The Guardian published a list of the most influential brands in the UK based on a survey conducted by the Thought Leadership Group. Here’s the list (as I am unable to find a digital image of the rankings). For 2010:
- Apple
- John Lewis
- Amazon
- Microsoft
- Innocent
- Co-op Group
- Co-op Bank
Now apart form the obvious reaction of WHAT? Why is Innocent SMOOTHIES in the top 10? I have some more questions to raise.
What does ‘most influential’ brand mean?
How many people were surveyed?
What were they asked? How does innocent smoothies affect your lives??
How does this ranking compare to their market capitalisation?
Why was Amazon not there in the top 10 in 2007 & 2008?
Not unlike David McCandelish who finds information beautiful, I am a geek who likes numbers, statistics and the likes. McCandelish makes information beautiful by giving it relevance, this survey lacks all that. Some one help me make sense please.
For reference here are previous rankings:
2009
- Apple
- Microsoft
- Amazon
- GSK
- Co-op group
- M & S
- Virgin Group
2008
- Apple
- Microsoft
- Co-op Group
- Virgin group
- M & S
- Easy group
- Tesco
- BP
- McKinsey
2007
- Apple
- Tesco
- John Lewis
- Microsoft
- Virgin Group
- M & S
- Goldman Sachs
- McKinsey
- Sky
Yeah good point, the data behind these articles is too rarely explained. I guess it just comes down to which names have had positive write-ups in the media lately. There was a whole TV series on John Lewis — perhaps this survey just reflects that.
Akshat,
You do raise a good point – these firms/newspapers need to do a better job of describing how the surveys were conducted. I think you missed the part where it says “an annual poll that asked 1,000 opinion leaders to identify their top trusted, innovative businesses.” While they are not allowed to name any of these people, they can at least give us some professions so we know where they are coming from. For example if it’s 1,000 Advertising/branding folks the list is going to look very different (since they follow more brands) than if it was thought leaders from a variety of professional backgrounds including doctors, engineers, etc.
From what I read I think this study is about brands that run their business in an innovative, ethical and influential/have an impact on culture.