Clay Timon
Retired Chairman & Chief Executive Officer,
Landor Associates
At Landor, we know through our BrandAssetTM Valuator (BAV) research that great brands build on four fundamentals.
• Differentiation. If a brand is not differentiated from its competition, it has no reason for being.
• Relevance. Without relevance, one might build a niche brand, but if the brand is not relevant to a sufficiently large audience, it will not become one of the world’s great brands.
• Esteem. The regard customers have for a brand.
• Knowledge. Customers who are able to actually describe what they believe the brand stands for. In the end, customers will look at themselves as BMW drivers, not merely automobile drivers; as a Coke or Pepsi drinker, not a soda drinker.
The brands that achieve the highest levels across all four fundamental building blocks become the world’s greatest brands.
