World Branding Forum |
- Goat Brand Labs raises $50 million
- Kellogg exec outlines brand growth strategies
- Apple, World’s Most Valuable Brand
| Goat Brand Labs raises $50 million Posted: 17 Jun 2022 07:24 AM PDT Goat Brand Labs has raised $50 million in fresh funding as the Indian direct-to-consumer brand aggregator looks to acquire more premium brands and help them scale globally. Winter Capital, Vivriti Capital, 9Unicorns, Venture Catalysts and Oxyzo financed the Bengaluru-headquartered startup's Series A funding, which includes some capital that has been raised as debt. The new funding follows Goat raising $36 million funding from scores of investors including Tiger Global, Flipkart Ventures, Mayfield and Better Capital last year. Most of these investors participated in the new round. Goat Brand Labs — founded by Rishi Vasudev, a former Flipkart executive, and Rameswar Misra, who previously started menswear brand Turms and served as senior vice president of women-focused apparel e-commerce marketplace Voonik — operates in the same space as Thrasio, the Boston-based startup widely credited with the success of this model. Goat Brand acquires lifestyle brands and helps them scale globally. These brands typically have "good consumer connect, Instagram following, direct sales with their own websites or platforms such as Shopify, Myntra and Ajio," Vasudev told TechCrunch. Goat acquires brands that are usually clocking an annual revenue in the range of $2 million to $10 million, he said. The startup says its team brings operational expertise in the lifestyle category and helps them grow two to three times in a year while also turning them profitable. In the past year of its operation, it has acquired 15 brands, including celebrity-styled Label Life, fashion jewellery Voylla, Indian wear trueBrowns & Abhishti, children's wear Frangipani and beauty and skin care platforms Neemli and Nutriglow. The startup plans to deploy the fresh funds to acquire several more premium brands. It is in advanced discussions with 12 brands currently, Goat Brand Labs said. "Our journey of taking Indian D2C brands global has just started. We are fortunate to partner with great founders and continue to learn and build capabilities in this fast-changing space," said Vasudev. "I welcome our new investors and the strong support from our existing ones in this funding round. We will continue to acquire high-potential D2C brands across the Lifestyle segments and scale them to huge outcomes." The article Goat Brand Labs raises $50 million appeared first on World Branding Forum. |
| Kellogg exec outlines brand growth strategies Posted: 17 Jun 2022 05:30 AM PDT Charisse Hughes, chief global brand and advanced analytics officer at the Kellogg Co., recently posted on Social K: Kellogg Company Blog, outlining three data-driven strategies to grow brands. Ms. Hughes's advice explores the role of Artificial Intelligence (AI) in developing relationships with consumers and the ways in which the advanced analytics team at Kellogg can work with AI to foster culturally relevant brand growth. The first strategy, "Prioritise which data is most important and valuable," focuses on utilising data collected from consumer interactions, transactions and behaviours. Synthesising data across multiple sources is essential to this step, said Ms. Hughes. One way Kellogg collects direct-consumer data is through the new Antenna platform — an invitation-based online portal where consumers can provide real-time feedback on food innovations, which can then be analysed rapidly using AI technology. "We collect and analyse multiple first-party data sources, including 33 million households from our Kellogg Family Rewards loyalty program and second and third-party data," Ms. Hughes said. "But the magic lies in integrating and synthesising across the data sources. When we cut across domains, transformational things can happen, and insights turn into growth opportunities." The second strategy, "Recognize that AI cannot be separated from EDI and ESG goals," emphasises the importance of using AI in support of human intelligence, not as a replacement for it. Part of this approach is ensuring that through Equity, Diversity and Inclusion (EDI) and Environment, Social and Governance (ESG) programs, data collection occurs with transparency to avoid potential biases in data analysis. Using four key pillars — Collect, Protect, Activate and Communicate — Kellogg seeks to formalise ethical responsibility throughout the data collection process. The third and final strategy, "Break down silos and champion cross-collaboration," stresses the need for continuity of thought and involvement between teams. "Information silos can create challenges in business, so it's essential that all employees involved are working in sync," Ms. Hughes said. To encourage cross-collaborative connections, Kellogg's marketing team hosts quarterly internal data and analytics summits in partnership with the global IT team. These summits are hosted with the goal of offering employees enhanced transparency throughout the process of consumer data collection and analysis. "As marketers, we are responsible for ensuring our foods, communications and teams reflect the diverse experiences of consumers," Ms. Hughes said. "By leveraging data and advanced analytics, we can better understand the lived experiences of customers and authentically represent them in our creative, messaging and foods." The article Kellogg exec outlines brand growth strategies appeared first on World Branding Forum. |
| Apple, World’s Most Valuable Brand Posted: 17 Jun 2022 01:38 AM PDT With a brand value of $947.1bn, Apple is described as standing out for its high degree of differentiation and continued diversification across its hardware, software and services portfolio. Google moved up to second place and is one of the fastest risers in the ranking, increasing its brand value by 79% to $819.6bn. The combined value of the world's top 100 most valuable brands has increased by 23% to $8.7 trillion over the past year, highlighting the importance of brand strength in navigating an unsettled global economy, according to the BrandZ Most Valuable Global Brands 2022 report. Some 37 brands improved their ranking this year. In 2022, over three quarters of brand value originated from US companies. Media and entertainment, business solutions and technology providers, and retail categories account for more than half of the total value of the top 100 ranking. Louis Vuitton is the first luxury brand to reach the global top 10, reflecting the growth of the luxury market worldwide and in China in particular. Louis Vuitton experienced 64% growth in brand value this year and is the first European brand to reach the global top 10 since 2010. Technology and luxury brands grew the fastest; 46% for consumer technology and 45% for luxury. Banking and automotive brands also demonstrated impressive growth; automotive by 34% and banks by 30%. This compares to growth across sectors such as apparel ( 20%) and personal care ( 17%). At a category level, Wells Fargo was the only new top-ranked brand, moving from second to first place in the banking category and replacing China's ICBC. "Strong brand affinity underpins a customer's willingness to pay and has never been more important for organisations looking to offset spiking inflation," commented Kantar BrandZ head Martin Guerrieria. "This year's results show us the value of continued investment in brand and marketing capabilities, as a means of maximising business returns, irrespective of market conditions." The article Apple, World’s Most Valuable Brand appeared first on World Branding Forum. |
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