Corporate Eye

...compare, compete, excel

Lucy Nixon

Lucy Nixon

5 Reasons Google Overtook Apple as World’s Most Valuable Brand

google officeLast month, I shared the results of the 2014 BrandZ Top 100 Most Valuable Brands ranking and the big news everyone was talking about was the fact that Google ousted Apple from the top spot. Apple stole the number one ranking from Google in 2011, but in 2014, Google took it back. Today, Google’s brand value is estimated at $158 billion, which is an increase of 40% over its 2013 value. On the other hand, Apple’s brand value in 2014 is $148 billion, which is a decrease of 20% from 2014.

What happened? How did Google’s brand value increase by 30% in one year while Apple’s brand value plummeted by 20%?

Those are two questions that Finances Online and Ruby Media Corporation try to answer in their new infographic (shown below). They offer five reasons why Google is on the rise and Apple is on the decline. Here is an overview of their analysis with my thoughts added in:

1. Consumer Perception

According to the analysis in the infographic, consumers are excited about Google which launches products more frequently by enticing consumers and building excitement with series of beta launches before a completed product is fully launched.

This is actually a form of perpetual marketing that can be very effective. Each time Google makes a small tweak to a product and announces a new version, there is inevitable buzz about it online. In contrast, Apple holds its product development close to the vest and launches with a bang. Both strategies can work, but it appears that Google’s is working better in 2014.

2. Differentiation

Google pursues a broad differentiation strategy with products that surround consumers with Google branded experiences. As the infographic points out, Google has mobile products, wearable products, cloud-based products, productivity tools, and even driverless cars! On the other hand, Apple is far more focused in its brand strategy. Again, both strategies can work, but Google is dominating today.

3. Corporate Reputation

As the infographic explains, Google’s corporate culture focuses on a team of creative and innovative people working together to organize the world’s data and launch products that make life easier. Apple is in a state of flux. It’s brand and strategy were so closely tied to Steve Jobs in consumers’ minds that there is a great deal of brand confusion now.

4. Relationships

As the infographic says, “Google is the master of crowdsourcing, involving users to perfect the product. Apple works on secret labs and wants to surprise the crowd.” As discussed in #1 above, Google’s strategy has gained favor with consumers over the past year, and Apple is feeling the effects.

5. Consumer Expectations

As I always say, once you set consumer expectations for your brand, you must meet them in every customer interaction. If you don’t, consumers will become frustrated, disappointed, and confused, and they’ll turn away from your brand in search of one that does meet their expectations in every interaction. As the infographic rightly says, “With each product launch, consumers expect Apple to redefine a category in the magnitude of iPod/iTunes, iPhone and iPad. Anything less is mediocre.”

What do you think are the primary reasons Google ousted Apple as the most valuable brand in 2014? Share your thoughts in the comments below.

most valuable brands 2014

Comparison by Emily Bead

Image: Keng Susumpow licensed CC BY-2.0

Corporate Governance: How many years of experience?

GE BoardGE have highlighted the total number of years that the 18 GE board members have served their shareholders: 140 years. This is paralleled by the emphasis on the page about their CEO having served as Chairman since Sept 7 2001.

These are impressively long periods of service, and including these figures can help to demonstrate the depth of experience and loyalty of the GE board members, assuming that all is going well. (Naturally there is a risk that the board may appear stale if the numbers grow too high).

Original Brand Content Reigns Supreme

blogs vs traditional mediaNearly every social media marketer today is using original content to promote brands. According to the 2014 Social Media Marketing Report from Social Media Examiner, 94% of social media marketers are using original text content in their brand marketing initiatives.

In fact, 58% of social media marketers who responded to the survey ranked it as the most important form of original content, and 81% of survey respondents reported that they plan to increase their investments in original written content in 2014 with blogs showing a significant resurgence in popularity.

It really shouldn’t come as a surprise that social media marketers are increasing investments in original brand content, but seeing the data shows you just how important prioritizing original written content, as well as other forms of original content, should be in your marketing plan. Take a look at the statistics related to original content collected through Social Media Examiner’s survey of social media marketing professionals:

Percentage of Social Media Marketers Using Specific Types of Content in Social Media Marketing Activities:

  • Original written content = 94%
  • Curation of other people’s content = 73%
  • Original visual content (e.g., infographics, memes) = 60%
  • Original videos = 60%
  • Original audio content = 22%

The Most Important Types of Content According to Social Media Marketers:

  1. Original written content = 58%
  2. Original visual content = 19%
  3. Original videos = 12%
  4. Curation of other people’s content = 10%
  5. Original audio content = 2%

Percentage Social Media Marketers Planning to Increase Investments in Specific Types of Content:

  • Original video content = 81%
  • Original videos = 73%
  • Original visual content = 70%
  • Curated content from other people = 46%
  • Original audio content = 33%

Back in 2011, I wrote an article for the Corporate Eye blog that explained the four ways that content builds brands. It’s interesting to see how those four things are exactly what research continues to prove in 2014. Original branded content can effectively increase brand awareness, drive traffic to your brand’s website, boost sales, and more. It should be at the top of your 2014 marketing plan’s priority list!

Online content consumption shows no signs of slowing down, so build your content marketing team and start publishing original brand content (or publish more original content if you’ve already got a team and content strategy in place). Every day you wait is a lost opportunity that competitors of all sizes and around the world are happy to seize.

Image: Rogers Cadenhead licensed CC BY-SA 2.0

Google Takes Back Top Spot from Apple as World’s Most Valuable Global Brand

google droid robot on apple ipadThe 2014 BrandZ Top 100 Most Valuable Brands ranking has been released, and Google came out on top, bumping Apple from the top spot which it stole from Google in 2011. Google’s brand value is estimated at $158 billion, an increase of 40% over 2013. Apple’s brand value in 2014 was reported at $148 billion, a decrease of 20%.

Technology brands dominate the 2014 list in terms of brand value dollars, and technology and financial brands dominated the list of newcomers to the 2014 list (Twitter, LinkedIn, Bank of America, PayPal, ING Bank, and UBS, in addition to Ford, were this year’s newcomers).

Across all categories, the top 100 global brands experienced a 12% increase in brand value over 2013, and collectively, they are currently worth $2.9 trillion. Even more interesting, the overall brand value of the top 100 global brands has increased by 98% since 2006. Here are a few key results from the BrandZ report:

  • The value of the top 100 global brands grew by 12% to $2.9% over 2013 (an improvement over the 7% increase reported in 2013 over 2012 results).
  • The stock market value of the top 100 global brands has appreciated 81.1% since 2006, which is significantly better than the 44.7% increase of the S&P 500.
  • The apparel category had the most growth between 2013 and 2014 (29%).
  • Only 18 brands on the list lost value.
  • The fastest rising brand is Tencent (up 97%), the Chinese social network and internet portal, followed by Facebook (68% increase).
  • Brands in Continental Europe increased more than any other region (19%).
  • Most brands on the list are North American (more than half), and North American brands are responsible for two-thirds of total brand value on the list.

Top Global Brands

The top 10 global brands according to BrandZ are (follow the link above to view the full list):

  1. Google: $158 billion
  2. Apple: $148 billion
  3. IBM: $108 billion
  4. Microsoft: $90 billion
  5. McDonald’s: $86 billion
  6. Coca-Cola: $81 billion
  7. VISA: $79 billion
  8. AT&T: $78 billion
  9. Marlboro: $67 billion
  10. Amazon.com: $64 billion

Top U.K. Brands

The BrandZ report also ranks brands from specific regions of the world. The top 10 brands from the United Kingdom based on brand value come from six categories: telecom, global banks, oil and gas, retail, luxury, and apparel. Here they are:

  • Vodafone: $36 billion
  • HSBC: $27 billion
  • Shell: $19 billion
  • BT: $15 billion
  • Tesco: $15 billion
  • BP: $13 billion
  • Barclays: $10 billion
  • Standard Chartered: $9 billion
  • Burberry: $6 billion
  • Next: $6 billion

This is the ninth year that the BrandZ Top 100 Most Valuable Global Brands study has been conducted by WPP and Millward Brown Optimor. The rankings are based on both financial data and extensive quantitative consumer surveys.

Image: Roshan Vyas

How Brands Can Leverage the Social Impact of Facebook

social networkYour brand is probably already represented on Facebook. It probably has a Facebook Page, and one or more people from your company probably publish content on that page and respond to comments published by other users throughout the day. You might even place ads and hold promotions or other marketing campaigns on Facebook. But is your brand truly leveraging the social impact of Facebook?

According to the Social Media Update 2013, from Pew Research Center, social networkers have been significantly impacted—psychologically, behaviorally, physically, and socially—be social media tools. A study of adult internet users from the United States found that social network usage has improved social relationships and reduced isolation. For example, the average social networker is half as likely to be socially isolated than the average American. According to the data, nowhere is that shift more apparent than Facebook.

There are several social effects that brands can leverage on Facebook. By understanding varying social behaviors and how Facebook users’ social relationships and support systems work, the more successful brand marketing investments in Facebook will be. Here are four of those social effects that brand managers can leverage.

Trust

The Pew Research Center report found that Facebook users are more trusting than users of any other social network studied (Facebook, Twitter, Instagram, Pinterest, and LinkedIn). Building brand trust is essential to brand growth. Knowing that Facebook audiences tend to be more trusting than other social network audiences should be factored into your marketing decision-making.

Social Ties

The report also found that Facebook users have more close relationships than users of any other social network studied. In other words, there are fewer arms-length relationships on Facebook and more personalized and committed relationships. People are more invested in each other on Facebook, and that closeness can lead to stronger word-of-mouth marketing.

Support

According to the report, Facebook users get more support from their social relationships than users of any other social network studied. This social support can lead directly to powerful brand advocacy and word-of-mouth marketing.

Politics

Facebook users are significantly more politically engaged than most people, which is very important if your brand is tied in anyway to politics (directly or indirectly). The Facebook audience is more likely to be interested in and interact with politically-relevant brand content. Tread carefully in this area, but for some brands, it’s a natural fit.

Of course, you need to analyze your brand and target audience to ensure the content and conversations you publish on Facebook are representative of your brand promise and help you reach your goals. Use these Facebook social nuances to develop better brand marketing initiatives and your results should improve.

Image: Iwan Beijes

Reputation in Oil Gas and Mining: Sharing Best Practice

sharing-best-practiceEarlier this year, I was cold-called at home by a research agency wanting to know my views on oil companies (their corporate image/reputation/behaviour/media coverage) – and of course, about one in particular.

It was a fascinating exercise to go through, given what we do, and it was interesting to think through how one’s perception of a company changes over time. I’d have loved to see the results of the research.

I’m obviously on some kind of list, because more recently I was called by a similar company wanting to know what I made of high street banks (more on that odd experience another time). It’s worth noting that the bank’s agency asked for my views on the website and the bank’s use of social media (as a customer service tool); I seem to remember that the oil company’s agency was also interested in the website.

In both cases, the agency wanted me to compare different companies in the same industry, and it is certainly true to say that what tarnishes one company’s reputation can also affect its competitors – it makes sense to consider reputation by sector.

This year’s Reputation in Oil, Gas and Mining conference will be the fourth, and, building on previous successes, Communicate have expanded it to a two-day conference – 11-12 June, 2014, in London.

Over two days, there’s obviously time for a variety of sessions, and they range from:

  • re-aligning a crisis management plan
  • through navigating the legal landscape
  • to community and activist outreach

…though the one that first caught my eye will be about communicating the corporate ethic, in which a compliance lawyer will share her experience of working on Anglo American’s anti-corruption programme.

There will be workshops, and, as before, an interactive session in which a lawyer, a journalist, a reputation advisor, and activist, a comms head and a senior PR counsel play themselves as a (fictional) crisis takes place – always a fascinating session.

Speakers include lawyers, lecturers, CEOs, several corporate comms, brand and digital executives. It’s looking good: find out more