networking sites. Simply cut and paste this link http://bit.ly/ezUg6D onto your facebook, twitter etc.

To read more visit the InterbrandHealth site here: http://bit.ly/c3mJPA

Listen Now:

 Enhanced Podcast: Download | Embeddable Player | Hits (32)