The Future of Global Brands in an Uncertain World: The Power of Co-Creation

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INTRODUCTION

We live in a time of uncertainty. Since the shock of the 2008 economic collapse, many people feel their foundations have been eroded. The 2010 Global MONITOR report highlighted the fact that living with uncertainty has become a key context shaping consumer decision-making. Correspondingly, there has been profound questioning of things that were previously accepted as gospel, such as globalization. Now, some of the key features of globalization are being called into question, particularly those that affect the future of global brands.

Although many beliefs about global brands feel more fragile than ever, there are many beliefs about branding and marketing that are increasingly sure. In 2010, the Credit Suisse Research Institute published a report documenting the returns enjoyed by companies that focus on branding. Companies consistently spending at least 2% of sales revenue on brand marketing substantially outperformed the S&P 500 since 1997, according to Credit Suisse's analysis, while the top one-fifth of these businesses outperformed the market by a huge 17% per year1. While questions about globalization are rife, global brand-building continues to deliver unquestionable value.