Consider this. Uber (founded 2009) is now valued more than Ford (founded 1899) and Fiat Chrysler (1908) combined.
It’s an equation that should make any marketer stop and think.
Scale, physical presence, media share and heritage – these are the established ingredients of a successful, resilient brand but they may no longer be enough to survive and prosper.
For established brands, it begs the question: what are the right lessons to be learned in the new economy? And for high growth, start-up brands, how do the fundamentals of branding apply as you reach maturity and transition to a brand with true longevity?
These are the questions Dentsu set out to answer as it developed the Dynamo Brand Index (DBI). This is a brand index like no other – one that looks forward, not back – to predict where brands are moving to in the next three, five, 10 years. Its insights are built on a survey of 22,000 consumers across 10 markets, including US, UK, China, Brazil, Indonesia and Japan.
The result show empirically, that we have reached a point where what won in the past, is no longer enough to win in the future, with significant implications, not only for brands - old and new - looking to succeed, but for the agencies that serve them.
Dentsu Creative Agencies is launching the DBI at its Beach House session on June 20 at Cannes Lions International Festival of Creativity 2019.
Join them as they uncover:
• What makes a Dynamo brand?
• How are global brands adapting, who are the surprise performers and what can we learn from them?
• What are the nuances of Dynamo brands across regions and markets?
• How do these factors impact New Economy and Old Economy brands?
Date: June 20
Venue: Dentsu Beach House