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Brands: Living, Breathing, Business Assets

Interbrand CEO Jez Frampton at IE Business School

The IE Marketing Club brought Jez Frampton, Global CEO of Interbrand, to campus this week to give a talk about the company and branding in the post digital world.

Interbrand is the world’s leading brand consultancy and well known for its yearly “Best Global Brands” report, which aims to show how important a company’s brand is to its earnings. “Brands are economic assets, they are drivers of success,” said Frampton, and our perception of a brand is created by every single person we come into contact with who is associated with that brand – from the CEOs to first year employees to customers. 

To provide a contrast, the company launched the “Best Global Green Brands” ranking in 2011, which examines how brands perform re: sustainability and how the public receives their environmentally conscious efforts.  It’s not hard to imagine that this ranking doesn’t necessarily match the original Best Global Brands ranking (e.g. Apple.)

The IE Marketing Club just became an open group on LinkedIn, so feel free to check out the discussions.  

And if you’re looking for something to read, pick up a tenth anniversary copy of The Cluetrain Manifesto, which Frampton says is still as relevant today as when it was first published.   

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This entry was posted on October 31, 2012 by in events, students and tagged , , , , .
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