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Saturday, January 27, 2007
Brands: It’s all about the Web
The Atlanta Journal-Constitution
What are the world’s most influential brands and what makes them so appealing? Brandchannel.com’s annual consumer poll makes it clear — it’s not about traditional companies, it’s about Internet-related brands.
Brandchannel asked 3,625 branding professionals and students “Which brand had the most impact on our lives in 2006?”
The results? Worldwide: 1. Google 2. Apple 3. YouTube 4. Wikipedia 5. Starbucks. In the U.S. and Canada: 1. Apple 2. YouTube 3. Google 4. Starbucks. 5. Wikipedia.
Amazing that YouTube, a firm of under 60 people snapped up last year by Google for $1.65 billion, can hold such influence. Wikipedia, with its less than 10 employees, even more so. Of course, Wikipedia depends on volunteers to write or edit the items in its popular online encyclopedia.
No telecoms, car companies or other giants of industry are in sight. No TV networks.
No, Starbucks isn’t in the online business, but its association with customers armed with laptops and PDAs is obvious.
Little wonder that many of the world’s most powerful companies and the telecoms are rushing to make deals with these emerging giants.
If a company with less than 10 people can become a Top 5 brand in the world, what does it say about our economy? Who knows what some Web developer is building in their garage right now.
