intelligence quotient
Welcome to the first issue of Interbrand IQ, an experience designed to highlight the ideas and issues that are pushing the boundaries in the art and science of branding. Through the lens of great brand thinking and action, IQ will showcase some of the world’s greatest thinkers and innovators and point you towards emerging areas of interest. We will also provide insight and guidance on the challenges of creating and managing world changing brands, to ensure longevity in the world’s dynamic and ever-evolving marketplace. This inaugural issue focuses on creativity, and seeks ideas that have the power to change the world. In these pages, we hope to capture the inspirations, thoughts, and ideas that make great brands world changing. Whether it’s consumer electronics, financial services, or telecommunications, the brands that manage to change the way we behave, think, or experience life create a lasting impact on the world we live in. Above all, these brands use creativity and innovation to generate a spark of interest and desire which encourages us to invite them into our lives, earn our loyalty by fulfilling world changing promises, and justify a premium every time we pay for them. We hope you enjoy Interbrand IQ, and don’t forget to visit us online at InterbrandIQ.com, where you will find videos of many of the interviews as well as significantly expanded content that we just couldn’t fit in these pages. We welcome your feedback and hope to hear your ideas and suggestions as we continue to shape IQ into your source for brand intelligence.
Jez Frampton Global CEO Interbrand
On the cover: Interior digital rendering of the Strata Tower (under construction in Abu Dhabi), designed by Asymptote Architecture