The increased importance of experience in driving brand equity has emerged as one of the big takeaways from this year’s Kantar BrandZ analysis of the world’s most valuable companies.
Once purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.
Amazon tops Kantar BrandZ’s list of the world’s 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.