Best Brand Builders Benchmarking

Through our work with Procter & Gamble we uncovered the fundamentals of best brand building, a set of principles we use with our clients to grow their businesses.

Using the learnings from the best brands in the world, our team developed the Best Brand Builders assessment tool. Sponsored by P&G, this tool provides an objective diagnosis of any brand, offering an analytical framework to identify gaps and concrete opportunities to unlock value growth. Best Brand Builders benchmarking has been successfully used by CEOs and CMOs at several companies outside P&G as they tackle key issues related to brand growth strategy.

What is the Best Brand Builders study?

From a seminal study conducted in partnership with P&G, we assessed 50,000 brands and identified the Top 25 brands that have built the most financial value over the past decade. Having identified the Best Brand Builders, we looked under the hood of companies such as Red Bull, Starbucks, Louis Vuitton and Method, interviewing executives, experts and academics. From here, we determined a common set of best practices and 13 fundamental best brand building principles.

Since its inception, Best Brand Builders has been a source of inspiration and a catalyst for change for senior executives at P&G. The framework has been leveraged internally to drive new and sustainable growth, and prompted several company-wide initiatives related to brand strategy, organization and communications.