Interbrand
Interbrand has been a world leading brand consultancy for 50 years – having pioneered iconic work and forged many of the brand building tools that are commonplace across the industry today. We know that in an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than business. While incremental change is still essential, it is no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call these moves Iconic Moves. In collaboration with the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results. Interbrand is a part of Omnicom Group (NYSE:OMC).www.interbrand.com
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Search complete. 35 mentions across 7 episodes found for "Interbrand".
Oct 6, 2026
Rita McGrathHOST
Uh, you know, it...
Rita McGrathHOST
I was reminded of a, a corporate, uh, branding session I went to with the company Interbrand, which does this best global brand survey, and they were saying, "You know, so many of these corporates make big corporate mistakes, like who posts on Twitter," which is what, which it was at the time, "with a copyright signal after one of your trademark names?" [laughs]
Bill McGowanGUEST
Oh, yeah.
Bill McGowanGUEST
That is-
Bill McGowanGUEST
And that's why people use analogies.
Rita McGrathHOST
Mm-hmm.
Bill McGowanGUEST
There's a, there's a clip I use in my trainings of the founder of Duolingo, the, uh, the company that, uh, uh, works on translation and, and foreign language learning, and he said that getting people to use smartphones that, um, have some of the most addictive drugs developed ever known to mankind on them, TikTok, Instagram, mobile games, getting them to use phones for education is like, um, is like s- trying to get them to eat broccoli when what you've put next to them is the most delicious looking dessert ever made.
Rita McGrathHOST
[laughs]
Andy MilliganHOST
I am absolutely delighted today to welcome one of my greatest influences in life, particularly in business life, John Murphy.
Andy MilliganHOST
I met John when I started as a trainee at Interbrand 36 years ago, and John is an incredible force of nature and a very inspiring businessman.
Andy MilliganHOST
John was born John Matthew Murphy in 1944 in Dagenham, Essex, and after graduating from Manchester University, his first job was with the Lisena Corporation before joining Dunlop as marketing director.
Andy MilliganHOST
At Dunlop, he launched the world's first run-flat tire, Dinovo, and his experiences trying to find a globally available trademark for that tire led him to set up his own brand naming company, Novamark, which over time evolved into the world's leading brand consultancy, Interbrand.
Andy MilliganHOST
After selling Interbrand to Omnicom, he set up his own brewery brand, St Peter's, and then bought the ailing gin brand, Plymouth Gin, which he transformed into a global brand, eventually selling it to V&S.
Andy MilliganHOST
Most recently, he founded the upmarket male grooming brand, Ruffians, which can be found in all the great metropolitan centers such as London and Edinburgh and elsewhere.
Andy MilliganHOST
John, welcome to My Dream Store Brands.
John MurphyGUEST
And the first of these is Dynarod.
Anne CandidoHOST
Right.
April MartiniHOST
In order to evaluate proactively things like what you said, I, you know, and you don't always know these things, but, you know, I remember when I went from Interbrand in Dayton to Curiosity, it was, in Dayton it was like, "You better speak your mind.
April MartiniHOST
You better be the smartest one.
April MartiniHOST
You better be very clear in your communication.
13 MINS LATER
Anne CandidoHOST
But then you quickly need to transition to how do I close the gap then? What do I need to know? Who do I need to bring in? Who do I need to consult? And sometimes that's an investment, guys, but it's well worth the investment in order to be able to show up in a powerful way, so making it an investment in yourself.
April MartiniHOST
Yeah, I think that's really good.
April MartiniHOST
Like, as you were talking, I was remembering the reason I went to Interbrand Dayton specifically was I was in a brand strategy role.
April MartiniHOST
I had been trained to facilitate, so all the qualitative stuff I felt really good about, really comfortable in, but anytime anyone would hand me data-
Jolene DelisleGUEST
'Cause a lot of what I think the clients that we were working with needed was work that was definitely branding and brand-led and foundational, but then had to quickly translate into product design, so things like digital output, whether that's apps or, you know, a digital ex- ex- experience or, you know, maybe w- it is within retail, so then it had to go into packaging.
Jolene DelisleGUEST
But if you think about the way large and bigger agencies, and really successful ones, are structured, they all have a specialty, right? There's the amazing agencies like Pearl Fisher that you go to for packaging, and there's, like, the amazing agencies that you go to for foundational kind of brand strategy work, like a Interbrand, and then there's the agencies that you go to for, for digital work, like a R/GA or a Huge.
Jolene DelisleGUEST
And so it felt very much like as a founder or a business owner, a lot of kind of assembling the team was on you, was by assembling all these disparate vendors.
Jolene DelisleGUEST
And so for us, kind of being able to say, "We're actually gonna take the best of those people who've worked at all those places and actually bring them here together to assemble around your need and work together as a small and nimble team," I think that was very refreshing for people.
Aswath DamodaranHOST
And as I said, it works best for things like cereal, soda, drugs.
Aswath DamodaranHOST
You know where it doesn't work that well? If I asked you what the brand name-- In fact, Interbrand, which is this UK-based company that ranks companies based on brand name, you know who they ranked highest in terms of brand name value this year? It's been the same company for the last three.
Aswath DamodaranHOST
It's Apple.
Aswath DamodaranHOST
And I've always wondered how you value Apple's brand name.
Marina HydeHOST
Hence this breaking away from the category tropes, which for some reason reminds me of those political activists who tell you that they don't need those old voters, they can get new, better ones.
Marina HydeHOST
In Adweek, the chief strategy officer of Interbrand was one of those going all counterintuitive, praising Jaguar for showing up like a creative business rather than a car manufacturer.
Marina HydeHOST
Hmm, this feels like praising a bottom of the table team for showing up like a creative business rather than a football side.
Marina HydeHOST
The big question is, how on earth did this all happen? Remarkably, there is no rogue outside agency that can be blamed for going off-piste and persuading fusty old Jaguar executives, painfully aware that they are outsold six to one by their Tata Motors stablemate Land Rover, to take a last-ditch big swing.
Clare BlytheHOST
What did you do?
Greg QuintonGUEST
The first one I left after like seven years went to Newell & Sorrell just before they became Interbrand.
Clare BlytheHOST
Oh, okay.
Clare BlytheHOST
So sabbaticals as in looking at the plate.