Listen hun, your Gucci bag and Burbury scarf aren’t fooling anyone. Sophisticated shoppers, the ones you’re pretending to be, they know better. According to a recent study, the elite among us skip past the logos and instead focus on subtle cues like distinctive designs and details to figure out who’s truly high brow.
I don’t know about you, but when I go to a diner and the ketchup on the table isn’t my brand — it rhymes with “Heinz” — or if it’s something calling itself “catsup,” I know I won’t be ordering anything that requires that particular condiment. The same goes true for mayonnaise: Nothing with the word “miracle” in the title is getting anywhere near my taste buds.
For five years, the people at BrandZ (you know they’re in branding because of the “Z”) have been evaluating customer opinion and awareness of various global brands, and then putting a dollar value on that evaluation for their annual Top 100 Most Valuable Global Brands report. Here are the top 10 brands on the BrandZ list.
There’s a funny post at the blog Fair Trade Photographer about cheap stock photography, particularly how companies who try to cut corners end up using the same image over and over. Barton has a serious message for companies, too: if you want us to trust you, maybe you shouldn’t put a generic stock photo of generic office people on your generic website.
All the money that Amazon has sunk into infrastructure and rapid fulfillment has paid off–the online retail giant was the most trusted brand of 2009, according to a brand study released by Millward Brown. The market research company spent 2009 asking consumers questions like, “How trustworthy is this brand?” and, “Would you recommend this brand?”
Kelley Blue Book says that they’ve commissioned a new survey showing that consumers who were considering a Toyota before the recall party started are now much less interested — and the effect seems to be growing. As each week passes and Toyota recalls more cars, people are thinking about buying… Fords?
KFC’s screwed-up grilled chicken promo doesn’t seem to have hurt the company after all; Yum CEO David Novak told investors and reporters this morning that it’s “the best product launch in our history” and has “changed the brand so much for the good.” People out there apparently really love the idea of KFC grilled chicken. [AdAge] (Thanks to R!)
Forget all that spin about listening to customer complaints: it looks like the real reason Tropicana killed off its rebranding push after only two months is because sales dropped by 20% during that period, while some big competitors posted double-digit gains. We have a feeling Tropicana is going to end up in a lot of business and marketing textbooks in the future. [AdAge] (Thanks to Ross!)
Should an energy drink be allowed to brand itself with the name of an outlawed drug? A state lawmaker in Oklahoma says no, especially not when kids can buy it, and he’s trying to get the drink pulled off of shelves in the state.
Supposedly, Kellogg’s “brand reputation” is in the gutter after canning Phelps over the pot photo, slipping from #9 to #83 in a list of 5,600 companies. We’d believe it more if this “reputation index” chart from Vanno, a brand index company, didn’t look like someone was given PowerPoint and 3 minutes and told to produce some convincing evidence for a press release.
NBC and General Mills are planning on launching a “Biggest Loser” line of food this fall. The idea of someone sitting at home watching that show while munching a “Biggest Loser” energy bar is deeply depressing. [Entertainment Marketing Letter]
Companies spend a lot of money on marketing, but ultimately, a brand is what people think it is. Meet Brandtags.net — a site where you can tag brands with one word or phrase that best represents how you feel when you see their logo. It seems that Dell has its work cut out for it–some of the top tags people are using for that brand include: