To arrive at the Stengel 50, Millward Brown Optimor valued thousands of brands across 30+ countries. The list included both B2B and B2C businesses in 28 categories ranging in size from $100 million in revenues to well over $100 billion:
Based on 10 years of empirical research involving 50,000 brands, Millward Brown and Jim Stengel developed the list of the world’s 50 fastest growing brands which built the deepest relationships with customers and achieved the greatest financial growth from 2001-2011. The study, which forms the backbone of GROW: How Ideals Power Growth and Profit at the World’s Greatest Companies (Crown Business; December 27, 2011), establishes a cause and effect relationship between a brand’s ability to serve a higher purpose and its financial performance. Notably, investment in these companies – the Stengel 50 – over the past decade would have been 400% more profitable than an investment in the S&P 500.
How Ideals Impact the Consumer Mind
To further explore if and how ideals impact consumer attitudes, Millward Brown’s Neuroscience team devised a method to uncover the implicit associations that people make between brands and ideals. This custom research provided insights into the types of associations activated in people’s minds by the Stengel 50 brands and their competitors. The research uncovered the extent to which these high-growth brands touch on the five fields of fundamental human values identified in GROW:
- Eliciting Joy: Activating experiences of happiness, wonder, and limitless possibility
- Enabling Connection: Enhancing the ability of people to connect with each other and the world in meaningful ways
- Inspiring Exploration: Helping people explore new horizons and new experiences
- Evoking Pride: Giving people increased confidence, strength, security, and vitality
- Impacting Society: Affecting society broadly, from challenging the status quo to redefining categories
“GROW will change the way the C-Suite thinks about achieving financial performance and will help usher in a new era of marketing,” said Eileen Campbell, Global CEO of Millward Brown. “We are incredibly proud of our work with Jim – work that embodies Millward Brown’s own brand ideal of creating meaningful impact.”
To learn more about Millward Brown’s partnership with Jim Stengel and their approach to unlocking ideal-driven growth, visit www.millwardbrown.com/grow.