BRANDING!

AM | @MackinlayEuruni

. American Express's simple, yet powerful presentation WHO WE ARE -- WHAT MAKES US DIFFERENT. Those are exactly the two key elements of branding: defining one’s identity, and laying out what makes the company different from the competition.

. VIDEO: Carmignac Gestion at Place Vendôme

. Brandirectory publishes a yearly study of the Best Global Brands. See the 2012 edition. Here’s the table for the Banking 500 2012; Diversified Financial Services 2012 [see]. The methodology involves a discounted cash flow analysis of “brand earnings”, which are estimated by substracting any revenues from license fees.

. CNN-Fortune: The World’s Most Admired Companies. Hay Group has collaborated with FORTUNE annually since 1997 to identify, select and rank the World’s Most Admired Companies and uncover the business practices that make these companies highly regarded among their peers. To compile the rankings, corporate reputation and performance are measured against nine key attributes: innovation, people management, use of corporate assets, social responsibility, quality of management, financial soundness, long-term investment, quality of products and services, and global competitiveness.

. YouGov's BrandIndex is a daily measure of brand perception among the public, tracking many brands across multiple sectors simultaneously.

. The great vampire squid! (Also: banksters instead of gangsters).

. Some Goldman Sachs governance principles.

· August 2012. The new and imposing WHO WE ARE banner!!! 100% BRANDING!!! And it says: THRIVING ON DIVERSITY.

. Two Twitter accounts: @GoldmanSachs and CreditSuisse.

. Giselle Bündchen and Banco do Brasil: link.
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