The realities of today would dictate a different approach to brand building. There has been a marked shift in opinion – brand building is no longer regarded as a function categorised under marketing or communication. Instead, it is increasingly seen as a primary activity involving and defining the entire organisation, right
from ideation to the design of business models and the implementation of strategies.
The Coca-Cola brand accounted for 54% of the company’s stock market value in 2007, according to Jan Lindermann, a former Global MD of Interbrand. I’m assuming the figure is not significantly different today.
The more things change, the more they stay the same… the old adage is particularly apt when looking at the state of South African brand marketing.
The debate around the logic versus the magic of brands is becoming increasingly topical. But more than just being topical, it’s changing the way in which the industry operates and influencing the relationship between brand owners and brand influencers.
Internationally, some of the marketing industry’s most influential thought leaders currently are Mark Zuckerberg, founder of Facebook; Jim Stengel, Procter & Gamble’s former global marketing officer, now an author and consultant; and Guy Kawasaki, an author, speaker and entrepreneur, to name but a few.