2. IKEAhas reimagined the way we shop by
creating a whole new family-friendly
concept : smartly designed self-service
furnitures in a maze-like store at an
affordable price, all accompanied by
bold Swedish & funny advertising
campaigns. It is said the cheap
restaurant was also added to attract
more people inside the store.
is an established food leader that
makes diverse creative investments in
line extensions &existing brands to keep
being successful. Nespresso or Kit Kat
are the best modern demonstrations of
its marketing strength. Nestlé also has
powerful R&D and digital capacity to
go « glocal ».
4. SPOTIFYhas become the most popular music
streaming service today by advertising
&cleverly promoting their content from
social media to multiple events. Spotify
also managed to find out each user’s
tastes by identifying suited playlists &
brand new tracks for their users,
making the brand millennial’s favorite.
is probably one of the world’s biggest
investors in branding. It all starts with
a unique secret formula, a distinct
bottle shape, a stable price & happy
global advertisements. But Coca-Cola
keeps relying on timeless values to
grab the audience through social media
&special events with an adjusted offer.
6. APPLEhas gained its value leveraging emotions
with a unique design & a great story-
teller - Steve Jobs. Apple differentiates
itself with innovative premium products
& consistent commercials, but also the
lifestyle it provides its users with : high-
end products, unique design, bright
has known how to keep a uniform brand
worldwide with the same iconic products
&image, only adapting its offer to some
extent : colors, quantities or local
goods. To compete with the increasing
competition, the brand also regularly
upgrades its product range with
premium items : coffee, bagels, pies…
is first a communication company
promoting heroism. It has one of the
most recognized logos in the world &
became a celebrity sport brand
conveying successful values. Every
Nike advertising spot is impactful and
massively relayed on TV &digital with
the compelling tagline : Just do it.
9. TINDERrevolutionized the dating industry by
allowing people to chat & meet with
others around them, (almost) for free.
The brand even integrated the day-to-
day life by practicing a lot of street
marketing & funny advertisements.
Tinder offers an addictive interface with
constant innovations & quality users
10. KLEENEXquickly positioned itself as an
emotional brand needed for happy
moments too. Kleenex always plays
out with trendy concepts to create the
buzz & engage consumers. With a
higher competition, the brand tries out
new formats and packagings in order
to stay innovative and successful.
owns its success to building a real
customer experience around the coffee
consumption : classy design, cosy
atmosphere, custom-made coffee,
friendly staff &fast service. All of those
traits create an emotional & convenient
connection with their audience that
make Starbucks a great place to meet
and move on with the daily life.
12. L’ORÉALcleverly combines deep R&D with strong
Marketing campaigns & distribution to
conquer different kinds of consumers. The
company’s strategy to keep buying new
local brands affirms its leadership
globally with massive media budgets &
mega celebrity appearances each time.
« invest in all countries to diversify risks »
13. ZARAtakes pride in copying high-end latest
fashion trends to make it affordable for
a larger mid-price market with no
advertising. The secret is to maintain a
luxury image that embodies high
cultural capital accompanied by regular
product extensions. Zara is an instant
runway fashion « glocalized » thanks to
an optimized supply chain in order to
avoid being a « generic » brand.
14. AMAZONbecame one of the biggest startup in the
world with ingenious brand extensions
(groceries, Kindle, cloud, Mp3…). The
numerous reviews, free deliveries &
recommandation module help boosting
sales. Plus, strategic use of SEO &
affiliate marketing combined with powerful
supply chain & excellent customer service
make Amazon even greater.
14 has a simple purpose : make every
entertainment a magical & happy one.
The brand keeps serving families with
an innovative offer &a rich history, but
also an ever extended powerful brand
portfolio. Let’s not forget to mention the
impressive design of Disney’s customer
experience at every stage.
16. MTVis the youth &pop TV channel reference.
Using a glocal strategy, MTV tries to fit
into every culture with custom channels
to match tastes &preferences. The brand
also invests massively into advertising &
opens its best programs to franchises
(e.g. Jersey Shore).
17. LIDLmade it a priority to change the public
perception on its products, and it
worked brilliantly. The website, the
stores, the funny commercials and the
quality product launches all
contributed to a customer-oriented
« Big on quality, Lidl on price »
18. REDBULLbroke the industry codes &transformed a
weird flavored drink into a profit center.
With a strong audience involvement,
RedBull grabs the attention everywhere :
schools, extreme sports, clubs, bars, etc.
It also relies on a high production
quality, street marketing actions &
massive communication investment.
19. ROLEXcreated its uniqueness by promoting
details, exclusiveness &breakthroughs.
The handcrafted watches are
promoted by celebrities, high-end
cultural events & only sold through
exclusive distribution channels. The
brand image is well conveyed as a
reward and status symbol for key
successes in life.
is best known for its stunning yearly
fashion show exposing gorgeous thin
models in a fantasy atmosphere. The brand
asset is also well relayed on POS with
modern merchandising, brand extensions &
an active digital presence. Plus, exclusive
stores are opening internationally with a
personal customer experience to make their
young customers feel attractive.
20 made the most of our liberal economy
to expand quickly by recruiting drivers
in every big city, offering a range of
economic to luxury options. Despite the
juridical barriers, the brand
established itself cleverly by filling the
gap between taxis & private chauffeurs.
They understood the need to find a
quick, close & pleasant drive with a
practical online activity.
22. FERREROis a multi-brand success with infinite
product extensions that reach several
segments through celebration &
emotion. With massive innovation &
advertising investments, Ferrero
became an obvious daily purchase for
the young ones, but also during
holiday seasons. The brand usually
benefits from large shelf space & a
wide price range.
23. DESIGUALconfirmed its name by claiming out-of-the-
box higher-end looks & unusual designs.
This bold image, associated with a clever
street marketing type, gives the brand a
fresh & singular identity. Desigual also
uses a strong sponsorship technique to
develop loyalty &attract new comers. Plus,
its teams are young, fun &ambitious, which
truly make it a unique diverse brand.
24. DURACELLturned a random battery into a
number one quality brand. A long
lasting product associated with
constant advertising through their now
famous rabbit mascot left consumers
with recognizable performance. The
brand also keeps making the product
difference easier with original colors &
establishes itself as a social group
more than a bike brand. Its product
extensions & customer relationship
contribute to the ever lasting success of
a strong name. The exclusive
distribution strategy, innovative
engines & real community are the key.
What’s at stake now is the ability to
sell to a younger and more diverse
audience to stay legendary.
26. is a French wellness entrepreneur, alumni representative & branding enthusiast
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