Sign up today and be the first to get notified about new blog posts and podcasts! Subscribe Now
Top Brands Are Built on Purpose and Values, Not Product
Top Brands Are Built on Purpose and Values, Not Product
Daniel Forrester, CEO
By Daniel Forrester, CEO
October 30, 2013
A recent study by Millward Brown of growth brands of the past decade has discovered that the top brands are built on purpose and values, not the product or service they sell.

A recent study by Millward Brown of growth brands of the past decade has discovered that the top brands are built on purpose and values, not the product or service they sell. Brands that seek to inspire and engage consumers, regardless of geography and industry, grew 10 times faster than their competition from 2001-2011.

This tells us here at Thruue that it’s critical to get your foundational strategy right; do you know the what, why, and how of your business?

Apple was recently ranked as the world’s top brand, displacing Coca Cola for the first time. Its rival, Samsung, is at eighth place – despite recently eclipsing Apple in phone sales. And how does Apple manage to rank so high on the list? According to Jez Frampton, CEO of Interbrand, “Every so often, a company changes our lives—not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks #1.”