World’s Most Valuable Brands of 2022

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Brand Transformation in the Digital Age

While there have been significant advancements in auto manufacturing methods since Henry Ford first established his first factory more than a century ago, the assembly line has remained a constant. The assembly line’s actual components—from workers to hardware to, increasingly today, software—are what have changed. The computer system that directed the Apollo astronauts to the moon has more computing power than the typical car today. This astounding reality has served as a major driving force behind the revolution in the auto industry that has moved mobility from being based on physical vehicles to being based on software.

It’s time to modernize how we transform brands, just as car manufacturing techniques have done. In today’s digital sense, where digital is shifting how a brand looks, sounds, starts behaving, and what it can do, the legacy constructs of visual and verbal expressions of a brand, coherently organized into a consistent and distinctive system, are overdue for a refresh.

New approaches to brand building and management are required in the increasingly digital world of today. In a world where brand is experienced through platforms and ecosystems other than its own, where touchpoints and channels multiply daily, where interfaces become invisible, and where machines are increasingly in charge of making preference decisions, the next wave of brand growth will look different. What function does branding serve in this new ecosystem of data, algorithms, and context?  And perhaps more crucially, how do we create and maintain a brand in this new environment?

Brands are currently growing better when they are designed to be relentlessly relevant to their consumers and against their rivals in this disruptive, digital era of customer empowerment and interactivity.

In its latest edition “World’s Most Valuable Brands of 2022”, World’s Leaders has compiled a list of thriving  brands from a variety of fields who have all faced adversity in their field.

The cover is featuring Ethos Asset Management Inc. was founded in 2012 in Portugal by Carlos Santos with the goal of launching its own designed trading algorithm – a novel trading intangible asset with considerable value in its prediction/measurement ability and compounding potential. At the time, Ethos licensed the algorithm to big investment funds in exchange for royalties. Carlos states, “When we entered the market in 2014 and 2015, these investment funds were trading around 300 billion USD through this structure. Due to the volatility of the market resulting from the sovereign guarantee crisis in Europe, these investment funds proposed to Ethos to operate in a different structure that could avoid their exposure to the volatility. To achieve this, they sent the funds to Ethos, who traded on their behalf and paid a fixed profit.” He goes on to say that this was extremely beneficial to Ethos since it boosted overall assets to a new level while also allowing Ethos to get higher spreads on securities purchases.

In this special edition, let us share similar, inspirational tales and interviews with many such dedicated leaders in order to raise awareness about their contributions to making the world a better place.

Let’s Begin!