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Welcome to Interbrand Best Global Brands 2016We closed 2015 with a clear understanding that the best brands in the world embody a simple and important principle in the Age of You: They move at the speed of life.This means that the most successful brands—the ones with the most presence in people’s worlds—are designed to live in moments, even as they scale and push boundaries. These brands empathize with individual’s priorities, meeting people where they are, when they want to be met.In 2016 and beyond, the need to connect to people, to be more personal, is a critical element of brand and business growth.While growth is a singular goal, it’s a complex subject that can be opened up, explored, and dissected, all with the aim to accelerate and sustain it—and where better to start than with the Best Global Brands?This year we’re going behind the Top 100 to find out how the Best Global Brands define, fuel, and sustain progress.They aren’t just charging ahead, they’re defining what growth means for their brands and businesses, and finding the best solutions means diving in to reveal the Anatomy of Growth.Jez2Anatomy of GrowthJez FramptonGlobal Chief Executive OfficerGrowth is human, it’s natural, and it’s as vital to businesses as it is to people. But in today’s global market, growth is increasingly multidimensional and holistic—it’s about getting creative and strategic, and using brands to drive the development of products, services, andexperiences with the customer at the core. And that takes understanding the true nature of your brand and its relationship to business growth.Brands are the way people interact with and experience businesses. But, brands are complex because they are created by complex organizations, where it requires everyone and everything to work together in order to create—and live up to—people’s expectations. When brand leads the creation of an organization-wide experience, it can be used as a strategic and driving force that brings business strategy to