In the U.K. alone, the most meaningful brands are: M&S, Sainsbury, Unilever, Tesco, Walmart/Asda, Mars, Danone, O2, Starbucks, and Wrigley.
What do these brands have in common? They are authentic, they add to consumers' well-being and they have an impact on consumers' lives. They're enduring, respected and trusted. In short, they have meaning for consumers.
Notice that these brands are global--not confined to a single country or even one region. They're household names in many nations. How can other brands change perceptions and score higher on the dimension of having meaning for consumers?
