Marketing secrets from Coke (No 1) and Nissan (no 74) in top brands list
What is the secret of keeping a brand at the top? The Drum is pleased to bring you a few clues from Coca Cola, confirmed today as the world's No 1 brand for the 13th year in a row in the Interbrand 2012 survey of the top 100 brands . Coke's brand value is $77.8 billion, up 8 percent from 2011 .
How to stay right at the top
“We remain very humble that we’re in that top spot,” says Joseph Tripodi, Coca cola executive vice president and chief marketing and commercial officer . Tripodi says increasing the effectiveness of ads will help the company increase its revenue to $200 billion in 2020, from $95 billion in 2008.
Tripodi says nothing lasts forever , but says the company will strive to keep the Coke brand relevant through innovations in engaging with consumers.
For instance, he said, on Facebook Coca-Cola has more likes, 51.98 million, than any other brand.
“A lot of staying relevant is not being afraid to take risks or do different things,” Mr. Tripodi said. “It’s less about what you sell and more about what you stand for as a brand and company.” So go for it, folks!
Some brands from the 2011 report are absent from this year’s list. One is British brand Barclays, in 79th place last year; that is attributed to the “adverse effects” of the accusations that Barclays had tried to fix key interest rates for its own benefit.
Only two other British brands remain: Burberry (82)and Johnnie Walker at (83).
But here are more marketing secrets from Nissan, which rose to 73 from 90.
Andy Palmer, executive vice president for marketing said the rise was " the ultimate external proof point that we’re doing the right things as a brand.”
Among those things, says Palmer , is that “we’ve become a heck of a lot better at telling stories . . . this year, for the first time in our 80-year history, we created a global brand campaign” for Nissan.
He also cited advertising efforts like a Nissan channel on YouTube with “one new story every single day of the year,” he said, an app with about 54,000 downloads.