Understanding the role of Integrated Marketing Communications begins with a clear distinction of the dynamics of a brand.

As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. - Designing Brand Identity (Wheeler, 2009)

A brand is only as good as the extensions that communicate its meaning, purpose, focus, values, attributes, and unique elements. Integrated Marketing Communications is a unique approach to controlling these extensions ensuring seamless communication with consumers.

Today's brands are not one-sided but rather rely upon the successful management of a varied collection of touchpoints.

The story: Take your game to another level. Creativity empowered.

Sidenote: I'm not fond of the presentations within the ad but rather the message. The topic of visual communications makes for a good follow up post. Stay tuned!

10. General Electric
9. China Mobile
8. Marlboro
7. at&t
6. Coca-Cola
5. Microsoft
4. McDonalds
3. IBM
2. Google

And number one...

#1. Apple at $153.29 (Brand Value in Billions)

What do Kobe Bryant, Jay Baer, and Coca-Cola have in common?

They dominate their industries with style, grace, and precision that simply outshines their competition. On one hand we have an athlete who shoots the rock with such deadly accuracy that time and time again leaves the competition asking themselves "what just happened?" and on the other a similarly talented artist who takes his athletic prowess to the world of new media striking up informational slam dunks of social media strategy.

Both these individuals are at the top of their game on a consistent basis much like Coca-Cola which always seems to capture audience attention and generate renewed interest.

However, these three have much more in common than industry leading ability. Kobe, Jay, and Coca-Cola are storytellers. 

They understand the importance of offering audience value and ensure that their every step, post, and branding measures up to the expectations of their fan base.

They are storytellers who make it easy for others to share their story.

They're not selling shoes, books, or beverages...no...they have moved past that arena and are telling stories that capture audience attention and generate a groundswell of conversation.

Apple is a cut above the rest in terms of branding and design. Their new iPhone4 commercial proves to be no different. Right off the back, their stunning imagery and music selection creates a desire to get your hands on one immediately. Well, isn't that the point when it comes to advertising? Of course. The ad simply does a great job of reverberating and speaking to the interests of their target audience.

• Reverberation
• Resonance
• Authenticity

Three aspects of the ad that make it stand out.