The Problem With Those Lists We All So Love
…”the top” or “best” or “biggest” or “the most admired”…do any of them really mean anything? Depends on how they’re compiled.
CNN Headline: Tech Firms Rule Top 100 Brands 
(This list is based on financial performance and a consumer survey.)
It’s not surprising that Google is #1 - the word has become a noun, verb, adjective, adverb, (and likely expletive around #3 Mister Softy’s HQ.) Hmmm…didn’t that also happen to Xerox? Where are they are the list? (not there.)
People recognizing your “brand” doesn’t mean that:
1. They’re now or ever will be your customers. (#6, Marlboro)
2. They like what you stand for or do. (#26, Home Depot, down 33% in brand value)
3. They talk about you (good and bad.) When was the last time you had a rousing conversation about Siemens? (#71)
(Also - shocking, I know - but people often lie on surveys.)
Financial performance doesn’t mean that:
1. Your business is sustainable. (Headline: Bank of America Profit Drop 77%)
2. Your business is credible with the actual customers. (#34, Verizon Wireless)
3. Your products or services are good. (See points #1 and #2)
4. You know what you’re doing. (#56, Morgan Stanley - brand value up 6%)
Tags: marketing, marketing troubleshooting, brands, branding strategy
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