Podcasts about brandz

Tata Consultancy Services (TCS), a global leader in IT services, consulting, and business solutions and operating a Global Delivery Centre out of Letterkenny in Co. Donegal, Ireland, has been ranked among the 100 most valuable brands worldwide in the Kantar BrandZ Most Valuable Global Brands 2025 Report. In a special 20th edition ceremony held in New York by Kantar, TCS was accorded a brand value of $57.3 billion with an accelerated 28% year-on-year growth. TCS now ranks #45 globally, in a list that includes the world's most prominent brands across industry sectors. This year's growth marks a sharp acceleration in brand equity, favourability and awareness. In a separate independent brand audit carried out by Momentum-ITSMA, TCS demonstrated 95% aided brand awareness with business executives across 26 countries worldwide, up exponentially from 29% which the same audit polled in 2010. This growth in brand value and equity highlights TCS' sustained brand building efforts, including high-impact global sports partnerships, customer-centric innovation, and consistent marketing excellence. Martin Guerrieria, Head of Kantar BrandZ, said, "By drawing on the depth of BrandZ's database over the last quarter of a century, our insights show that with the right level of investment and strategic focus, brands have huge potential to drive growth for their owners. TCS' performance this year demonstrates its ability to innovate at scale with AI capabilities now running through its portfolios. TCS' strategic sponsorship programmes continue to build a strong global presence and community around its brand." TCS' rise in brand value is rooted in its long-term commitment to humanizing technology through experiences that inspire, innovations that transform, and relationships that go the distance. At the centre of this momentum is TCS' sponsorship of 14 global running events, including five of the seven Abbott World Marathon Majors such as the TCS New York City Marathon, TCS London Marathon, and TCS Sydney Marathon. These events engage over 600,000 runners annually and contributed $2.25 billion to local economies in 2024, raising $279 million for charitable causes. The TCS brand also demonstrated a 30-point uplift in brand familiarity and 40-point uplift in brand consideration, the highest improvement amongst all the key sponsors of the sport. Abhinav Kumar, Chief Marketing Officer, TCS, said, "For 20 years Kantar BrandZ has recognised the world's most valuable brands. We congratulate them on this special anniversary edition of their brand excellence platform. Alongside the brand leadership we have in our industry, we are very pleased to see this recognition of the TCS brand amongst the world's most iconic brands across industries. This growth in brand value, awareness and equity has been built on a range of high-impact long term marketing and communications programmes. Building a brand is indeed a marathon, yet I would like to thank all my colleagues in TCS for doing this long run, at the scorching pace of a sprint. Kudos to all of them." From creating the first-ever digital twin heart of a pro-runner to deploying Agentic AI systems that can autonomously reason and act across complex business contexts, TCS continues to shape the future of enterprises and consumer experiences. The company's partnership with Jaguar through the Jaguar TCS Racing Team that competes in the ABB FIA Formula E World Championship positions TCS at the intersection of intelligent engineering and sustainable innovation, highlighting the brand's commitment to next-generation experiences that resonate with communities. TCS also continues to be recognized for its strong client partnerships and employer brand. In 2025, TCS was ranked the #1 IT service provider in Europe for customer satisfaction by Whitelane Research. TCS was named a Global Top Employer across more than 30 countries and regions, including North America, Asia Pacific, the Middle East, and Latin America, by the Top...

¡Regresa al estudio Mauricio Martinez, el CEO de Kantar, para contarnos el más reciente resultado de BrandZ con las 30 marcas de origen mexicano más valiosas! ¿Quiénes están en el Top y por qué? ¿Cuáles son las recién llegadas? Y sobre todo: ¿cómo se valúa una marca y por qué debemos hacerlo? ¡Conéctense!#LosDiosesDelMarketing es una producción básica para Genio.soy

Revisitamos el trabajo de la artista “Shantell Martin” que ahora presenta su exposición titulada “Intimate Whispers”.Participamos en el primer evento de "Prompt Fights" de la historia, un encuentro que fusiona la creatividad humana con la creatividad artificial, te contamos todo.Te tenemos una recomendación que cambiará la forma en como navegas por internet, “Arc” un nuevo navegador que cuando lo probamos, hizo que Google Chrome y Safari, ya no estuvieran en nuestras computadoras.Te contamos nuestros highlights sobre el ranking BrandZ 2024, de Kantar, con las 100 marcas más valiosas del mundo.Fernanda Rocha convirtió su teléfono inteligente en un “dump phone”, un teléfono tonto. Una tendencia que tienes que explorar.La Inteligencia Artificial puede predecir la fecha de tu muerte. ¿Quieres saberla? Te decimos cómo hacerlo.Y para nuestros Patreon: leímos el libro, Hyperefficient: Optimize Your Brain to Transform the Way You Work. Y te traemos cómo maximizar la productividad natural de tu cerebro.

Welcome back to another episode of the Sleeping Barber Podcast! Today, we're diving deep into advertising with our returning guest, Dan White. Dan, a marketing and insights innovator, former CMO, and co-developer of Kantar's BrandZ, joins us to discuss his latest book, "The Smart Advertising Book." This episode is packed with insights on evidence-based marketing, the importance of broad vs. narrow targeting, optimal marketing budgets, and the effectiveness of bursting vs. spreading your ad spend. Whether you're a seasoned marketer or just starting, this episode offers invaluable takeaways to enhance your advertising strategies. Our Guest: Dan White https://www.linkedin.com/in/danwhite1000/ Marketing & Insights Innovator Former CMO, co-developed Kantar's BrandZ - the world's biggest brand equity measurement system 4-time author of some of the best marketing books in the world Including the topic of today's call the Smart Advertising Book Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Timestamps: 0:50 - Intro to Dan 2:43 - How does the Smart Advertising fit with his other books 5:36 - Why write this book 7:35 - SMART = Evidence-Based Concepts 9:38 - The evidence for advertising ROI 13:20 - The evidence for demand generation 14:52 - The evidence for making customer switch 17:32 - The biggest driver of purchase behaviour 18:50 - How does advertising really work 22:14 - Why brands work over the long term 25:09 - We're overcomplicating how branding works 31:09 - Why brand building is the right phrase 32:13 - Why packaging and ad creative need to match 34:37 - Core Concept: Reach v. Frequency 40:15 - Core Concept: Broad v. Narrow Targeting 48:47 - Core Concept: The optimal marketing budget 53:40 - Core Concept: Burst vs.Spreading Spend 58:44 - Find out more about Dan 1:00:44 - Post Pod with V and Marc Episode Quote: "If you can't explain it simply, you don't understand it well enough." - Dan White Show Links: The Smart Advertising Book https://www.amazon.ca/Smart-Advertising-Book-deliver-advertising/dp/1915951186 Dan's Website https://www.smartmarketing.me/ Digital Ad Spend https://www.statista.com/statistics/237974/online-advertising-spending-worldwide

¿Cómo hacer a tu marca verdaderamente importante? Esta pregunta es el día a día en Kantar, el gigante de investigación de mercado que califica el valor de cientos de miles de empresas alrededor del mundo. Construir el valor de una marca es una ardua labor en equipo que toma décadas de esfuerzo: desde la calidad, consistencia, reputación, identidad, valor percibido, experiencia de sus usuarios y por supuesto, la conexión emocional. Para desenmarañar tremenda labor, hoy nos acompaña Mauricio Martínez, Managing Director en Kantar México, así que para la oreja y toma nota, porque sin duda vas a agarrar muy buenos tips para construir una marca, especialmente si lo tuyo es la interpreneurship, ya que nos va a platicar sobre el estudio de valuación de marcas más grande del mundo, con el listado de las 100 marcas más importantes, y por supuesto, las best practices que integran en sus negocios. ¡Este episodio de Los Dioses del Marketing les va a en-Kantar!

The Smart Advertising Book: How To Deliver Advertising That Grows Your Brand by Dan White ABOUT THE BOOK: Brands today have a bewildering array of ways to communicate with their target audience. To succeed, brand owners need to know how to identify the best combination of media and how to create effective content.  Much advertising is ill-chosen and poorly executed; understanding how to harness its potential provides a strong competitive advantage. This book has guidance for company leaders, marketers, and entrepreneurs in delivering effective advertising.  It presents a summary of all the latest evidence and thinking about successful advertising in a clear, accessible way with inspiring examples and the author's trademark frameworks, analogies, and hand-drawn illustrations.     ABOUT THE AUTHOR: Dan White is a marketing insights innovator. His career includes a decade as an insights professional, another as a brand advisor, and a third as a Chief Marketing Officer. His other books include The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies, and The Smart Branding Book: How To Build A Profitable And Resilient Brand, both of which have been featured on The Marketing Book Podcast. Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking methodologies. He has advised famous, billion-dollar brands on how to thrive and his summaries and trademark visualizations have earned praise from luminaries in the marketing, advertising, and media industries.  And, interesting fact – Dan White is now a member of a very exclusive and secretive fraternity – The Marketing Book Podcast 3-Timers Club! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/smart-advertising-book-dan-white

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Sumit Virmani, Chief Marketing Officer, InfosysAs part of the 2024 launch of the worlds most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Sumit Virmani, Chief Marketing Officer, Infosys about the increasing importance of brand in driving growth.Sumit Virmani joined Infosys in 2004, and has held multiple strategic positions across product, platform, and corporate marketing before becoming the Indian IT services giant's Chief Marketing Officer. Prior to joining Infosys, Virmani worked with Polaris Software and the Tata Group. In 2023, he was named by Forbes Magazine as one of the world's most influential CMOs.Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev.As part of the 2024 launch of the worlds most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the increasing importance of brand in driving growth.AB InBev's portfolio includes more than 500 global and local brands; one in every four beers sold globally is an AB InBev product. Corona is the most valuableglobal beer brand in the 2024 Kantar BrandZ global ranking, and a newcomer to the Global Top 100. Hear more about how AB InBev ensures its business is brand-led and consumer-centric.Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G. As part of the 2024 launch of the worlds most valuable brands, Martin Guerrieria, Head of BrandZ, talks with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G about the increasing importance of brand in driving growth.In 2024, P&G brands Pampers, Gillette, Pantene Pro-V, and Olay once again feature in the Kantar BrandZ Most Valuable Global Personal Care Brands ranking.Listen in to hear Kirti talk about the role of marketing and brand-building today, and how P&G is strengthening its brands both globally and locally.Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Jane Wakely, Chief Consumer and Marketing Officer, PepsiCo.As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ talks with Jane Wakely, Chief Consumer andMarketing Officer, PepsiCo about the increasing importance of brand in driving growth.Jane Wakely leads PepsiCo's Global Consumer organisation. Prior to joining PepsiCo, Jane was CMO at Mars. Jane believes in the opportunity to accelerate collective impact by leveraging the power of iconic brands to create cultural fame, performance and positive impact for people and planet with a human-centric approach to growth. Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Per il sesto anno consecutivo è Gucci il brand italiano di maggior valore al mondo, con 26 miliardi di dollari copre da solo più del 20% del valore complessivo dei 40 top brand italiani secondo l'edizione 2024 di Kantar BrandZ, l'annuale classifica punto di riferimento globale per la valutazione del valore delle marche, classifica che combina i dati finanziari con un'ampia ricerca sulla brand equity. In seconda posizione, subito dietro Gucci, Enel, che registra la crescita più alta nella top 10, e Ferrari, in crescita del 30%, per la prima volta sul podio. Complessivamente i brand italiani crescono in valore dell'11% rispetto allo scorso anno, superando i 122 miliardi di dollari.Dal teatro in camera alle gallerie d'arte fino alle infinity pool più instagrammabili, ecco su cosa punta il mondo dell'hospitality per gli hotel freschi di apertura in Italia.

⭕ Tercera ola de calor en México: ¿Cuánto durará y por qué hay altas temperaturas? Las temperaturas alcanzarán hasta 45 grados celsius en 22 entidades, por lo que se recomienda a la población tomar precauciones. ⭕ Estas son las 10 marcas globales más valiosas en 2023. Coca-Cola regresó al Top 10 en el reporte BrandZ de Kantar, Apple se mantiene a la cabeza y Shein debuta en el Top 100, ocupando el lugar 70 con un valor de 24,250 millones de dólares. Learn more about your ad choices. Visit megaphone.fm/adchoices

The Smart Branding Book: How To Build A Profitable And Resilient Brand by Dan White About the Book: Most businesses today can readily access the required technology and talent to match competitors' innovations and ideas quickly, making products and services similar to one another.  In the modern business environment, companies instead need to build brands that consumers recognize and trust if they're looking for sustainable, profitable growth. This book presents in a concise fashion the latest thinking and methods for successful branding.  Clear and accessible, it contains real-life examples from business, practical frameworks, and inspiring illustrations.  It explains what branding really is, why a brand is so critical to success in business, and how to maximize the growth of your current and future products/services through branding. About the Author:   Dan White is a marketing insights innovator. His career includes a decade as an insights professional, another as a brand advisor, and a third as a Chief Marketing Officer. He is the author of two other books, The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies (featured on episode 316 of The Marketing Book Podcast in 2021), and The Soft Skills Book: The Key Difference To Becoming Highly Effective And Valued. Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking methodologies. As a brand and communications expert, he has advised famous, billion-dollar brands on how to thrive, and his summaries and trademark visualizations have earned praise from luminaries in the marketing, advertising, and media industries. And, interesting fact: he lives near Stratford-upon-Avon, the birthplace of William Shakespeare! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/smart-branding-book-dan-white

Kerstin Koder is Head of Marketing EMEA at SAP. SAP was named the most valuable brand in Germany by BrandZ™ and is also recognised as the most valuable brand in Europe.Kerstin has more than 20 years of experience as a B2C & B2B marketer and leader in the IT, telco, media and retail space.She is responsible for 120 countries and is currently supporting the transformation in SAP's own Marketing as well as leading the development of the SAP brand, supporting SAP's on-premise and cloud revenue in key industries.We discuss:The role of marketing at SAP and what the brand means to B2B customersThe channels SAP are using to talk to the CEO/CFOs of the worldBalancing the priorities of maintaining a strong brand vs lead generationBrand loyalty versus increasing market penetrationMentioned in this episode:B2B Needs Don Draper Live - 30th May 2023Click here to register for our first ever live event: https://www.trueagency.com/truth-sessions/b2b-needs-don-draper-live B2BNDD liveB2BNDD live post rollB2BNDD live

2022 年正值《哈佛商业评论》创刊百年，我们特别策划主题为新商业文明与数字化经营的系列节目，一共 6 期，对话不同领域专家，从把握大趋势、穿越新周期、打造新传统、洞察新变量、理解新商业、关注新范式、创造新品牌等维度展开。本期节目我们邀请到了凯度集团大中华区 CEO 暨凯度 BrandZ 全球主席王幸，共同解读流量退潮时的强品牌生存逻辑。特别感谢腾讯广告和腾讯智慧零售对本系列节目的支持。本期节目福利 欢迎大家在评论区写下你听完节目的想法，我们将在所有的音频平台一共挑选 5 位听众，每人赠送 1 本《哈佛商业评论 100 周年精选集》。【主播】麻小嘛： 「哈佛商业评论」中文版新媒体主编，新增长学院发起人【嘉宾】王幸：凯度集团大中华区 CEO 暨凯度 BrandZ 全球主席【主要话题】[00:27] 流量退潮，品牌价值愈发凸显[24:21] 腾讯所打造的私域场景，对企业的价值是什么？[36:17] 中国企业在全球市场建立强品牌需要关注的三要素【Staff】主播 ^ 麻小嘛 监制 ^ 洛佳、刘玥、周强后期 & 音乐 ^ 幸倍文字编辑 ^ 幸倍运营 ^ Babs、迪卡普里鑫【关于我们】公众号 & 视频号：哈佛商业评论（ hbrchinese )公众号：HBRC新增长学院（NewGrowth2020）本节目由 声动活泼 制作播出如果你想获取热门节目文字稿，请添加微信公众号 声动活泼如果想与我们交流，欢迎到 即刻 找到我们

Hablamos sobre qué es el apocalipsis y por qué ya lo estamos viviendo. Les contamos cómo nos fue en Talent Land y analizamos el reporte Brandz 2022. --- Send in a voice message: https://anchor.fm/creative-talks/message

Recentemente, tivemos o lançamento da mais nova edição do relatório do BrandZ sobre as marcas mais valiosas do mundo. E isso nos deu o gancho perfeito para falar de um dos assuntos preferidos da escola: branding. Nesse papo, Felipe Senise e Daniel De Tomazo vão abordar esse assunto de maneira bem pragmática, fugindo dos clichês tradicionais da disciplina e trazendo uma abordagem mais contemporânea ao tema.DICAS E REFERÊNCIASCurso | Branding Strategyhttps://cursos.sandbox.ee/classes/branding-strategyMatéria | The Secret to Brand Dominance for Apple, Google and Amazon? Diversificationhttps://www.adweek.com/brand-marketing/secret-brand-dominance-apple-google-amazon-diversification/Artigo | Your Brand Is Software, Not A Person: A New Metaphor For Changed Timeshttps://www.martinweigel.org/blog/2014/10/13/your-brand-is-software-not-a-person-a-new-metaphor-for-changed-timesArtigo | How Nike Won the Cultural Marathonhttps://www.nytimes.com/2022/06/15/style/nike-culture.htmlLivro | Posicionamento: a batalha por sua mentehttps://www.amazon.com.br/dp/B07WZQF6LQ/ref=dp-kindle-redirect?_encoding=UTF8&btkr=1SANDBOX NAS REDESAcesse o site da Sandbox para conhecer nossos curso: http://sandbox.eeInstagram: @sandbox_eeLinkedin: http://linkedin.com/school/sandbox-escola-de-estratégiaEmail: contato@sandbox.ee

The Sleeping Barber podcast welcomes Graham Staplehurst, Director of Thought Leadership at BrandZ Kantar, and Jorge Alagon, Global Head of Data Science Innovations at Kantar. On this episode, we discuss the 2022 Global Brandz Report and decouple the 'Meaningful Difference Framework.' We also discuss what it means for brands to be salient, meaningful, and different, as well as how they can use the framework to create value. It is a fantastic conversation that we're confident you will enjoy. ____________ Our Guests: Follow Graham Staplehurst on LinkedIn: https://www.linkedin.com/in/gstaplehurst/ Follow Jorge Alagon on LinkedIn: https://www.linkedin.com/in/jalagon/ The 2022 Global BrandZ Report: https://www.kantar.com/campaigns/brandz/global The Meaningful Difference Framework: https://kantaraustralia.com/kantar-millward-browns-meaningfully-different-framework-receives-marketing-accountability-standards-board-accreditation/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:43 - Introduction to Graham Staplehurst and Jorge Alagon 2:34 - The Brandz Model and tracking the value of brands 4:27 - What is the vision of Brandz? 6:50 - How are brands valued? 9:20 - What makes Kantar's database valuable? 13:20 - What is the meaningful difference framework? 20:00 - What other attributes were considered for the meaningful difference framework? 25:20 - Understanding salience 28:42 - How does emotion stand as an attribute within the meaningful difference framework? 35:00 - Are brands really important? What does neuroscience say? 37:00 - How do brands create value? 39:30 - What are the important attributes marketers should be applying? 47:40 - How do you weigh the meaningful difference attributes against one another? 50:40 - How is 'difference' defined in the meaningful difference framework? 56:00 - The attributes help nudge consumers 56:45 - How actionable are the three core attributes? 01:00 - How to think about being meaningful as a brand 01:01 - Are there nuances between B2B and B2B industries? 01:09 - Post pod discussion

The combined value of the world's Top 100 most valuable brands increased by 23% to $8.7 trillion over the past year. Highlighting the importance of brand strength in navigating an unsettled global economy. #brandz2022 #glonalbrandrating #Kantar This episode is also available as a multimedia blog post: https://evansonmarketing.com/2022/06/21/brandz-global-ratings-2022/

Tata Consultancy Services rose 12 positions from last year to rank number 46 on Kantar BrandZ's annual list of global brands. Rival Infosys debuted on the list, joining the top 100, ranking at number 64 on the widely followed ranking of the world's biggest brands every year. Accenture improved its ranking by one spot to place at number 26. Microsoft, Zara and IBM, however, lead the list on a new sustainability index that Kantar has started this year. Notes: Tata Consultancy Services rose 12 positions from last year to rank number 46 on Kantar BrandZ's annual list of global brands. Rival Infosys debuted on the list, joining the top 100, ranking at number 64 on the widely followed ranking of the world's biggest brands every year. Accenture improved its ranking by one spot to place at number 26. Microsoft, Zara and IBM, however, lead the list on a new sustainability index that Kantar has started this year. This year, the number of Indian brands in the Global Top 100 rose to four: Tata Consultancy Services, HDFC Bank, Infosys, and LIC. That's more than the amount that Japan, Italy, and the UK placed — combined, Kantar said in its report. Formerly a challenger brand, TCS now isn't far from Accenture by market value, the report notes. TCS and Infosys also made it to the top 20 brands under the business solutions and technology providers category, while IBM and Accenture continue to rank higher on this list as well. Microsoft, Zara and IBM lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability accounts for 3 percent of brand equity and is expected to rise. Consumer sustainability perception rose significantly in recent years, with Chinese consumers ranking second, next only to the Americas, according to Kantar. Wipro, India's fourth-biggest IT services company, and Eros Investments, a portfolio of media and entertainment businesses, have signed an alliance agreement to develop an artificial intelligence and machine learning-based content localisation solution. It will automate the time-consuming manual content localisation process of subtitling and dubbing with near human-level accuracy, delivering cost and time savings for global media organisations, post-production, and direct-to-consumer over-the-top streaming platforms, the companies said in a press release. Ecozen has raised Rs. 54 crore of additional funding as part of its Rs. 200 crore Series C round. The new funding round was led by Dare Ventures, the venture capital arm of Coromandel International, with participation from existing investors Caspian and Hivos-Triodos Fonds. Northern Arc, UC Inclusive Credit, Maanaveeya, and Samunnati also participated with debt funding. Early investors in Ecozen include IFA and Omnivore. Ecozen makes motor controls, IoT devices, and energy storage devices for agriculture, irrigation and cold chains. Headquartered in Pune, Ecozen was founded on-campus by three IIT Kharagpur alumni, Devendra Gupta, Prateek Singhal and Vivek Pandey. Fanbuff Technology India, better known as FanClash, a two-year-old Indian fantasy esports startup, has raised $40 million in series B funding from investors including Alpha Wave Global, Sequoia Capital India, Info Edge and Polygon, TechCrunch reports, citing the company's founder and CEO Richa Singh. FanClash previously raised $10.5 million, including a $10 million Series A round. Theme music courtesy Free Music & Sounds: https://soundcloud.com/freemusicandsounds

北海道 東京 質問箱

一、新品牌的原点陷阱1.“产品破圈”是为中小品牌、新消费品牌准备的一种方法论？不破圈的中小品牌，淘汰率高得惊人。如果以三年为期，至少有一多半的新锐品牌会滞胀甚至倒下，而且即使是新消费赛道，资本也更追逐那些跑在最前面的品牌，二八法则是一直存在的。一个新品牌滞胀的最大原因就是没有破圈，没有破圈就很难有成长，至多成了一个“小而美”的公司。新品牌容易陷入一种“原点陷阱”，每个新锐品牌起来时都有一批铁杆拥趸，这些人群和品牌天然契合、忠诚度高，但是，它的缺点是很容易到一个上限。比如，小米最开始发明“米粉”这个词的时候，米粉是50万人。如果小米一直沉溺在这50万人里，就没有今天的千亿小米。很多新锐品牌起于消费社区，像Ulike脱毛仪，它的原点人群是小红书、抖音、天猫直播上的美妆达人们可以影响到的、五年持续运营互联网美妆博主的这些人群。但后来企业销售额到了10亿规模后就涨不上去了。Ulike没有沉浸在“我们小而美”的幻觉中，它们带着很强的焦虑感，想寻找一种有核弹效应式的、有强大震撼力的破圈方式，想成为公众品牌，所以他们选择了分众进行品牌引爆。结果，饱和攻击之后，Ulike本身就很优秀的产品力和“蓝宝石冰点无痛脱毛仪”这些出色的差异化竞争点，通过分众的引爆设施快速扩大，当年618就成为京东天猫双渠道冠军，双11再度成功卫冕全网冠军，超过了该类目2-10名品牌销量的两倍，市场份额从前二年的30％多上升至去年55％，销量同比翻番，这就是破圈的力量。所以很多新品牌、小品牌，一旦到增长不动的时候，你就要敏锐的洞察，是不是原点人群的红利已经消耗殆尽了，是不是该用引爆手段破圈了。2.中小品牌如何破圈？很多中小企业觉得类似分众这样的品牌引爆模式好，但它们经常有顾虑：“我是不是用得起”。其实，我们总结的“四大路径”中有二条叫“区域攻坚”和“精准打击”就是为此而设。分众是极少数既能覆盖二三百个城市的全国性媒体，又能自由选择城市，在不同城市、不同区域去投放不同广告内容的媒体，分众智能屏和社区海报还能千楼千面，在同一城市里不同楼宇投放不同广告。有家源自成都的连锁餐饮－烤匠，它不追求全国扩张，只在成都、重庆当地引爆。结果一句经典广告语：“在成都，不吃火锅，就吃烤匠”，在成都的电梯口不断回响。烤匠真的做到了和火锅店在同商圈人气比达到1:1，在餐饮业普遍承压的情况下，烤匠几十家连锁单店销量依旧飙升，且门口排队不断。对于预算有限的全国性品牌，我们往往使用精准打击。像i-baby恒温睡袋，它的预算在二三千万，我们就设计了一套“精准挑楼”的策略，帮助它们精准投放到母婴潜客浓度高的社区，再把数据回流至天猫数据银行做二次触达，结果i-baby的一年销量从5000万涨至2亿，第二年再翻番，从儿童睡袋品类的第七位成为第一位。其实做区域攻坚的不只是新品牌、区域品牌，也有大品牌里的子品牌，今年有个上海人耳熟能详的乳品广告，就是请那些有代表性的上海人，用上海话告诉上海的消费者：今天有腔调的上海人，喝的都是每日鲜语。这就是蒙牛鲜奶的高端品牌的策略，每日鲜语这个品牌的消费起点很高，所以它不走全国广泛覆盖的路子，就是聚焦在上海这样能引导消费潮流的超一线城市引爆。有个物理学常识，叫受力点越小，压强越大，就是说的“区域攻坚”。区域攻坚的本质是精准，分众对精准有自己独特的理解，总结就是三个“不做”： 二、破解品牌增长焦虑1.成熟品牌如何破圈？我们刚才说新锐品牌要破圈，其实成熟品牌也要破圈，只不过它们破的是更大的圈，是从固化的生活场景向全新的生活场景的聚焦开拓。成熟品牌自带势能和信任，如果更好地对接和激发潜在需求，就有机会产生更为巨大的增量空间。这就是“四大”中的“场景开拓”。所以，我们看到花西子借情人节，在分众电梯里打出“送花不如送花西子”，结果开创了男生购买彩妆的商业增量。小罐茶投放了分众历史上时长最长的“一小时感谢信”广告视频，以“这一路很长，你要感谢的人很多”，激发消费者买小罐茶作为感谢的需求，结果获得微博5.5亿热议，天猫上小罐茶产品几乎全部卖空。还有一些日用品的消费场景更固定，但也找到了差异化的破圈思路。比如飘柔，开创了一个镜面的电梯海报，提醒办公室女性“上班时照一下是女神，下班时照一下可能变成了路人”。这里面的潜台词就是——如果没有用飘柔，头发很难保持一整天的柔顺！这就天然就把“场景-消费者痛点-产品特点”迅速链接起来，消费者立刻就有了消费一瓶飘柔的冲动。而舒肤佳则更好的利用了电梯这个场景，当你刚按完电梯转身一看旁边的电梯广告，屏幕上有两个被放大的按钮上面是无数个手指印，你可能立刻就觉得——回家吃饭之前记住要用舒肤佳洗手杀菌。分众的覆盖决定了，它跨越了消费者工作和生活二大核心场景，这就让许多成熟客户的通过场景创意，可以触发此前没有的潜在的、隐性的需求，打开增量的天花板。比如，绝味鸭脖许多人都尝过，你再讲味道多好没人听了，而办公室电梯里的内容反复提醒你——“没有绝味鸭脖加什么班”，公寓电梯里的内容反复提醒你“没有绝味鸭脖追什么剧”，这就是分众广告在人们每天必经的生活场景中利用内容共创，打开了场景交易的触发按钮。2.线上线下打通，能否做到“品效合一”？绝对意义上的“品效合一”是没有的，因为品牌建设和销量提升（也就是一般人说的“效”）作用逻辑和原理是不一致的。但我们不能无视品牌内心的诉求，其实他们希望的是，能够解决普遍存在的品牌广告的效应比较滞后的问题。品效难以合一，但品效是可以更快地协同。所以，我们与天猫开创了“基于全域提升的品效协同”，让分众的品牌广告的数据回流，看过分众广告的用户沉淀为品牌数字资产中的认知人群（A人群），让品牌商可以在站内继续运营到兴趣人群（I人群）到购买人群（P人群）。这将大大缩短品牌广告与销售效果之间的时间周期。2019年，我们与天猫数据银行实现打通，让消费者在自己的写字楼和社区看到分众广告的时候同时数据回流至天猫数据银行，然后在手机淘宝天猫上再对既看过分众广告又是目标潜客的用户群体二次追投，双向叠加，转化率会大幅提升！再说到线下的生意，消费者60%的交易都发生在三公里生活服务范围之内。所以，飞鹤有机奶粉特别精准的在它有发达的终端消费场所周边三公里范围内，而且母婴潜客浓度更高、有机产品购买率更高的高端社区投放，来即时导流用户到附近的母婴终端购买。现在，分众基于商圈和天猫大数据的精准选点系统，就可以满足这个精准化的需求。 三、“双微一抖一分众”凯度中国区总裁王幸在2020《凯度BrandZ最具价值中国品牌100强》发布会上讲道，凯度的研究表明：双微一抖一分众已经成为了当前品牌传播的核心方式。以微博、微信、抖音为代表的社交媒体品牌种草，和以分众传媒为代表的日常生活场景的品牌引爆，两者的交互和共振是助力品牌增长的核心阵地。互联网是到达率最高的媒体，但互联网创造了海量的即时信息，信息手段及传播触点日益多元化碎片化甚至粉尘化，心智容量有限的消费者却因此不堪重负，品牌与消费者的沟通效率反而开始走下坡路。你的品牌在种草，你的竞品用水军在反向种草，这么多不同的文章观点让用户依旧无法做出判断。在一个大家都在讲数字化社交化私域化，都在找KOL，KOC，主播时，凯度最新的研究也表明：营销人的认知和选择，并不是消费者的想法。营销人员最偏好使用的某些社交类媒介及线上广告类媒介，诸如网红内容营销之类，消费者往往无感，净偏好率仅在10%左右甚至以下。因此，我在新书中也讲到，要回归传播的本质。碎片化的互联网传播或社交草原上的种草无法形成广泛的社会共识，打造品牌需要中心化媒体，建立购买者决策者影响者传播者的主流人群的群体认同。货找人是精准分发提高交易效率，人找货才是品牌打造，人们想起一个类别就想起你，这才叫品牌。同时，品牌还需要以重复来对抗遗忘。正如诺贝尔经济学奖获得者丹尼尔康纳曼教授讲的，人类绝大部份时间是用系统一（直觉反应）来思考，极少数时间用系统二（理性思考）。所以，只有不断重复才能把一个概念打进消费者心智。所以，广告重复影响会让用户心智逐渐放松，建立起怕上火喝王老吉，困了累了喝红牛般的快思维，进入消费者潜意识中的条件反射的品牌才是强品牌，强品牌往往是消费者不假思索的选择。 四、寒冬之后，春天还会远吗？新年已经来到了，但这个开年的疫情很复杂。这几天，有人问过上海的张文宏医生一个问题，他的回答是，我们将面临一个寒冷的冬天，但是这是新冠最后的寒冬。对于分众来说，我们的确要考虑消费疲软和疫情叠加带来的变量，但我们看到从去年（2021年）大部分行业7月开始消费信心不振，增速下滑持续到11月已经基本见底，从12月起国家出台的一系列政策正在起效，去年12月企稳，今年（2022年）1月消费信心正在回暖，中国四亿主流人群对美好生活的向往和消费升级的格局不会改变。而我们应该为这次升级做好准备，助推更多行业品牌，用差异化代替同质化，用价值战代替价格战，用确定性的逻辑打赢不确定性的市场。

داستان برند هرمس: شرکت فرانسوی هرمس بهعنوان یکی از تولیدکنندگان مطرح کاالهای لوکس در دنیا شناخته میشود و بارها و بارها در ارزشیابیها و رتبهبندیهای مختلف، جزو باارزشترین برندهای لوکس جهان معرفی شده است. به بیانی دیگر، هرمس نماد یک جهان لوکس محسوب میشود؛ چرا که ترکیبی از یک میراث غنی خانوادگی، صنعت هنرمندانه، باریکبینی و موقعیت سطح باال در دنیای رقابتی و بیرحم کاالهای لوکس است. بنا به رتبهبندی BrandZ در سال ۲۰۱۵ ،این شرکت دومین برند لوکس جهان با ارزش معادل ۱۹ میلیارد دالر است که پس از لویی ویتون با ارزش ۷.۲۴ میلیارد دالر قرار دارد. در حال حاضر طیف وسیعی از محصوالت این برند، شامل کاالهای چرمی، لوازم آرایشی و بهداشتی، عطر و لباس عرضه میشود.اسپانسر این ماه:دوره های Fashion MBAدانشکده کارآفرینی دانشگاه تهرانhttps://ent.ut.ac.ir/نویسنده این اپیزود: غزاله قاسمیانhttps://ardavananoosh.com/

Miss Mouthy discusses Black Detroit Brands, Aaliyah 20 year anniversary, the art of drag, and Entrepreneurship with her friends Ty'Lee frames, Shauntrelle Blu, and Clevell Smith. Like Us On Facebook --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app --- Send in a voice message: https://anchor.fm/missmouthy/message

In this episode Jordan and Trevor place their entries into the Off Brandz FanDuel league! They also discuss fantasy strategies for the first full NFL Sunday slate of games! Also Jordan tells us about his trip to the OU-Western Carolina game!

Hablamos del reporte BrandZ y su listado de las 100 marcas globales más valiosas. El lanzamiento de Space Jam: A New Legacy incluye un enlace NFT de 91,000 artículos. También hablamos de la Inteligencia Artificial y el libre albedrío. Finalmente, analizamos el por qué los humanos se están volviendo menos creativos. --- Send in a voice message: https://anchor.fm/creative-talks/message

En este episodio: - El ambiente de acoso a las mujeresen publicidad - Aprendizajes del reporte Brandz de Kantar - La gran renuncia y por qué dejamos los empleos - ¿Por qué le damos tanta importancia a los influencers? - Los kidults atacan de nuevo - TikTok como motor de ventas - La viralidad del hate

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Martin Guerrieria, global director of Kantar's annual BrandZ research into the world's top 100 most valuable brands, talks to PRovoke Media's EMEA editor Maja Pawinska Sims about the findings of the latest study, including the impact of the pandemic, the biggest brand success stories, and key takeaways for PR and communications professionals. 

According to the Kantar BrandZ Most Valuable Global Brands 2021 ranking, the world's most valuable brands have experienced record growth. The United States accounts for 56 of the Top 100 brands, with Amazon and Apple leading the way, each worth more than $12 trillion. Amazon maintained its position as the world's most valuable brand, increasing its value by 64% to US$684 billion (or the equivalent GDP of Poland). Apple is ranked second, with a brand value of $611 billion. Tesla is the fastest growing brand and the most valuable car brand, with its value increasing by 275 percent year on year to $42.6 billion. Pinduoduo, Meituan, Moutai, and TikTok from China, and Tesla from the United States, all more than doubled their brand values.

We kick off the pod's first episode with a mock draft. Come and join us!

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Wir waren diesmal in Metzingen im wunderschönen Baden-Württemberg und haben Marco in seinem Office besucht. Dabei hat er uns viel über den medizinischen Gebrauch von CBD, seiner persönlichen Erfahrung damit und seinen laufenden Projekte bei Vybz erzählt. Natürlich gab es auch zum Thema Musik/Deutschrap wieder einiges zu bequatschen. Hört rein und chillt mit! The post Chillen mit Marco von Vybz Brandz pt. 2 appeared first on .

Esta semana charlamos con una de las personas más influyentes en el sector de los esports, Virginia Calvo -Copropietaria de "Good Game Group"- porque queremos conocer cómo se está trabajando en su profesionalización; en la paridad entre jugadores hombres-mujeres; en si se corresponden los ingresos con el número de seguidores, o si llegarán a participar en un futuro en los Juegos Olímpicos, entre otros temas.* Dentro de la sección "Paso a paso con Marina de Empresas" entrevistamos a Diego Sáez, Cofundador de "MESbook" y a Mamem Guillem, CEO de "Besocks"* Félix Muñoz explica el por qué de la importancia que están teniendo los podcasts y de algunas ideas para trabajar en ellos la publicidad y también, de la última iniciativa puesta en marcha por Amazon* Y Fran Ramos nos presenta el último Informe de BrandZ sobre las marcas españolas y el ranking de nuestros chefs en las redes socialesEl podcast Hablamos de los esports con Virginia Calvo, Copropietaria de "Good Game Group" ha sido publicado en Plaza Radio

产业纵深重要通知！【国内油价上调，加满一箱油将多花3.5元】根据国家发改委消息，新一轮成品油调价窗口已于22日0时开启。本次油价调整具体情况如下：汽油每吨上涨85元，柴油每吨上涨80元。按一般家用汽车油箱50L容量估测，加满一箱92号汽油，将多花3.5元。本次调价是2020年国内成品油调价窗口出现的第三次上涨。（央视财经）【独立保险代理人模式将破冰 监管起草相关规范性文件】为引导保险公司规范有序发展独立个人保险代理人队伍，提高保险销售专业化职业化水平，在研究论证一年之后，监管部门近日起草了《关于保险公司发展独立个人保险代理人有关事项的通知》，拟在业内征求意见。应有对规则的基本尊重。【集体示威？多家跨国药企集采报出无效高价自动出局：】8月20日，第三批国家药品集中采购现场报价环节，阿斯利康、礼来、辉瑞等多家跨国药企因为报价超过最高有效申报价格，而直接出局，引发广泛关注。业内人士介绍，集采药品的最高有效申报价的设定，会参考该品种在全国各个地区的均价，主要是让参与竞标的药企尽可能降价。有观点认为，跨国药企集体无视集采规则，“故意”报出高价是向此次集采“示威”。目前阿斯利康、礼来方面均未回应。（澎湃）【武汉卖地收入破千亿，头部房企拿地节奏加快】21日上午，绿地控股拿下武汉黄陂临空经济区7幅核心地块，总地价逾164亿元，拟投建武汉绿地天河国际会展城项目。至此，武汉自3月31日重启土地拍卖以来，今年卖地收入突破千亿元大关。专家认为，武汉复工复产后，头部房企加大了在武汉拿地的节奏，预计这一趋势在下半年仍将延续。（一财）企业动态华谊兄弟急补血？ 【调整《八佰》发行方式引发争议：华谊兄弟做出解释】8月21日晚间，电影《八佰》八佰官微发表声明，：“华影天下此次制定的发行模式旨在保护电影市场的正常秩序，打击偷漏瞒报！同时，《八佰》的票房结算遵守影片院线发行正常结算流程，不存在发行方向影院直接收款的行为。此前，界面报道，《八佰》采用的是新的发行方案，票房在200万以下的影院，需按上年实际票房3.5%的核定保底金额在8月19日打款给发行方，不走院线。按照全国年票房200万以下影院超过4000家计算，3.5%的保底金额可给华谊兄弟带来过亿现金。但这种先付钱再给片的“霸王条款”方式，引发了中小影院抵制。【王思聪投资的游戏陪练平台被指涉黄，平台紧急回应】8月21日，比心陪练回应被指涉黄称，已采取账号冻结、列入黑名单风控系统等措施。8月20日，人民网刊文称，发现比心陪练APP上有陪练师向玩家兜售涉黄服务。数据显示，比心陪练的天使轮投资方为王思聪旗下公司。王思聪本人曾在比心陪练上担任陪练师，设置价格约为951元/小时。【蚂蚁消费金融牌照到手，证监会接收蚂蚁IPO材料】全球最大的金融科技企业蚂蚁集团正在申请消费金融牌照，并发起在重庆设立重庆蚂蚁消费金融有限公司。 该公司注册资本人民币80亿元，蚂蚁集团作为主要发起人出资40亿元，占注册资本的50%。其他的共同出资方还包括南商银行、国泰世华、宁德时代、千方科技、中国华融和鱼跃医疗。另外，根据证监会网站显示，蚂蚁集团申请境外首次公开发行股份，证监会已接收审批材料。【京东暂停与申通合作后续：商家仍可使用申通发货】近日，京东暂停与申通合作的风波引发关注。京东对此回应称，此次京东以合同到期为由停止平台商家使用申通发货，主要原因是阿里成为申通大股东，京东物流不能在阿里平台发货。不过，有京东平台的商家表示，依然可以选择由申通快递发货，不过8月31日之后无法看到申通的物流信息。（21世纪经济报道）【微信小商店正式上线】腾讯微信小商店正式上线了，对企业、个体、个人三种开店类型全量开放。微信搜一搜“小商店助手”，一键开店。【抖音与淘宝签订新一轮年框合作：规模超去年】新浪科技从接近阿里巴巴内部人士获悉，不久前，抖音已与淘宝签订新一轮年框合作，包括广告和电商两个部分，合作规模整体超过去年。 【银泰百货宣布与谦寻、盛珩等头部MCN机构成立喵客联盟】8月21日，银泰百货宣布与谦寻、盛珩、纳斯、梵维、蚊子会、构美等多家头部MCN机构，联合成立喵客联盟，未来将在数字供应链协同、导购达人化、品牌影响力方面探索深度合作。商界声音【茅台回应为何坚持高端定位：价格战，从来都不是选项】茅台副董事长李静仁表示，不管经营业绩怎样，价格战，从来都不是茅台的选项。茅台就是要保证消费者能够留下美好的记忆、难忘的口感，以及特殊的文化体验。（BrandZ）【椰树集团致歉：招聘信息审核不严，用词不当】8月20日，椰树集团在官网发布道歉声明称，招聘信息审核不严，用词不当，部分条款已违反劳动合同法相关规定以及人文精神。此前，椰树发布招聘中，要求应聘者“顾事业不顾家”“抵押房产承诺终身服务”，引起热议。【网易辟谣阿里收购网易云音乐】针对网络传言的阿里即将收购网易云音乐一事，网易公关总监在个人朋友圈回应：问的人越来越多，一个字，假。国际视野【英国债务超两万亿英镑，超过国内生产总值】英国国家统计办公室的数据显示，英国政府债务首次突破2万亿英镑。意味着英国公共债务占GDP比重超过了100%，是自上世纪60年代初以来最沉重的债务负担。第二季度经济环比跌幅达到了20.4%，英国高收入人群未来可能会面临纳税额的增加。（人民日报海外版）【美国对大疆的337调查结果公布：不会发布禁令】美国国际贸易委员会做出了针对大疆的337调查终裁：不会发布禁令。 此前，在2018年8月30日，一家中企的美国子公司向美国际贸易委员会(ITC)提出申请，指控深圳市大疆创新科技有限公司及其关联公司对美出口、在美进口或在美销售的无人机及其组件侵犯其专利权，请求ITC发起337调查并发布有限排除令和禁止令。大量热钱涌入楼市，危险信号灯亮起.【首尔房价暴涨52%,韩国掀起恐慌性购房潮】近期，韩国政府频发房产新政，政策高压下房价飞涨，引发民众恐慌性购房潮。数据显示，7月韩国房产交易量达14.1万套，较去年同期大幅增长110%。今年1-7月累计交易量更是高达76.2万套，较去年同期近乎翻倍。创下有数据统计以来的最高水平。近3年来，韩国累计颁布了23项房产新政，然而在政策高压下，首尔公寓楼价格却大幅上涨了52%。很多韩国民众担心房价继续攀升，掀起了一拨恐慌性购房潮。

Wheresmyweed war in Österreich zu Gast auf der CBD Plantage von Grüner Brunnen in der Steiermark, Österreich. Direkt auf dem Feld im Pavillon wartete der heutige Gast auf uns, Marco von Vybz Brandz. Wir haben uns unter anderem über die Cannabis/CBD Branche in Deutschland/Österreich unterhalten und auch speziell über Cannamarketing gesprochen. Nebenbei Canna Gin getrunken,... The post Chillen mit Marco von Vybz Brandz auf der CBD Plantage Grüner Brunnen in Österreich appeared first on .

A list released by BrandZ provides some insight on what brands are thriving during the pandemic. See acast.com/privacy for privacy and opt-out information.

Huawei se mantiene firme en su compromiso con la innovación y en el valor que aporta a los consumidores de todo el mundo. En el último estudio sobre “Las 100 Marcas Más Valiosas” de BrandZ, publicado por WPP y Kantar, ocupa el puesto 45, subiendo dos lugares en comparación con el año pasado, con un valor de marca de $29,400 millones de dólares (un incremento del 9% anual). Este es el quinto año consecutivo en que la publicación anual presenta a Huawei como una de las 50 marcas más valiosas del mundo, lo cual es un testimonio de su éxito en la ejecución de su visión a largo plazo para construir un mundo inteligente y totalmente conectado. Así lo expreso su gerente de marketing, Humberto Oroza. #AsContenidos #Covid19Bolivia

Amazon, Microsoft, Apple estão entre marcas mais valiosas, segundo o relatório. O destaque desta edição para o TikTok que entra no ranking.

⭐️ Acompanhe o canal no Telegram: https://t.me/noticiasdomkt BrandZ divulga relatório das marcas mais valiosas do mundo. Amazon segue na liderança. https://www.marketingweek.com/top-10-brand-z-2020/ Receita de aplicativos cresce 23,4% comparado ao ano passado. https://techcrunch.com/2020/06/30/global-app-revenue-jumps-to-50b-in-the-first-half-of-2020-in-part-due-to-covid-19-impacts/ Facebook diz que vai se submeter a auditoria para análise de política de anúncios: https://g1.globo.com/economia/tecnologia/noticia/2020/06/30/facebook-diz-que-vai-se-submeter-a-auditoria-para-analise-de-politica-de-anuncios.ghtml O Tiktok pode estar monitorando bem mais do que deveria no seu celular. https://twitter.com/d1rtydan/status/1277081198624337920 https://www.reddit.com/r/videos/comments/fxgi06/not_new_news_but_tbh_if_you_have_tiktiok_just_get/fmuko1m/?context=1 Facebook lança guia do newsfeed para empresas de mídia. https://www.facebook.com/journalismproject/facebook-news-feed-for-news-publishers https://www.axios.com/facebook-algorithm-original-reporting-e127c8b7-c749-4120-a65e-239b55d18758.html Snapchat lança lente de compra com realidade aumentada em parceria com a Gucci. https://www.socialmediatoday.com/news/snapchat-launches-new-shoppable-ar-try-on-campaign-with-gucci-shoes/580762/ Siga o Notícias do Marketing: https://instagram.com/noticiasdomkt/ https://twitter.com/noticiasdomkt/

商界声音 【全国人大常委会全票通过港区国安法】30日下午，十三届全国人大常委会第二十次会议闭幕。本次常委会会议共审议8件法律和决定草案。会议最为重要的议程，是审议通过香港特别行政区维护国家安全法，并决定将这部法律列入香港基本法附件三，由香港特别行政区在当地公布实施。法律和决定获得全票通过，充分反映了包括香港同胞在内的全国人民的共同意志。(新华社) 【商务部：出口产品转内销存在较大的增长潜力】商务部外贸司副司长杨国良表示，出口产品转内销也存在较大的增长潜力。从国内消费看，全国疫情防控阻击战取得重大战略成果，国内市场需求正加快释放，为电子家电、轻工、纺织服装、农产品等出口行业提供了内销市场。从投资带动看，各地推进新型基础设施、新型城镇化和重大工程建设，为机械设备、电机电气设备、精密仪器等出口行业带来了新机遇。从消费升级看，部分外贸企业正从传统批量生产转向个性化定制，可以更好满足国内消费升级需求。网上销售、直播带货等消费新模式快速发展，也为外贸企业打通了直接面对消费群体的销售渠道。 【首个直播带货规范7月施行，刷单、杀雏等乱象或得整治】近日，中国广告协会制定了《网络直播营销活动行为规范》，7月1日起实施，重点规范直播带货行业刷单、虚假宣传等情况。《规范》指出，网络直播营销主体不得利用刷单、炒信等流量造假方式虚构或篡改交易数据和用户评价。不得进行虚假或者引人误解的商业宣传，欺骗、误导消费者；不得在直播活动中吸烟或者变相宣传烟草制品（含电子烟）。（中国新闻网） 【北斗三号收官之星成功定点】经过近8天飞行，北斗全球导航系统最后一颗组网卫星于6月30日14时15分成功定点于距离地球3万6千公里的地球同步轨道。目前，卫星天线已展开，有效载荷已开通，卫星在轨工作正常。至此，西安卫星测控中心已圆满完成北斗“收官之星”早期轨道段测控任务，所有30颗北斗三号卫星也已全部转入长期管理模式。（人民日报） 【北京市人社局表示7月1日起符合条件的失业人员可网上申请】近日，北京市人力资源和社会保障局、北京市财政局共同发布《通知》明确，北京市将扩大失业保险保障范围，阶段性实施失业补助金和临时生活补助政策。自今年7月1日起到12月31日，符合条件的失业人员可通过互联网在线申领失业补助金或临时生活补助。（央视） 产业纵深 【公用电话将成为历史5月份注册量已萎缩至个位数】中国联通6月30日24时将全面停止所有公用电话类服务，包括校园蓝卡、普通值守公话、其他IC卡等公话，这意味着陪伴我们近几十年的公用电话将成为历史。数据显示，我国目前仍有在业存续的公用电话相关企业超过3.14万家，但全行业近十年来平均每年注册量下跌22%，至今年5月份已萎缩至个位数。 【IDC：2020年中国IT支出将达到20683.5亿元人民币，同比增长2.7%】IDC预测，2020年中国IT支出将达到20683.5亿元人民币，相比2019年增长2.7%。IDC还表示，2020年京津冀、长三角区域以及大湾区2020年IT市场规模将分别达到3431.3亿元、4876.3亿元和3086.7亿元。（36氪） 【BrandZ全球百强品牌：亚马逊稳坐第一，阿里升至第六】Kantar周二发布2020年“BrandZ全球品牌价值100强”榜单，亚马逊蝉联全球最具价值品牌，过去一年品牌价值增长近三分之一，达到4159亿美元。苹果仍居第二，品牌价值达3522亿美元；微软超越谷歌升至第三，品牌价值3265亿美元，谷歌以3236.01亿美元屈居第四。中国电商巨头阿里巴巴从去年的第七升至第六，品牌价值达1525.25亿美元，较一年前增长16%。腾讯紧随其后，品牌价值达1509.78亿美元。（新浪财经） 企业动态 【乐视网1354项商标1.31亿成交】6月30日午间，乐视网持有的商标1354项（其中五项已注销）的司法拍卖已结束，竞买人天津嘉睿汇鑫企业管理有限公司以最高应价竞得，成交价1.31亿元。（证券时报） 【罗永浩回应被中消协点名：一半是夸我们的，一半是误会】、针对被中消协点名一事，罗永浩在微博上回应称：“中消协的“点名”，一半是夸我们的，一半是误会，但被某媒体耍流氓标题党，然后又扩散开了。”中消协发布618消费维权舆情分析报告显示，今年“618”促销活动期间消费维权负面信息主要集中在直播带货、价格竞争、短信骚扰、红包活动、假冒伪劣等方面，特别是直播带货中的售后服务难保障等问题异常突出。（36氪） 【麦当劳中国宣布逐步停用塑料吸管，每年减少400吨塑料用量】6月30日起，麦当劳中国将在北京、上海、广州、深圳近千家餐厅的堂食及外带率先实施，消费者可通过新型杯盖直接饮用不含固形物的冷饮，例如可乐。而珍珠奶茶、麦旋酷等含有固形物的冷饮，以及麦咖啡冷饮，目前仍将配备吸管。麦当劳中国表示，相关减塑举措将于2020年内覆盖中国内地所有餐厅。届时，预计每年约减少400吨塑料用量。（澎湃新闻） 【微博宣布提议发行债券】6月30日讯，微博宣布建议发行优先票据，并已向美国证券交易委员会提交初步募集说明书补充文件。该公司打算将所得款项净额用于一般企业用途。此次发行交易的独家账簿管理人为高盛亚洲，联席管理人是中国国际金融香港证券。 警示录 【被控受贿7200余万，中国盐业集团原董事长茆庆国受审】“安徽纪检监察”微信公众号消息，6月30日上午，六安市中级人民法院通过远程视频系统，公开开庭审理了中国盐业集团有限公司原党委书记、董事长茆庆国涉嫌受贿一案。公诉机关指控，1997年至2019年，被告人茆庆国利用担任江苏省盐业公司经理，江苏省盐务局局长、党委副书记、总经理、董事长，中国盐业总公司副总经理、总经理等职务上的便利，为相关单位和个人在项目合作、债券承销、职务晋升等事项上提供帮助，直接或者通过家人及特定关系人，非法收受相关单位和个人给予的财物，共计折合人民币7203.5166万元、美元1万元、欧元1万元。（澎湃新闻） 国际视野 【Uber正在协商以26亿美元收购外卖公司Postmates】据外媒报道，网约车巨头Uber正在向外卖公司Postmates发出收购提议。知情人士透露，两家公司最早可能在周一晚上（美东时间）达成交易，目前谈判仍在进行中，交易亦可能发生变数。另据知情人士透露，此次收购中Postmates的估值大约在26亿美元。交易最快将在下周宣布。这是Uber在今年尝试收购外卖公司GrubHub失败后，再次向该领域中一家规模较小的公司发起收购。 【宝马将采购并使用可再生能源电池】德国汽车制造商宝马周二表示，其电动车将使用可再生能源生产的电池，据悉，去年宝马从中国电池制造商宁德时代以及三星订购了价值超过100亿欧元的电池。（路透）

商界声音 【全国人大常委会全票通过港区国安法】30日下午，十三届全国人大常委会第二十次会议闭幕。本次常委会会议共审议8件法律和决定草案。会议最为重要的议程，是审议通过香港特别行政区维护国家安全法，并决定将这部法律列入香港基本法附件三，由香港特别行政区在当地公布实施。法律和决定获得全票通过，充分反映了包括香港同胞在内的全国人民的共同意志。(新华社) 【商务部：出口产品转内销存在较大的增长潜力】商务部外贸司副司长杨国良表示，出口产品转内销也存在较大的增长潜力。从国内消费看，全国疫情防控阻击战取得重大战略成果，国内市场需求正加快释放，为电子家电、轻工、纺织服装、农产品等出口行业提供了内销市场。从投资带动看，各地推进新型基础设施、新型城镇化和重大工程建设，为机械设备、电机电气设备、精密仪器等出口行业带来了新机遇。从消费升级看，部分外贸企业正从传统批量生产转向个性化定制，可以更好满足国内消费升级需求。网上销售、直播带货等消费新模式快速发展，也为外贸企业打通了直接面对消费群体的销售渠道。 【首个直播带货规范7月施行，刷单、杀雏等乱象或得整治】近日，中国广告协会制定了《网络直播营销活动行为规范》，7月1日起实施，重点规范直播带货行业刷单、虚假宣传等情况。《规范》指出，网络直播营销主体不得利用刷单、炒信等流量造假方式虚构或篡改交易数据和用户评价。不得进行虚假或者引人误解的商业宣传，欺骗、误导消费者；不得在直播活动中吸烟或者变相宣传烟草制品（含电子烟）。（中国新闻网） 【北斗三号收官之星成功定点】经过近8天飞行，北斗全球导航系统最后一颗组网卫星于6月30日14时15分成功定点于距离地球3万6千公里的地球同步轨道。目前，卫星天线已展开，有效载荷已开通，卫星在轨工作正常。至此，西安卫星测控中心已圆满完成北斗“收官之星”早期轨道段测控任务，所有30颗北斗三号卫星也已全部转入长期管理模式。（人民日报） 【北京市人社局表示7月1日起符合条件的失业人员可网上申请】近日，北京市人力资源和社会保障局、北京市财政局共同发布《通知》明确，北京市将扩大失业保险保障范围，阶段性实施失业补助金和临时生活补助政策。自今年7月1日起到12月31日，符合条件的失业人员可通过互联网在线申领失业补助金或临时生活补助。（央视） 产业纵深 【公用电话将成为历史5月份注册量已萎缩至个位数】中国联通6月30日24时将全面停止所有公用电话类服务，包括校园蓝卡、普通值守公话、其他IC卡等公话，这意味着陪伴我们近几十年的公用电话将成为历史。数据显示，我国目前仍有在业存续的公用电话相关企业超过3.14万家，但全行业近十年来平均每年注册量下跌22%，至今年5月份已萎缩至个位数。 【IDC：2020年中国IT支出将达到20683.5亿元人民币，同比增长2.7%】IDC预测，2020年中国IT支出将达到20683.5亿元人民币，相比2019年增长2.7%。IDC还表示，2020年京津冀、长三角区域以及大湾区2020年IT市场规模将分别达到3431.3亿元、4876.3亿元和3086.7亿元。（36氪） 【BrandZ全球百强品牌：亚马逊稳坐第一，阿里升至第六】Kantar周二发布2020年“BrandZ全球品牌价值100强”榜单，亚马逊蝉联全球最具价值品牌，过去一年品牌价值增长近三分之一，达到4159亿美元。苹果仍居第二，品牌价值达3522亿美元；微软超越谷歌升至第三，品牌价值3265亿美元，谷歌以3236.01亿美元屈居第四。中国电商巨头阿里巴巴从去年的第七升至第六，品牌价值达1525.25亿美元，较一年前增长16%。腾讯紧随其后，品牌价值达1509.78亿美元。（新浪财经） 企业动态 【乐视网1354项商标1.31亿成交】6月30日午间，乐视网持有的商标1354项（其中五项已注销）的司法拍卖已结束，竞买人天津嘉睿汇鑫企业管理有限公司以最高应价竞得，成交价1.31亿元。（证券时报） 【罗永浩回应被中消协点名：一半是夸我们的，一半是误会】、针对被中消协点名一事，罗永浩在微博上回应称：“中消协的“点名”，一半是夸我们的，一半是误会，但被某媒体耍流氓标题党，然后又扩散开了。”中消协发布618消费维权舆情分析报告显示，今年“618”促销活动期间消费维权负面信息主要集中在直播带货、价格竞争、短信骚扰、红包活动、假冒伪劣等方面，特别是直播带货中的售后服务难保障等问题异常突出。（36氪） 【麦当劳中国宣布逐步停用塑料吸管，每年减少400吨塑料用量】6月30日起，麦当劳中国将在北京、上海、广州、深圳近千家餐厅的堂食及外带率先实施，消费者可通过新型杯盖直接饮用不含固形物的冷饮，例如可乐。而珍珠奶茶、麦旋酷等含有固形物的冷饮，以及麦咖啡冷饮，目前仍将配备吸管。麦当劳中国表示，相关减塑举措将于2020年内覆盖中国内地所有餐厅。届时，预计每年约减少400吨塑料用量。（澎湃新闻） 【微博宣布提议发行债券】6月30日讯，微博宣布建议发行优先票据，并已向美国证券交易委员会提交初步募集说明书补充文件。该公司打算将所得款项净额用于一般企业用途。此次发行交易的独家账簿管理人为高盛亚洲，联席管理人是中国国际金融香港证券。 警示录 【被控受贿7200余万，中国盐业集团原董事长茆庆国受审】“安徽纪检监察”微信公众号消息，6月30日上午，六安市中级人民法院通过远程视频系统，公开开庭审理了中国盐业集团有限公司原党委书记、董事长茆庆国涉嫌受贿一案。公诉机关指控，1997年至2019年，被告人茆庆国利用担任江苏省盐业公司经理，江苏省盐务局局长、党委副书记、总经理、董事长，中国盐业总公司副总经理、总经理等职务上的便利，为相关单位和个人在项目合作、债券承销、职务晋升等事项上提供帮助，直接或者通过家人及特定关系人，非法收受相关单位和个人给予的财物，共计折合人民币7203.5166万元、美元1万元、欧元1万元。（澎湃新闻） 国际视野 【Uber正在协商以26亿美元收购外卖公司Postmates】据外媒报道，网约车巨头Uber正在向外卖公司Postmates发出收购提议。知情人士透露，两家公司最早可能在周一晚上（美东时间）达成交易，目前谈判仍在进行中，交易亦可能发生变数。另据知情人士透露，此次收购中Postmates的估值大约在26亿美元。交易最快将在下周宣布。这是Uber在今年尝试收购外卖公司GrubHub失败后，再次向该领域中一家规模较小的公司发起收购。 【宝马将采购并使用可再生能源电池】德国汽车制造商宝马周二表示，其电动车将使用可再生能源生产的电池，据悉，去年宝马从中国电池制造商宁德时代以及三星订购了价值超过100亿欧元的电池。（路透）

Data from years of Kantar and BrandZ research indicates clearly that the best way to survive an economic downturn (and to bounce back more quickly when it's over) is to have a strong brand. But what does that mean? How can you achieve it? Does purpose play a part? And what can brands do right now to ensure that they remain salient and meaningfully different? Chief Global Analyst Nigel Hollis and Head of Research for BrandZ Martin Guerrieria tell Jane and Felipe what matters most at a time like this... and it certainly isn't cutting prices.

Claudia Penteado fala sobre o ranking BrandZ para a América Latina, liderado por dois bancos brasileiros, que somaram US$ 17,9 bilhões em valor de marca no ano de 2019. Segundo a Kantar, as duas empresas conquistaram espaço após responderem à ameaça das fintechs.

June saw the release of the BrandZ Top 100 Most Valuable Global Brands of 2019, with Amazon taking the top spot for the first time. But why does it matter? How does it work? And what makes the difference between a top performing brand and those that drop off the list? Doreen Wang, global head of BrandZ for Kantar, tells Jane Bloomfield about the key themes, provides insights for growth and offers up some interesting case studies from this year’s global ranking.

BrandZ data shows the biggest brands in the world are now technology brands. Where does that leave brands who make physical products and companies like Unilever? Kantar’s Jane Ostler speaks to Sophie Galvani, Global Brand Vice President for Dove Masterbrand, Unilever, about the way Dove and Unilever connects with consumers, raises confidence and self-esteem in young women, partners with third parties and platforms, uses technology in interesting ways and creates real, innovative brand experiences in retail environments. How do they find a place in a tech-dominated society? Listen now.

Brian Walker-Catchpole talks to Kantar’s Head of Brand Strategy Jarrod Payne about BrandZ™, the largest 100% customer-centric global brand equity platform that measures the contribution of the brand that is validated to in market sales. Jarrod reveals what Aussie brands can learn to help in identifying their strengths and weaknesses and why. Based on its global scope, BrandZ unleashes key lessons for building strong brands that stand the test of time. // Learn more about the 2018 Brand Z Top 40 Most Valuable Australia Brands // Learn how Kantar’s Brand team can help your brand

My guests today are Ann Green, EVP, and Stephen DiMarco, Chief Digital Officer at Kantar North America Insights Division. Kantar is a multinational market research firm known for innovation. They actively manage Brand Z, which is an annual Top 100 Most Valuable Global brands ranking; and in 2015, announced a partnership with Snapchat to provide the first analysis of advertising effectiveness on the Snapchat platform. FIND ANN AND STEPHEN ONLINE: Linkedin: Ann/Stephen Kantar FIND US ONLINE: www.happymr.com Social Media: @happymrxp LinkedIn [00:00] On Episode 201 of the Happy Market Research Podcast, I’m talking with the dynamic duo, Ann Green and Stephen DiMarco from Kantar. This is an exciting episode. We unpack customer experience from Kantar’s position, one of the leading insights professional companies in our industry. But first a word from our sponsor. [00:25] Today’s episode is brought to you by GreenBook. The GreenBook directory helps you find marketing research suppliers, facilities, and consultants. Additionally, GreenBook helps modern marketing researchers understand industry trends via the Grid Report and the IIeX Global Conference Series. To find out more, please visit GreenBook online at GreenBook.org. [00:48] Hi, I’m Jamin Brazil, and you’re listening to the Happy Market Research Podcast. My guests today are Ann Green EVP and Stephen DiMarco, Chief Digital Officer at Kantar North America, Insights Division. Kantar is a multi-national market research firm known for innovation. They actively manage BrandZ, which is an annual, top 100 most valuable global brands ranking, and in 2015 announced a partnership with Snapchat to provide the first analysis of advertising effectiveness on the Snapchat platform. Ann and Stephen, thank you very much for joining me today on the Happy Market Research Podcast. [01:23] Ann – Thank you. Stephen – Thank you. Nice to be here. [01:25] Our chat is going to center around one of today’s hottest topics: customer experience. But before we dive in, I’d love to know a little bit about each one of your backgrounds. [01:35] Ann – [laughs] Well, I think it’s fair to say that no child grows up and actually says, “Mom, Dad, I want to go into the field of market research.” It was a bit of a fluke for me. I ended up at a liberal arts school where I studied marketing with a math minor. At the time, I really didn’t have a good sense of what I wanted to do and a saw an ad, an actual newspaper ad, for a position in the field of market research, and it just so happened I thought, “I can do this.” And the rest is history. [02:08] You know it’s funny. Several people that I’ve interviewed wound up in market research through an advertisement in the paper. For those who don’t know, that was the jobs listing for local opportunities. [02:23] Ann – Yes, yes, I have just revealed my age. [laughter] [02:27] Don’t worry. I’m ahead of you. That’s fine. So, Stephen, you managed marketing at Comedy Central FX, and you co-founded a startup during the height of the dot.com bubble. How in the world did you wind up in research? [02:42] Stephen – It’s funny. I don’t see myself in research, but I will tell you how I got into the role I’m in right now. Like Ann, I studied marketing in college and, when I wasn’t studying or doing other things that college kids do, I was actually a DJ for the campus radio station. So I’ve always had a strong interest in marketing and music. I started my career at a record label doing everything you can imagine and decided that, while I like music, the music industry isn’t for me. So I thought long and hard and really committed myself to marketing and helping marketers becoming better marketers. What better place to do that than a company who’s got a treasure trove of consumer data that you can use to make difficult decisions about all of the things that marketers need to, ranging from which consumers to target, how to engage them, how to measure ROI.

7-7-18 This morning on The Midwest Outdoors, hosts Fred Ramsay and Mark Tobin, are joined by Jeff Williams of Outdoor Brandz to talk about all the latest in outdoor equipment, as well as the fishing down at Grand Lake in Grove, OklahomaSee omnystudio.com/listener for privacy information.

Make your own podcast: https://anchor.fm/mackin-milton-bradley

This episode digs into the BrandZ U.S. report on top brands that has just been released.  Dmitri Seredenko of Kantar Vermeer reviews key findings and discusses what they reveal about brand equity and growth.

　　华为在上海正式举行了Mate10系列新机的国行版发布会，华为在发布会上公布了一组数据引起了相当大的讨论。2017 年前三个季度，华为手机累计发货量已达 1.12 亿台，同比增长 19％。收入同比增长超过 30％，其中，去年的旗舰 Mate 9 系列，全球发货量累计已经突破 1000 万台。华为手机也稳居中国市场份额第一的位置，全球份额更是超越苹果排到了第二。品牌排名方面，华为排名Interbrand第70名，BRANDZ第49名，Forbes第88名，BrandFinance第40名。用户满意度方面，华为在中国顾客手机满意度排名第一，连续三年中国手机服务满意度排名第一。　　苹果iPhone 8从9月22日正式上市发售到现在已经整整一个月，iPhone 8不仅没有迎来预期中的火爆，还经历了数次价格下调。在某电商网站，iPhone 8售价已经跌破5000元，64GB金色版本仅售4999元。这也让iPhone 8成为历代iPhone中的跳水王，可能大部分消费者还在等iPhone X吧。　　《纪念碑谷》这款游戏由于其唯美的画面构图、出色的空间设计赢得了很多游戏玩家的好评。其续作《纪念碑谷2》在今年的苹果WWDC上被公开，这款游戏目前已经上架iOS版，但其安卓版本一直没有动静。日前，《纪念碑谷》开发商表示，他们将在11月6日在Google Play上架这款游戏，售价暂未公布，值得注意的是，《纪念碑谷2》iOS版的国内代理发行商是腾讯，在中国的销售份额占全球市场总额50%以上。所以国内安卓版也很有可能是腾讯代理。　　三星手机历年来一直奉行双旗舰战略，上半年是S系列，下半年是Note系列。在Note8上市以后，关于明年上半年的期间S9的传闻开始增多。日前国外爆料者曝光了S9的设计Logo，相关配置也一并被曝光出来。三星S9系列手机将搭载高通骁龙845和三星Exynos 9810两款处理器，均采用10nm工艺制造，按照传统，中美两国还是骁龙845，而其他地区则采用三星猎户座处理器。新机将配备6GB内存和128GB存储，并采用双摄像头，最早的发布时间将在明年的MWC，最晚将会在明年三月份的纽约。

　　华为在上海正式举行了Mate10系列新机的国行版发布会，华为在发布会上公布了一组数据引起了相当大的讨论。2017 年前三个季度，华为手机累计发货量已达 1.12 亿台，同比增长 19％。收入同比增长超过 30％，其中，去年的旗舰 Mate 9 系列，全球发货量累计已经突破 1000 万台。华为手机也稳居中国市场份额第一的位置，全球份额更是超越苹果排到了第二。品牌排名方面，华为排名Interbrand第70名，BRANDZ第49名，Forbes第88名，BrandFinance第40名。用户满意度方面，华为在中国顾客手机满意度排名第一，连续三年中国手机服务满意度排名第一。　　苹果iPhone 8从9月22日正式上市发售到现在已经整整一个月，iPhone 8不仅没有迎来预期中的火爆，还经历了数次价格下调。在某电商网站，iPhone 8售价已经跌破5000元，64GB金色版本仅售4999元。这也让iPhone 8成为历代iPhone中的跳水王，可能大部分消费者还在等iPhone X吧。　　《纪念碑谷》这款游戏由于其唯美的画面构图、出色的空间设计赢得了很多游戏玩家的好评。其续作《纪念碑谷2》在今年的苹果WWDC上被公开，这款游戏目前已经上架iOS版，但其安卓版本一直没有动静。日前，《纪念碑谷》开发商表示，他们将在11月6日在Google Play上架这款游戏，售价暂未公布，值得注意的是，《纪念碑谷2》iOS版的国内代理发行商是腾讯，在中国的销售份额占全球市场总额50%以上。所以国内安卓版也很有可能是腾讯代理。　　三星手机历年来一直奉行双旗舰战略，上半年是S系列，下半年是Note系列。在Note8上市以后，关于明年上半年的期间S9的传闻开始增多。日前国外爆料者曝光了S9的设计Logo，相关配置也一并被曝光出来。三星S9系列手机将搭载高通骁龙845和三星Exynos 9810两款处理器，均采用10nm工艺制造，按照传统，中美两国还是骁龙845，而其他地区则采用三星猎户座处理器。新机将配备6GB内存和128GB存储，并采用双摄像头，最早的发布时间将在明年的MWC，最晚将会在明年三月份的纽约。

El informe Brandz presentó a Toyota como la más valiosa en el mundo entre 100 elegidas.  La marca aumentó 12% su valor, producción y estado financiero. En... See omnystudio.com/listener for privacy information.