Social Commerce Speed Summaries

Speed Summary | Differentiate-Collaborate-Humanise – The DNA of a Power-Brand

So Interbrand has published it’s Best 100 Global Brands list for 2011 (free report download (12MB)).

No surprises, Coke is still the most ‘valuable’ brand (valued at $71.9bn) as defined by three criteria,

  • The financial performance of the branded products or services
  • The role of brand in the purchase decision process
  • The strength of the brand to continue to secure earnings for a company

Indeed, the top 10 power brand list remains unchanged from 201o, with the exception of Apple, a new entry and big gainer, that has replaced Nokia. What’s more interesting is the corollary Interbrand research that unpacks the three critical success factors behind a power brand. The Popsop team have put together a nice summary of the research, but in a nutshell here are the three things you need to do to drive brand value

  • Differentiate: Steve Jobs may have preferred, ‘think better’ to ‘think different’, but thinking – and more importantly – being different is key to brand value. Uniqueness is a key brand dimension
  • Collaborate: Power brands collaborate. Whether it’s with designers, artists, causes or other brands, power brands grow through collaboration; Nike-GyakusouConverse-Marimekko, BMW-Guggenheim, Coke-UN.  You get the picture: We are stronger than me.
  • Humanise (technology): Putting a ping in the universe, power brands create smiles with technology, usually by making it invisible.  Start with the smile and work back to the technology.
(click image to enlarge)


Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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