The Age of You began with an age-old truth: people want to be in control of their lives and, specifically, to personally design the life they want to live. And people are using brands to do it, because brands are the vehicles through which things happen.
It’s why we hold brands to such high expectations—for better choices, richer experiences, meaningful narratives, one-on-one attention, new form factors. As data and technology have helped optimize every experience, as GAFA brands (Google, Apple, Facebook and Amazon) have changed the definition of service and connectivity, as people have gained access to greater and more nuanced choices, our expectations have been fundamentally retrained. Brands are now expected to move at the speed of people’s demands—at the speed of their lives.
3. 3
Age of Identity Age of Value Age of Experience Age of You
Brands acted as
a tool to identify
and differentiate
offerings.
Brands leveraged
to improve
business decision
making
Brands become the
higher purpose that
inspires a connected
ecosystem
Brands are
becoming the
consumer’s
personal partner
4. 4
From broadcast
and receive…
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9. 9
Our media
consumption shifted
It was estimated that 12 billion internet
connected devices were used by the
end of 2014 – an average of 1.7 devices
per person on the planet. As a result,
the share of total ad spend dedicated to
internet advertising has increased from
14.6% to 22.1% since 2010.
11. 11
Micro Moments
People experience brands in micro
moments—constantly moving from one
to another—a brand’s entire experience
is measured and formed in an instant.
Brands need to be designed to live in
moments, even as they scale, try new
things, and push boundaries.
12. Macro Context
12
These micro moments are measured
and evaluated in a macro context.
Brands will have to empathize with an
individual’s priorities, figuring out how to
meet people exactly where they are,
and when they want it, and tailor to how
people move through their worlds.
15. 15
BEST
GLOBAL
BRANDS
2015
All trademarks, logos, brands, and product names referred to in Best
Global Brands are the property of their respective trademark
owners. Interbrand does claim any affiliation, sponsorship, or
endorsement with any owner or mark.
16. 16
The overall value of the entire table is up 7.4%
(from $1.6 trillion to $1.72 trillion)
17. 17
While there are 15 automotive brands in total, the 13 technology brands truly dominate
the ranking—making up more than a third of its value (33.5% of the total table value)