Funny, just last week my Creative Strategies professor, Deb Morrison, taught a lecture about brands and why we associate positive vs. negative feelings toward them. In yesterday’s AdAge article, called “How Well-Defined Is Your Brand’s Ideal?” Jim Stengel (former global marketing director at P&G) makes the case that corporate “ideals,” the word he has opted for over “purpose,” are at the core of a successful brand. He teamed up with WPP’s Millward Brown Optimor to identify and analyze the 50 fastest-growing brands from 2000 to 2010 in terms of value and consumer preference. Here’s who made the list. Do you agree?
Read more in Jim Stengel’s book called “Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies.”