Strategy and Sausages:
A British Strategic Planner in Germany
Friday, 2 June 2017
Reader's Digest have recently published the third annual Trusted Brands Survey. The main survey is carried out in the US, where 5,500 people were asked which brands in 40 product categories they trust the most, and would recommend to family and friends. The study backs up, with numbers, a lot of stuff that marketers know intuitively - for example, that people are prepared to pay more for brands they trust.
From the results, Reader's Digest have created the Trusted League, giving the brands superhero names and personas. So McDonald's becomes 'The Satisfryer', or Dove 'The Beholder', and then there's 'Swoosh', representing Southwest, above.
It's a lot of fun and probably a nice pat on the back for the people working on these brands, but without being a total dreary killjoy, I'll add a note of caution: don't take this too seriously when you're creating your advertising. It could land you into a spot of hot water or holy hubris.
There's also a German version, with fewer product categories and no superheroes, although there are plenty of the usual suspects: Nivea, Milka, Haribo, Allianz, Persil.
I was a little surprised, however to see C&A on the list, as well as Deutsche Telekom and - wait for it - VW.
Maybe it goes to show that goodwill built up can go a long way when you do tell one or two porky pies.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
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