Interbrand: Demand and Desire's posts

Demand and Desire, the podcast from Interbrand’s CEO Jez Frampton returns; with a celebration of the 2012 vintage of Interbrand’s Best Global Brands event, featuring an interview with Alexis Nasard – from one of the brands of the moment (thanks to a certain J. Bond) – Heineken ®.

Chief Commercial Officer Nasard speaks with a refreshingly blunt frankness about the successes at Heineken ® over recent years. It’s about leadership he argues: and one basic idea which then drives and flows through all aspects of the business. Find out what that one simple idea is herein. It’s been difficult to avoid the new Bond movie and to read about the relationship Heineken ® has with it; listen to how Nasard feels the relationship and sponsorship helped the Bond brand every bit as much as his own..

This year the Best Global Brands event was dubbed ‘The Human Issue’, concentrating on the human construct of brand image, choice and interaction – both inside and outside of the organisation. All the details, analytics and interviews with key marketers from all over the world can be found at www.Interbrand.com.

Interbrand’s Best Global Brands is a worldwide event, with thousands of guests, and key speakers.

The run-down is based on on three basic factors: 1) the financial performance of the branded product or service; 2) the role the brand plays in influencing consumers; and 3) the strength of the brand in asking a premium price for its products or bringing in earnings for the company.

Brands have a duty to inspire…we are not merely ‘customers’ any longer.

#Skyfall #BGB12

Welcome back to Demand and Desire: Interbrand’s series of podcasts about the art and science of branding.

This time: a special to link with the Interbrand ‘Best Global Green Brand’ report 2012.

Jez Frampton, the CEO of Interbrand and the Global Sustainability Lead at Deloitte Dave Pearson herein discuss the business opportunities and the innovation potential of sustainability.

If you are to expand there are plenty of environmental challenges ahead. You are quickly bought to account if they’re doing the wrong thing - but if you’re doing the right thing it should be noticed. It’s all about the balance between performance and perception…..

Interbrand is the world's leading brand consultancy, specializing in a vast brand services and activities. This is our second Best Global Green Brands report. We begin with the understanding that planet-focused, corporate citizenship efforts of the world's most valuable brands are the efforts most likely to have the largest impact. The result is a comprehensive report of public perception of "green" performance and a demonstration of that performance of some of the world’s most valuable brands.

Welcome to part 2 of this Demand and Desire special, wherein Interbrand CEO Jez Frampton looks into the future.

Karen Burke is Interbrand’s Global Chief Communications Officer. In this podcast she asks Frampton to discuss:

the Financial Sector – here’s an opportunity to reset understanding,

both the Hospitality and Food & Beverages sectors – and their acute awareness of the fast-changing way we move around,

in Healthcare markets it’s becoming about managing portfolio as the brand becomes ever more important in a world of generic competition,

how Luxury brands have survived in the downturn,

the Telecommunication and Media industries are dealing with cultural change as well as technological speed,

and Retail: What’s in store for the store?

Your brand is a living, breathing business asset. No matter what sector your business is in. In tough times it is what you stand for that will differentiate you from the competition….

This is the latest of Interbrand’s ‘Demand and Desire’ series of podcasts, available at http://Audioboo.fm/Interbrand.

To subscribe to Demand and Desire click on http://audioboo.fm/users/135329/boos.rss and select iTunes, or a preferred user.

The URL for this particular podcast is www.boo.fm/boos/700939 -

do feel free to pop it onto your social network.

Welcome to part 1 of this Demand and Desire special, wherein CEO Jez Frampton looks into the future of some of the key sectors that Interbrand, the world’s leading brand consultancy, works in.

Anchored by Global Chief Communications Officer Karen Burke, this podcast takes a trip towards what’s upcoming for:

Airlines – let’s make flying fun again! (and perhaps introduce useful brand partnerships)

Automotive – there’s more innovation in the last five years than in the previous fifty, soon we may be driving as a community rather than as individuals

Business Services – companies need a clear message especially for their own people, how do they make your life easier?

Developing markets – add South Africa to make it BrICS!

Part two follows soon….

Interbrand’s ‘Demand And Desire’ series of podcasts are available at http://Audioboo.com/Interbrand.

To subscribe to Demand And Desire click on http://audioboo.fm/users/135329/boos.rss and select iTunes, or a preferred user.

The URL for this podcast is http://boo.fm/boos/679516

do feel free to pop it onto your social network

In this edition of Demand And Desire we look at the future of retail, to combine with Interbrand’s Best Retail Brands 2012 report.

Humans are social creatures hungry for experience. As much as we love to research and engage online, it’s easy to forget that there’s still a special place in our lives for the retail store. Herein you’ll discover:

Why green is good for spearmint

What you’re thinking of when you write ‘batteries’ on your shopping list

Why folks will decant one detergent into the bottle of another.

In a volatile market, innovation should come to the fore, both in the virtual landscape of digital and the sensual world of the store.

Stores are where we learn what’s new, find inspiration, and see other purchase choices we may not have found online. As ever, it’s all about building the brand experience…

Jez Frampton, CEO of Interbrand is joined herein by Bruce Dybvad, CEO of Interbrand Design Forum and of Interbrand Cincinntti, and also by Interbrand’s Global Executive Director for Consumer Packaged Goods, Fred Richards.

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://audioboo.fm/users/135329/boos.rss choosing iTunes or your preferred provider.

Demand And Desire isavailable at www.Interbrand.com....

…and also do spread around on your social network http://boo.fm/boos/678305

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?

Best Global Brands 2011

Part 3: of 3 audioboos 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.

Best Global Brands 2011

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

Where do you go from #1?

The Interbrand 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.

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.

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.

The first Audioboo of Demand and Desire; Interbrand's series of programs exploring 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.

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.