How Brand Ideal Helps to Achieve High Growth Rate and Financial Success - Ecosistema de conocimiento de Corporate Excellence
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Brand

Book summaries April 2014

How Brand Ideal Helps to Achieve High Growth Rate and Financial Success

Apple, Mercedes, Disney, Heineken or Procter&Gamble – what makes these companies so memorable and at the same time profitable? Is it their innovative products? The investments in advertising? Or the extraordinary human talent that they hire? The best global brands change people’s lives and are based on high ideals.

Jim Stengel, Former Global Marketing Director Procter&Gamble, came to this conclusion after studying 50,000 brands in more than 30 countries and by more than 28 different categories in the course of 10 years. However, these ideals, have to be consistent with the values appreciated by people and especially by the society in general. By doing this, the brands manage to make people happy and help them to explore new horizons.

This document was developed by Corporate Excellence – Centre for Reputation Leadership from the book Grow, How Ideals Power Growth and Profit at the World´s Greates Companies writen byJim Stengel, Former Global Marketing Director Procter&Gamble and published by Crown Booksin 2011.