Clay Timon

Clay Timon Retired Chairman & Chief Executive Officer At Landor, we know through our BrandAssetTM Valuator (BAV) research that great brands build on four fundamentals. • Differentiation. If a brand is not differentiated from its competition, it has no reason for being. • Relevance. Without relevance, one might build a niche brand, but if the brand is not relevant to a sufficiently large audience, it will not become one of the world’s great brands. • Esteem. The regard customers have for a brand. • Knowledge. Customers who are able to actually describe what they believe the brand stands for. In the end, customers will look at themselves as BMW drivers, not merely automobile drivers; as a Coke or Pepsi drinker, not a soda drinker. The brands that achieve the highest levels across all four fundamental building blocks become the world’s greatest brands.