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Without a robust core idea on which to build, even the most creative and well-targeted advertising won’t boost a brand’s value

You can’t amplify something that isn’t there. Good marketing plays a major role in motivating sales and consumer love by expressing what a brand stands for. But it can have a powerful multiplier effect if the core idea around the brand, ie its proposition, is strong, genuine and meaningful to the target audience.

We’ve been analysing the world’s most valuable brands across the first 10 years of results from our BrandZ Top 100 to define, for the first time, what’s driven those that have grown their value fastest. It was a turbulent decade by anyone’s standards and the answer is that they have all combined a brand proposition that consumers see as distinctive and unique with creative communication.

Related: Winning brand experiences start from within

The big idea around the brand is more important than the big idea behind your marketing campaign

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