Coke It Is
We just completed a survey of Cool News and Hub readers, in which we invited them to choose the strongest brand identity in a range of categories, based on nothing more than gut-level opinion. We also asked them to pick the strongest brand identity of all time.
After the worldwide vote, with an incredible 100 million votes cast, the winner is ...
Actually we received 523 votes (excluding those from Conway, Arkansas), which is pretty good. Some of the face-offs were lopsided (perhaps predictably) while others were tantalizingly close. On the last, open-ended, question: "If your life depended on picking just one brand identity that is the all-time strongest in the world, which one would it be and why?"
Well, it is Coke -- or perhaps Coke Is It. By a wide margin, too: Coke 32%; Apple 10%; McDonald's 5%; and Nike 4%, The rest were scatted across a wide variety of brands, led by Disney, Kleenex, Marlboro and Harley-Davidson. Others popular choices included the United States of America, Christianity and President Obama. Perhaps the biggest surprise was that Google only received four votes, Target two votes, Microsoft one vote and Walmart no votes.
My favorite was the person who voted for "The Human Race." I'm not sure he or she understood the question exactly, but definitely gets some points for evolved thinking! Don't miss the comments on each of the questions. Some of them are pretty funny. You can access the results here.
I'm also thinking we'll run this survey again next year, with re-matches for some of the closer votes, new opponents to replace some of the weaker ones, and some new face-offs entirely. I'd love to have your thoughts on which brands should go head-to-head next time around! Please post your thoughts below. Thanks.
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SURVEY
It was a really interesting survey. Usually, big brands are perceived with suspicion due to their "sinister" ways of putting their existence in our heads. I think, it's a huge success to keep these brands that are in business since the beginning of the last century, and yet are so young and modern!!
Interesting
Frankly, I am shocked to see apple in the number 2 spot. I also notice all the brands are american.
I had a great time providing
I had a great time providing off-beat answers. While I personally didn't play by the rules,it was highly educational to see the answers today.
Hi Tim, Would love to see
Hi Tim,
Would love to see some more international (or non-US) comparisons, not least for us non-US readers. How about
destination
England vs France (or London vs Paris)
vodka
Absolut vs Smirnoff
mobile phone
Nokia vs SonyEricsson
beer
Heineken vs Carlsberg (or if you prefer, Budweiser/Coors etc)
red wine grape
Merlot vs Cabernet Sauvignon
white wine grape
Chardonnay vs Sauvignon Blanc
men's classic sports fashion
Tommy Hilfiger vs Ralph Lauren
Thoughts on Battle of the Brands
Fun survey, revealing commentary!
Suggestions for next time:
(1) "Fashion" icons ... Chanel, Hermes (both of which popped up in your open-ended Best Of question) and/or Revlon, L'Oreal, Maybelline, Cover Girl ...
(2) "Cause-related" brands: Greenpeace, Sierra Club, March of Dimes, American Cancer Society, Save the Children, etc.
(3) Magazines: GQ, Esquire, Rolling Stone, Time, Vogue, The New Yorker, etc.
(4) Booze: Jack Daniels, Tanqueray, Stoli, Absolut, etc.
(5) Ad agencies: Y&R, Omnicom, Leo Burnett, JWT, Ogilvy, etc. -- might be your "life-or-death" question
survey
Loved the survey. Run it again next year.
I had a great time providing off-beat answers. While I personally didn't play by the rules,it was highly educational to see the answers today.
so thanks ...
Branding the brain
Nothing bears repeating like repetition. In the latest survey results, the winners are, almost universally, the brands with the highest redundancy factor -- the ones that stick with a strategy and reinforce their brand name at every chance they get. Kellogg's, for instance, never mentions a cereal without including the brand: they're not selling Corn Flakes or Frosted Flakes, they're selling Kellogg's Corn Flakes and Kellogg's Frosted Flakes. Coke is always red, McDonald's is always yellow, but Pepsi (which started out blue) keeps switching around its proportions of red, white, and blue, and Burger King, well.... The Pillsbury doughboy is omnipresent while Mr. Peanut comes and goes, and Starbucks is always coffee while Dunkin' Doughnuts is also coffee.
Yet there is one anomaly -- for me, at least. The only thing that Martha Stewart ever cooked from scratch was the story about her investment decisions. She's just the name that goes on an eponymous "lifestyle." Julia Child, however, could actually create recipes. Maybe, if the Julia Child "franchise" had been maintained more strongly after her death (the upcoming feature film starring Meryl Streep as Julia, notwithstanding), the answers might have been accur... I mean, different.
Coke It Is - Poll
I noticed that a lot of the winners were old brands and that a lot of the participants in the survey were older as well. I am wondering if some of the more recent brands that have been built are not showing up as strong in your survey because of whom you polled.
Good one Tim.
Good one Tim.
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