Can the world’s biggest brands survive the web’s next big evolution?
Connect is both the lifeblood of capitalism, and its most volatile competitive field. In this Arena, the mightiest of brands compete – in a state of near permanent transformation – to be the primary point of connection between people, between things, and between people and things.
Apple, Alphabet, Microsoft, Meta and Amazon (and their subsidiary brands) dominate this arena: these five companies have a combined brand value of $1.16bn – just over 40% of the total value of the top 100 Best Global Brands.
The cumulative brand value of just these five businesses today is five times greater than the whole technology and connection sector 20 years ago.
Extraordinary Value
$56,858M
vs$15,512M
Connect brand are on average 72% more valuable than others
Fastest Risers
14%
9%
Average brand value growth of Connect brands compared to all other brands, YOY
Biggest Players
$1,535,162M
vs$1,132,362M
Total brand value of the 27 Connect brands vs all other Top 100 brands in total
Outsized Growth
20%
8%
Total brand value change for Connect brands vs any other brand
It’s almost impossible to imagine a world in which they don’t dominate.
Almost…
Over the next 100 years, humans will experience the equivalent of 20,000 years of technological advancement.
In the Decade of Possibility, changes that once took decades will happen in years – or even months, driving a revolution in the ways people and things Connect.
What does this mean for brands?
Everything…
As new technologies emerge, brands undergo wave-upon-wave of relevance crisis.
Consider the companies that dominated in the Web 1.0 economy. AOL, Yahoo!, Sun Microsystems, Nokia, Motorola and Sony Ericsson have all disappeared from Interbrand’s Best Global Brands ranking and, in some instances, from our lives altogether.
Once upon a time, life without your Blackberry or your Nokia was unimaginable. Now? Not so much…
The Drop Zone
Dropped from Grid:
2012
$6067m
Highest Brand Value
#55
Highest BGB Ranking
Dropped from Grid:
2004
$4495m
Highest Brand Value
#58
Highest BGB Ranking
Dropped from Grid:
2015
$35942m
Highest Brand Value
#5
Highest BGB Ranking
Dropped from Grid:
2013
$13231m
Highest Brand Value
#21
Highest BGB Ranking
Dropped from Grid:
2017
$6779m
Highest Brand Value
#62
Highest BGB Ranking
Is your brand ready
for the evolution to Web 3.0?
Connect Arena: New Models for Human Truths, Brand Economics and Brand Experiences
As Humans, we have an innate need to connect. But more isn’t always better. It’s about making the most of the connections that matter. When brands foster those vital social interactions, they bring more positive human energy into the world. Companies with capabilities in content, infrastructure, interfaces and devices are best set up to deliver connection but ultimately, it’s the brand experiences that sustain it. Brands can accelerate growth by understanding, activating, and optimizing the human interactions that bring us together, helping us live long and happy lives.
Positive Human Energy Model: a new model to map human connections
The Connect Capabilities Model: the four critical capabilities for success in this Arena are content, infrastructure, interfaces and devices
The Connect Brand Experience Model: eight factors to optimize a brand’s social interactions to accelerate growth
Which Arenas Could Your Brand Play In?
Best Global Brands, like Apple, offer us a masterclass in sustaining relevance and growth by moving seamlessly across arenas to drive growth.
Where do you want to go next?
Collision Conference 2022
Advertising in the metaverse?
Interbrand global president Gonzalo Brujó and the founder and Amy Peck, CEO of Endeavor VR, discuss the advertising challenges and opportunities presented by Web3, examining brands’ pivots to Web3 and the transition to blockchain.
Insider View
Embracing Ethics: Four Principles for Navigating Ethical Brand Leadership
Christopher Nurko, Chief Innovation Officer, Interbrand Group
Privacy and Security: A Matter of Brand Trust and Competitive Advantage
Gonzalo Brujó, Global President, Interbrand Group
From Captive to Captivated: Why the Brands in the Business of Connection are Getting it Wrong
Manila Austin, Vice President, Research & Innovation, C Space
Expert Interviews
Transcending Borders through Constant Reinvention
Michelle Crossan-Matos SVP, Chief Marketing & Communications Officer, Samsung Electronics America
Driving Digital Innovation: How Cisco Pioneers Customer Connectivity
Liz Centoni, EVP, Chief Strategy Officer & GM, Applications, Cisco
Sylvie Verbruggen, Managing Director, Consumer Strategy, Liberty Global
Technologists want Star Trek, People want a Mother. A Human Core to Innovation
Lucia Komljen, Former Insight and Innovation Strategy Director, Telefoncia
Elisa Segovia, SVP, Creative and Brand Strategy, Streaming at TelevisaUnivision
Humax Mobility: How a Consumer Electronics Company Expanded into Mobility
Tae Hun Kim, CEO, Humax Co., Ltd.
Interbrand
Arenas
Culture evolves, customer expectation shifts.
Someone is already rethinking your category.
