At the Cannes Lions International Festival of Creativity ongoing in France, Eric Schmidt, Executive Chairman, Alphabet Inc., received the inaugural D100 award, as Google ranked the world’s most dynamic brand.
‘The D100’ was launched by IPG Mediabrands, the media holding arm of Interpublic Group, in partnership with Jonah Berger, Associate Professor at The Wharton School at The University of Pennsylvania and New York Times best-selling author of Contagious: Why Things Catch On. The research ranked the 100 most dynamic companies in the world using new world metrics. Consumers from across United States, United Kingdom, Germany, China, and India were asked questions on both global brands and market specific brands; in total over 1,200 brands were examined.
Surprisingly, Apple ranked 22 in the world. The other top most dynamic brands include Amazon, Samsung, Nike, Intel, NASA, BMW, Mercedes-Benz, Audi and Lenovo.
“The D100, along with the data that we’ve collected to identify the world’s most dynamic brands is incredible. The dynamic score and new world brand metrics that we’ve defined enables IPG Mediabrands to help brands to become truly dynamic and evolve at the pace of consumers,” said Henry Tajer, Global CEO, IPG Mediabrands.
The dynamic score is comprised of four key dimensions to calculate and determine brand dynamism, as opposed to traditional “old world” measures, such as brand awareness and brand value. The D100 marks the first time that brand success is measured with new world metrics, specifically agilty, responsiveness, innovation and sociability.
Jonah Berger, Associate Professor of Marketing at the University of Pennsylvania said, “In partnership with IPG Mediabrands, we applied a rigorous and comprehensive methodology that showcases which brands are driving the future. Ultimately, it is not just about being relevant today; it’s about being transformative tomorrow.”
At its core, the research shows that the world has fundamentally changed. Being the largest and oldest brand used to guarantee continued success. Yet, in today’s fast-paced, socially connected marketplace, it is not just a brand new world, it is a new brand world, with these four metrics serving as the underpinnings for brand vitality and perpetual growth.