The Renaissance of Corporate Branding

The Rise of Corporate Storytelling

The consumer goods sector has been a clear indicator of this trend. Procter & Gamble, traditionally allowing its individual brands like Tide and Pampers to lead its market presence, has emerged as a prominent advocate for corporate-level storytelling. Their 2010 Olympics campaign, "Proud Sponsor of Moms," is a prime example, reportedly generating over $100 million in incremental sales and setting the stage for an expanded campaign during the 2012 games. This marked the first time P&G positioned thirty-four of its brands under the corporate umbrella on a global scale, making it the company's largest corporate campaign to date.

Other consumer goods giants, such as Unilever and SC Johnson, have also increased the visibility of their corporate logos, taglines, and overarching messages. Coca-Cola, a product marketing leader, has been highlighting its corporate narrative through a new engagement website that discusses the global impact of its brands, emphasizing the values and mission of the corporation that unites them.

Corporate Branding Across Industries

This shift extends beyond consumer goods, with companies like ExxonMobil, Dow, Google, and IBM enhancing their corporate messaging. Kantar Media data reveals that corporate brand advertising grew by 17% in 2012, outpacing the total ad spending increase of just 3% Kantar Media.

Regardless of a company's brand architecture—be it a "corporate" brand like P&G or General Motors, an "asymmetrical" structure like Johnson & Johnson or Bank of America, or a "masterbrand" structure like GE or IBM—there has been a concerted effort to amplify the corporate narrative. Google, with its asymmetrical structure, has been reinforcing its comprehensive story and unifying its services under the corporate name, such as rebranding Froogle to Google Shopping. Microsoft has redesigned its brand identity to visually connect its diverse offerings, including Surface, Windows, and Bing, under a cohesive corporate brand. Masterbrand leaders like IBM and GE continue to invest in a unified corporate-level story.

The Importance of Corporate Values and Vision

Brands are now striving to communicate more than just their products; they aim to convey their identity, values, and future intentions. McDonald's, for instance, has shifted focus from the cost of their food to their values and business objectives. Their corporate messaging now includes narratives about the farmers who supply their ingredients and the decision to include apples in Happy Meals, reflecting the company's ethos and aspirations.

In today's market, it's increasingly important for companies to articulate their direction, future offerings, and ethical conduct. This broader narrative helps build trust and loyalty among consumers, who are more inclined to engage with brands that share their values and demonstrate a commitment to social responsibility.

In conclusion, the resurgence of corporate branding is a testament to the evolving landscape of consumer expectations and the need for companies to present a holistic image that resonates on a deeper level than product features alone. As this trend continues to grow, we can expect to see more companies investing in their corporate brand to tell their unique story and connect with audiences worldwide.