With the release of the first edition of the BrandZ Top 50 France rankings, focussing on French brands from the international BrandZ Top 100 ranking, comes an informative snapshot of the current health of the champions of our French economy, including their strengths, their unique characteristics and also their weaknesses, against an increasingly global, dynamic and shifting international competition.
When they elected their new President on 7th May last year, the French made the choice to have confidence in France as a brand to be successful and enterprising once more on the international market. Without a doubt they were right, as French brands have undeniable advantages: France's cultural influence, its heritage and even its expertise, from which large luxury and spirits brands have been able to benefit. According to this ranking, Louis Vuitton has become the number one French brand overall, and the number one luxury brand on a global level.
As we know, innovation is not about finding a new miracle ingredient, putting a product in an eco-friendly container, or using a trendy typeface for your brand. Instead, innovation is about discovering the meanings behind consumer behavior, trends and translating them into opportunities that will help deliver true value to customers. A few decades ago, buying natural products was synonymous with being an activist. These product choices required a strong commitment to your values because they often meant making a sacrifice: in efficacy, desirability, etc. Natural products were expensive, they were hard to find and on top of that the products underperformed compared to their mass counterparts.
CBA has been named Design Agency of the Year in France at the 38th Annual 'Grand Prix' of the Agencies of the Year.
This award celebrates the developing dynamic of the most performant agencies in the sector, the ability to retain their customers, to innovate and produce noteworthy work.
It is therefore thanks to our clients and our colleagues that we are winning this award today, and for that, I wanted to say a big THANK YOU!
True to its philosophy "Designing Brands with Heart", CBA strives every day to design brands with passion to build memorable and innovative experiences. I am delighted that this beautiful, for a long time discreet, agency that I founded over 35 years ago is acknowledged today for its achievements and its evolution.
While brands used to be defined by a simple mark, a specific product, or an engaging advertising campaign, the proliferation of digital technology has enabled consumers all over the world to connect with their favorite brands in real-time, across multiple platforms, in new and ever-evolving ways.