Speed Summary | Differentiate-Collaborate-Humanise – The DNA of a Power-Brand

So Interbrand has published it’s Best 100 Global Brands list for 2011 (free report download (12MB)).

No surprises, Coke is still the most ‘valuable’ brand (valued at $71.9bn) as defined by three criteria,

• The financial performance of the branded products or services
• The role of brand in the purchase decision process
• The strength of the brand to continue to secure earnings for a company

Indeed, the top 10 power brand list remains unchanged from 201o, with the exception of Apple, a new entry and big gainer, that has replaced Nokia. What’s more interesting is the corollary Interbrand research that unpacks the three critical success factors behind a power brand. The Popsop team have put together a nice summary of the research, but in a nutshell here are the three things you need to do to drive brand value

• Differentiate: Steve Jobs may have preferred, ‘think better’ to ‘think different’, but thinking – and more importantly – being different is key to brand value. Uniqueness is a key brand dimension
• Collaborate: Power brands collaborate. Whether it’s with designers, artists, causes or other brands, power brands grow through collaboration; Nike-Gyakusou, Converse-Marimekko, BMW-Guggenheim, Coke-UN.  You get the picture: We are stronger than me.
• Humanise (technology): Putting a ping in the universe, power brands create smiles with technology, usually by making it invisible.  Start with the smile and work back to the technology.