Marketers might have different priorities from members of the public when it comes to admiring businesses and brands, but according to a new list of the companies most respected for their marketing, those brands that please their customers are also the ones that most impress marketers.
The brands most admired by marketers in the UK
1 John Lewis
5 Procter & Gamble
= 10 Tesco, Virgin Atlantic and Volkswagen
The top brands on the list, compiled by research company Grupo Consultores UK (GCUK) from interviews with more than 200 marketers, would not be out of place on a list of consumers’ favourite brands either. With retailer John Lewis, technology company Apple and Sir Richard Branson’s Virgin group taking the top three places, marketers clearly admire and perhaps envy brands who can generate enthusiasm from their customers.
If this type of activity could be further enhanced by linking in money/spending power it would be enormously strong. Gift cards and voucher schemes, in fact many prepaid schemes, could benefit here; they know who has the money to spend and could user location based services to deliver that spending power to the retailer.
I’m rather excited by the pending arrival of the Google Phone, G1. But it will be a quandary for me.
Out of principal I would not buy an iPhone as I find their distribution approach offensive. I don’t want to move to O2 and I don’t want a new phone number. These are both things that were demanded at the UK launch of the iPhone.
This resulted in me finally abandoning Sony handsets (having worked for them in the 80s and 90s there was a bit of a loyalty) to get the functionality I wanted. I migrated to Blackberry Pearl 8100.
But the Google Phone is looking very exciting. That said, there are mixed views about the launch. Do I depart from Blackberry in favour of Google?