To get a reading on which brands are succeeding -- and which aren't -- take a look at the fifth annual BusinessWeek/Interbrand ranking of the 100 most valuable global brands. The brands that rose to the top of our ranking all had widely varied marketing arsenals and were able to unleash different campaigns for different consumers in varied media almost simultaneously. They wove messages over multiple media channels and blurred the lines between ads and entertainment. As a result, these brands can be found in a host of new venues: the Web, live events, cell phones, and handheld computers. An intrepid few have even infiltrated digital videorecorders, devices that are feared throughout the marketing world as the ultimate tool for enabling consumers to block unwanted TV ads.
Read the whole story at BusinessWeekOnline, August 1, 2005 »