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1 Minute Advice: The Most Valuable Global Brands of 2018

WPP BrandZ's annual listing of the 100 most valuable global brands is out. You'll surely recognize the names of the top ten, which we'll get to in a moment, but first, this encouraging news. The methodology and valuation, done by the respected firm KantarMillwardBrown, indicates that this year sees a 21 percent increase -- a record $748 billion -- in new value across the Top 100 global brands. This was the highest year-on-year increase in a decade. Growth among innovate brands was especially strong.

According to WPP BrandZ, "Here’s the key insight: Brands that depend on the economic tide alone may be caught in the turbulence. Growth—even survival—depends on being innovative and different—and communicating those advantages in innovative and different ways."

Here are the Top Ten most valuable global brands, in ascending order:

10. AT&T
9. Alibaba Group
8. McDonald's
7. Visa
6. Facebook
5. Tencent
4. Microsoft
3. Amazon
2. Apple
1. Google

B2B brands also had a banner year. Here are the Top Ten most valuable global B2B brands, in ascending order:

10. Huawei
9. Oracle
8. Intel
7. Accenture
6. GE
5. Wells Fargo
4. SAP
3. UPS
2. IBM
1. Microsoft

You can download a copy of the full BrandZ Top 100 Global Brands report here:
http://brandz.com/admin/uploads/files/BZ_Global_2018_DL.pdf

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1 Minute Advice: Red Flags Raised Over Selling Data

The recent flap over Facebook's data policies has burgeoned into widespread consumer concern about selling data. According to eMarketer,  survey of Internet users conducted in May indicates that over 55 percent of respondents are "very uncomfortable" with brands buying and selling their personal data, and 12.4 percent were "somewhat uncomfortable."

Other recent surveys confirm that data privacy is a consumer issue. An April survey found that a majority of consumers (53 percent) don't like it when websites or apps use what they learn about them online for targeting ads. A February survey uncovered another concern: 54 percent of respondents thought "government will not do enough" to regulate how tech companies operate.

This should be fair warning to brands and online companies: Be cautious when it comes to use and manipulation of consumer data. In particular, make sure you are not breaking the trust of your customers.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

1 Minute Advice: Where CMOs See the Need for Improvement

Chief Marketing Officers (CMOs) are the harbingers of marketing change. They are the visionaries who see what is coming down the road and they anticipate the change required to meet the marketing challenges faced by their organizations.

A recent survey of 220 CMOs and marketing leaders by Korn Ferry, as reported on by Marketing Charts, indicates four major areas identified by these senior executives as in need of improvement:

1. Analytics and personalization need to make progress
2. Organizational alignment needs a boost
3. Marketing needs to tie results to company performance
4. Employees need to be more engaged with the organization's purpose.

Read more about each of these areas here: https://www.marketingcharts.com/business-of-marketing-83377

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1 Minute Advice: U.S. Companies with the Best Reputation

The Harris Poll produces an annual report based on its own "Reputation Quotient," which quantifies the reputation ratings for the 100 most visible companies. Harris says this about Reputation Quotient: 

"Each year our study starts fresh in surveying the public’s top of mind awareness of companies who either excelled or faltered in society. This measure takes the top most visible companies (for good or bad reasons) and evaluates them across six dimensions of corporate reputation attributes to arrive at a corporate reputation ranking. If a company is not on our list, it does not necessarily suggest that they have either good or bad reputation, but rather they didn’t reach a critical level of visibility to be measured."

In the latest 2018 poll, the five companies with the highest overall ranking, in order, are:

1. Amazon.com
2. Wegmans
3. Tesla Motors
4. Chick-fil-A
5. The Walt Disney Company

Companies are further broken down into "Corporate Reputation Dimensions." Leaders in these categories are as follows:

Products and Services: Amazon.com

Vision and Leadership: Tesla Motors

Emotional Appeal: Amazon.com

Workplace Environment: Wegmans

Financial Performance: Amazon.com

Social Responsibility: Tesla Motors

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.