In today’s cluttered and always-on world, greater relevance with customers is what wins the battle for brand supremacy. That relevance is built by becoming a brand that people want in their lives, one that keeps pace while everything around us accelerates. We call these relentlessly relevant brands. Names like Apple, Google and Netflix are such an integral part of our daily vocabulary and routine that they seem almost like family.

Many factors energize them, including product quality, user experience and technical capability. But the backbone of these great global brands is the power we often hear the least about: the people involved.

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