Ahh, yes, it’s finally here… the day we’ve all been waiting for. The most famous document in branding has just hit the screen- the list of the 100 most valuable brands in the world. 

As I woke up this morning, my thoughts quickly rejoiced when I remembered what day it was. It’s been marked down on my calendar for weeks, and I must admit that I could compare the feeling to my birthday or even Christmas- full of expectations and at the same time wondering what the outcome might be. As if I’d be getting a gift or something. But I know exactly what kind of gift it is- the gift of food for thought. It’s as if my mind automatically hits first gear in an S65 AMG.

There it was. As I took a look at the list, I couldn’t help but wonder… What elements do the brands in the top 10 have in common? What key ingredient has led to their brand value or change in brand value for that matter? Has it been the economy? Have there been changes in consumer behavior? If so, what triggered them? What has been the strategy behind the company this year? New market launches? New marketing campaigns? What elements were communicated in those campaigns? Ah, the list goes on and on… 

I am pleased to see that among this year’s top risers are Google, Apple and Blackberry, with increases amounting to 36%, 32% and 37%, respectively. Their performance has simply been outstanding- from product lines, brand extensions to ad campaigns- it’s been top notch. Sectors such as Internet and Financial Services are seen to have had a tremendously positive growth in their combined brand values, as well as Computer Software and Beverages, whereas industries such as Automotive, FMCG (Fast Moving Consumer Goods) and Restaurants, decreased this year.

It is however interesting to see the relationship between the brand “value” and its participation and subsequent performance in the marketplace during the year. As Mark Ritson points out, “How long can a 19th century medicinal tonic head the list of the world’s biggest brands?” True.  But for the time being, regardless of the subjective nature of the ranking, I applaud the folks of Coca-Cola. Getting to be #1 is no easy task, much less holding on to that spot years in and out…

Congrats guys. I’m sure a lot of happiness was “opened” up today in your offices. Bottoms up!

Check out the complete list of Best Global Brands Ranking 2010 .

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).

Make way for the almighty- for those who pave the way and raise the bar.

Brandweek and AdweekMedia have teamed up and published the CMO Special Issue- and in it present the winners of the Marketer of the Year 2010.

Who made the cut:

• James Moorhead- Old Spice (Grand Marketer of the Year)
• Steve Jobs- Apple
• Geoff Cottrill- Converse
• Justin Lambeth & Gannon Jones- Frito-Lay
• David Webster- Microsoft
• David Lauren- Ralph Lauren
• Russell Weiner- Domino’s
• Tim Mahoney- Subaru
• Martine Reardon- Macy’s
• Tony Hsieh- Zappos

To view the complete article, click here.

Congratulations to this group of talented professionals, risk-takers who envision and embrace new opportunities while striving relentlessly for new heights. Those who think with their hearts and act with their gut. Those who rise up to the challenge by making a brand come to life- every single day.

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).

¨The 22 Immutable Laws of Marketing¨, Al Ries and Jack Trout

Back when I was a student in college, I came across a book called ¨The 22 Immutable Laws of Marketing¨, by Al Ries and Jack Trout. What started out as a general read in order to write a term paper, quickly became the most defining moment in my life as a Marketer. Its content is the foundation on what I have based my thinking process, decision-making and general view of the world I live in ever since I got my hands on it. It simply changed my life.

After that, I turned to another one of their books: ¨Positioning- The Battle for your Mind¨. There I stumbled onto the phrase that shaped my philosophy and ultimate goal as a professional of this field- ¨Marketing is not a war of products, it’s a war of perceptions.¨ (Ries, Trout). It was then and there that I finally figured out what I was dealing with: psychology. Our mind works through the power of association. We link everything and everyone we know and see to something else. Wheather it’s Coca Cola to the color red, Volvo to the word safety, Rolex to luxury- our mind is a giant pool of words constantly being grouped together. And searching for that one particular word we want to be associated with and making it stick in people’s mind is our ultimate challenge.  In the end, all that we do in the world of business, our strengths and values as a product or as a company, don’t mean a thing if people don’t perceive it as such.

For me, Al Ries and Jack Trout represent the authors of what I consider to be the ¨bible¨ of Marketing, and dedicating endless posts to them will be my way of showing my deep appreciation and high regard to their philosophy. A concept and motto that shall be with me for all eternity.

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).

Today is May 19th and this is my first post. The idea of having a site dedicated to the wonderful world of Marketing, and in particular, to Branding, has been something on my mind for quite a while…several years to be quite honest. It’s always been a dream of mine to channel the passion I feel for this profession, and somehow, even if just a bit, transmit it to others.

First and foremost I’d like to thank my eternal mentor, my friend Ivan, who has supported this project since day one. This would not have been possible if it weren’t for you. To Edgar for having stood by our side during the thousand “focus groups” in search of names, designs and titles for this… And to my parents for having set the example and the path that I wish to walk every day in support of my profession. You have taught me the value of loving what I do.

Here’s to all my fellow collegues, who each morning wake up in search of the perfect idea, slogan, tool or even a word that will set them apart from all the noise out there- who strive each day in order to obtain the ultimate goal- a door into someone’s mind.

This is for you.