The world has changed. It is getting harder to keep up; people are moving faster than brands. Being the largest and oldest brand used to guarantee continued success. No one got fired for buying IBM and Eastman Kodak not only had a gold logo, it was the gold standard of blue-chip stocks to invest in. We are in a new world with new priorities. In addition to capturing huge investments and valuations, upstarts like GoPro, Uber, and SpaceX have captured public imagination. Brands that are valuable today aren’t necessarily valuable tomorrow, and brands that no one had heard of five years ago have become worth more than those that have been around for decades.
Given this climate of change, existing brand equity measures are outdated. New brand metrics are needed. It’s not enough that a brand was strong or performed well in the past. While that may be the case, today these indicators are less likely to drive future success. We need new indicators that capture how agile companies are and how responsive they are to consumer needs and changing market conditions. The degree to which they create innovative new products and services.
The D100 fills this need. IPG Mediabrands, in partnership with Jonah Berger, Associate Professor at The Wharton School of University of Pennsylvania and New York Times best-selling author, launches the D100 (Dynamic 100), a list identifying the world’s 100 most dynamic brands. Brands are ranked using their dynamic score, a new world measure we’ve developed after extensive study and research. The score is calculated by assessing brands against four critical and equally weighted dimensions – agility, responsiveness, innovation, and sociability. Importantly, we have proven there is a direct relationship between a brand’s dynamic score and its future momentum and revenue growth.
To construct the D100, we surveyed over ten thousand consumers across the world and collected data for over a thousand brands. In addition to the D100, or 100 most dynamic global brands, we indexed the most dynamic brands across key markets, as well as the most dynamic brands in a number of industry verticals.
The results not only help brands see how they stack up relative to their competition but, identifies geographic regions and dimensions that can be improved upon. Some brands may be quite dynamic, for example, and have low awareness in certain countries. Others may be seen as innovative but lag in their responsiveness. Brands are considered dynamic when consumers perceive them as innovative, agile, and responsive.
A new world. A new way. Welcome to the D100.