MILAN — On the heels of the 2013 Meaningful Brands Index released by Havas Media Group, Isabelle Harvie-Watt Clavarino, chief executive officer and country manager of the marketing group in Italy and also director of the global luxury division launched last year called LuxHub, revealed that “the majority of people worldwide wouldn’t care if 73 percent of brands disappeared tomorrow,” and discussed potential ways to build brand loyalty. Top ranking brands in 2013 include: Google in first place, followed by Samsung, Microsoft, Nestlé and Sony, Ikea, Dove, Nike, Wal-Mart, Danone, Philips and Procter & Gamble.
WWD: What are the main challenges for luxury brands in the future? Isabelle Harvie-Watt Clavarino: “Two, I narrowed it down to contents and container, which essentially means how you transmit a message. Contents obviously because before it was enough to transmit your brand heritage, the art of doing quality, exclusivity, your endorsement to celebrities, events, everything to do with your brand equity. But now what we have discovered from this research on meaningful brands is that the majority of people worldwide wouldn’t care if 73 percent of brands disappeared tomorrow.
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