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Among other things, the top one percentile of the global brand name identities also causes what's pulling the strings of the world's stock exchanges, as when they sneeze, a shiver triggers throughout the globe, altering the wealth of national economies. The fact
that markets shoot up or down when customers of the world en masse respond to their dazzling offering, either jumping in joy or taking a momentary pause, proves their influence on global moods of the economy. These brand identities are extremely powerful and command respect from the universal populace; they also have obtained exclusive leadership position through their 100% iron-clad ownership of their name identities. They, without a doubt, are inspiration to the entire remaining global business community, which is currently engaged in its own desperate climb to the very top.

So who are these global brands and what took them there is not the issue at all. Rather, who will be the new champions in the new race and will they ever be crowned?

The answer lies buried among the current world's top 20% of the business leaders spread around the world, who, for the most part, are on an aggressive march to lead the trends, dictate their superiority of global name acceptance, and capture the crown of global mindshare. Only a very few are moving forward, but the rest are just screaming on deaf ears, or are simply drowning in a copy-cat, me-too frenzy with little to no chance of ever gaining a unique foot-hold in the top-tier of global recognition. Even though they may have the best products and services, they simply do not have the unique device that will earn them their unique bite out of the globe. Somehow, the consumer base of the world conveniently forgets them. Their name identities are burdened with too much luggage, such as accidentally created monikers, lingering trademark conflicts, names and images projecting the wrong meanings and connotations, with too many other strings attached. It's like trying to use a trampoline to stay afloat; it just won't happen.

However, in this fiercely name-driven globally indexed marketplace, they may still be gravy trains to constant advertising and trademark battling projects, but as they are not Five Star Identities, they only struggle as lost and injured brand names.

This raises an even bigger question on why so many corporations for so long will be so wrong. The black and white proof of this hypocritical and illusionary fame has been sitting on Google for years. Most upcoming brand name identities have dozens of identical and thousands of similar names all over the world. This model would survive last century, possibly. But in today's over-saturated market, the low visibility factor will wipe-out all advertising and marketing attempts and power. Never mind about ever becoming a global icon.

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Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago.
Website: www.abcnamebank.com