INTERBRAND Design & Branding BEST GLOBAL BRANDS 2011 by Interbrand Group

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Interbrand Group
Released September 2010

Credits & Description

Category: Self Promotion
Advertiser: INTERBRAND
Product/Service: BEST BRANDS STUDY
Date of First Appearance: Sep 15 2010
Entrant Company: INTERBRAND, New York, USA
Entry URL:
Group Executive Creative Director: Andy Payne (Interbrand)
Group Communications Director: Lisa Kline (Interbrand)
Senior Designer: Alrun Zanker (Interbrand)
Design Support: Damiano Vitali (Interbrand)
Web Designer: Michelle Boisson (Interbrand)
Web Manager: Cristi Sauser (Interbrand)
Editor/Corporate Communications: Jennifer Bassett (Interbrand)
Programmer: Moemen Omara (Interbrand)
Global Communications Marketing Manager: Elizabeth Moe (Interbrand)
Global Communications Coordinator: Jessica McHie (Interbrand)
Media placement: 2 Best Global Brands Reports - Given To Employees, Sent To Clients. Distributed At Launch Events, Conferences, - September 15, 2010
Media placement: New York Launch Event Inviation - Sent To Clients And CEO/CMOs Of All 100 Brands - September 15, 2010
Media placement: London Launch Event Invitation - Sent To Clients And Prospects - September 23, 2010

Describe the brief from the client
Voted one of the three most influential benchmark studies by business leaders, Interbrand’s Best Global Brands report is an annual study of the world’s most valuable brands and the lessons learned from their performance. CEOs and top marketers seeking brand management guidance have turned to the Best Global Brands year after year for the past decade. Each year the report aims to provide rich, deep insights about how to create and manage brand value in an engaging print report and online experience.

Describe the challenges and key objectives

Recognising that Best Global Brands acts as a journal for its community, the goal was to create a meaningful conversation with marketers. The creative challenge was to design something that is visually stimulating but clearly communicates the rankings, brand values and numerical figures that are so often referred to by marketers and the media. A large part of the dialogue takes place online and extends beyond the launch of the study results. To create a strong digital experience, we built a microsite (or portal) with additional content, interviews, video and infographics and an interactive ranking of the top 100 brands.

Describe how you arrived at the final design
The 2010 Best Global Brands creatively represents the performance of the world’s most valuable brands and the experience they create for consumers. An iconic cover is created by using images of the top 100 brands to form the “100.” Shown on an isometric grid, arrow and triangle shapes are used throughout the report to allow readers to easily navigate value gains and losses. Real world images of consumers connecting with these brands form collages of cityscapes and show the brand as it is experienced around the world. Interbrand’s creative teams in every market contributed to the photography in this report.

Give some indication of how successful the outcome was in the market
In the seven months since the September 2010 Best Global Brands launch, the website received 450,100 page views and the report was downloaded 51,650 times. The website was selected as an Official Honouree for the Corporate Communications category in the Webby Awards - the Internet's most respected competition. Prestigious global media publications covered the launch, and we have received a few thousand media mentions since. We won new business from launch events, and our social media presence skyrocketed. Best Global Brands is the centre of many communication, marketing, and new business projects throughout the year.