The Most Valuable Brands in the World

Every year, BrandZ comes out with a top 100, listing the most valuable brands in the world. The 2012 list is one that shows nearly half of them lost value. The last time that happened was during the worldwide recession of 2009. Is it a sign of bad economies or are the major brands losing ground to smaller ones?

Check out this infographic and see what you think.



































































































































National Brands Expect Big Returns on Local Ad Investment


As location-based social networks, hyperlocal communities and local search continue to garner consumer interest and use, national brands are seeing the inevitability of extending their presence in the local space.

Findings released in May from local marketing automation provider Balihoo showed the vast majority of national brands (88%) in North America were investing some emineo-media-logos-myriadportion of their budget in local marketing.Brands were polarized in their levels of investment: 29% allocated between 1-5% of their overall marketing budget to local initiatives, but a good portion (21%) invested a quarter or more of their total budget on local.

“Brands recognize that so much of the purchasing is still done at the local level, yet they aren’t focused on the local,” said Pete Gombert, CEO of Balihoo in a May 2012 interview with eMarketer. “We’ve seen a heavy emphasis on setting up the infrastructure to capture demand and measure demand at the local level [in order] to bring that sophistication up to the national level.”

However, measuring brand impact locally remains a challenge: 25% of advertisers in North America reported an inability to track ROI at the local level. Though the majority were able to track their local efforts, 58% of national brands nonetheless neglected to calculate the ROI of their local programs, a decision that may hamper their ability to further justify and grow local investment.

Though brands might allocate less to local advertising—and many may not bother tracking—they still expect those dollars to do more: 37% expected their local ROI to be higher than their national, and 44% expected similar ROI from both. Only 19% expected their national marketing to produce greater ROI than their local marketing. Of their national efforts, most (63%) expected their return to range anywhere from 1.5 to 3 times their initial investment.

As brands focus more intently on maintaining a local presence—and move closer toward integrating those local efforts with their national programs—the ability to accurately create a true picture of overall marketing ROI becomes more of a priority.

Source eMarketer


IBM Study: If You Don’t Have a Social CEO, You’re Going to be Less Competitive

This post should really be labeled a story of how Hollywood personalities have increased their social value by gaming on airlines and ranting on Youtube and NOW, after how many years, Wall Street CEOs are on board with social media. All CEOs should (now) be spearheading social media given Facebook’s $100 Billion IPO this week, solidifying that social does indeed generate both customer loyalty and revenues!

The list of the world’s CEOs regularly includes celebrities, billionaires, big egos, risk takers, and failures. What it does not include are social media experts; but that’s about to change. When IBM (NYSE: IBM) conducted its study of 1709 CEOs around the world, they found only 16% of them participating in social media. But their analysis shows that the percentage will likely grow to 57% within 5 years.

Why? because CEOs are beginning to recognize that using email and the phone to get the message out isn’t sufficient anymore.

The big takeaway: That using social technologies to engage with customers, suppliers and employees will enable the organization to be more adaptive and agile.

“As CEOs ratchet up the level of openness within their organizations, they are developing collaborative environments where employees are encouraged to speak up, exercise personal initiative, connect with fellow collaborators, and innovate,” the IBM study concluded.

Simply put, CEOs and their executives set the cultural tone for an organization. Through participation, they implicitly promote the use of social technologies. That will make their organizations more competitive and better able to adapt to sudden market changes.

Click here to read other key findings…