Google Ranks As Most ‘Dynamic’ Brand
CANNES, FRANCE — Google is the top brand poised to succeed in the future, according to IPG Mediabrands’ inaugural D100 report in partnership with Jonah Berger, Associate Professor, The Wharton School at The University of Pennsylvania and New York Times best-selling author of Contagious: Why Things Catch On.
The report – released during the Cannes Lions here – queried global consumers about which brands are well-rounded in both traditional metrics and newer influences across social media. The report then measured these findings through four key dimensions: How agilely brands adjust to changing market conditions; Responsiveness to which brands listen and respond to customers; Innovation; and Sociability to assess how large and engaged a brand’s audience is on social media.
“We applied a rigorous and comprehensive methodology that showcases which brands are driving the future,” says Berger. “Ultimately, it is not about being relevant today; it’s about being transformative tomorrow.”