INTERBRAND Design & Branding BEST GLOBAL BRANDS 2011 by Interbrand Group

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Interbrand Group
Designer Damien Julien, Adam Kostman
Released October 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: INTERBRAND
Product/Service: BEST GLOBAL BRANDS 2011
Global Chief Creative Officer: Andy Payne (Interbrand)
Chief Creative Officer Central And Eastern Europe: Andreas Rotzler (Interbrand)
Designer: Damien Julien (Interbrand)
Design Director: Alan Lum (Interbrand)
Design Director: Matthias Kaeding (Interbrand)
Implementation Specialist: Annie Ruddy (Interbrand)
Designer: Adam Kostman (Interbrand)
Web Designer: Johnny Trinh (Interbrand)
Associate Designer: Michael Waltzer (Interbrand)
Programmer: Moemen Omara (Interbrand)
Editor/Corporate Communications: Jennifer Bassett (Interbrand)
Media placement: Best Global Brands Report - Given To Employees, Sent To Clients. Distributed At Launch Events, Conferences, Workshops, Etc. - October 4, 2011

Describe the brief from the client
In its 12th year, Interbrand's Best Global Brands report is an annual study of the world's most valuable brands and the lessons learned from their respective performances. CEOs and top marketers seeking brand management guidance turn to the Best Global Brands year after year. Best Global Brands aims to provide rich, deep insights about how to create and manage brand value in an engaging and creative print report and interactive digital experience. The report and website include in-depth sector reviews, interviews with top brand executives, and spotlights on some of the most world changing brands in the marketplace.

Describe the challenges and key objectives
The 2011 Best Global Brands report creatively represents the performance of the world's most valuable brands. An iconic cover displays the number ‘100’ formed from seemingly moving spheres. The movement and vibrant colours represent brands as living business assets that are rapidly changing and evolving to keep pace with today’s business environment. It also symbolises the digital world we live in, and how brands connect and touch consumers through more touch points than ever before. We created environmental design guidelines, which ensured that our global launch events represented a seamless experience. This included banners, ads, lighting, and animation projections.

Describe how you arrived at the final design

The goal was to create content that spurs meaningful conversation with marketers, as well as inspire the creative community. The creative challenge was designing something that is visually stimulating but also clearly communicates the numerical figures that are so often referred to by marketers and the media. To create a strong digital experience, we built a website to supplement the report with additional content, interviews, video, and infographics. This year, we added interactive graphs that include historical data from all previous rankings. We also created an app that can be downloaded from the Apple store online.

Give some indication of how successful the outcome was in the market
In the 6 months since the October 2011 Best Global Brands launch, the website received 1.15m page views and the report was downloaded 34,150 times. The website was selected as an Official Honouree for both the Corporate Communications and Branding categories in the Webby Awards - the Internet's most respected competition. Prestigious global media publications covered the launch, and we've received a few thousand media mentions since. Interbrand won new business as a result of global launch events, and our social media presence skyrocketed. Best Global Brands is the centre of many communications, marketing, and new business projects throughout the year.