Corporate Eye

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Susan Gunelius

Susan Gunelius

Interbrand Announces 100 Best Global Brands 2008

For the eighth consecutive year, Coca-Cola tops the list of the best global brands in 2008.

Each year, Interbrand ranks global brands and puts together a list of the 100 best global brands.  While most of the results tend to remain relatively unchanged each year, the 2008 list shows some big jumps and some huge falls.  As you’d expect, financial services companies such as Citigroup and Merrill Lynch saw double digit percentage losses on the list, while brands like Google and Apple jumped double digits. 

It’s interesting to look at where the companies on the list of the top 100 global brands originate from and what industries they’re in.  For example, 3 out of the top 10 are in the computer hardware or software business with a fourth in the internet services business.  Together, computer-related business make up 40% of the top 10 best global brands in the 2008 list. 

Check out the top 10 best global brands in 2008 according to Interbrand below: [Read more…] about Interbrand Announces 100 Best Global Brands 2008

BusinessWeek Launches Business Social Network – Business Exchange

BusinessWeek has joined the social networking bandwagon with its own social network called Business Exchange.  This social network is a bit different from the Facebooks and LinkedIns of the world though.  Instead of being a place to make connections, poke people, compare movie preferences, and the like, Business Exchange is meant to be a place for members to share great business-related content, making it more of a social networking/bookmarking site than a true social network.

The first thing to note about Business Exchange is its professional tone.  This isn’t the social network for high school kids.  Instead, this is a social site for business professionals looking to connect and share information.  Members share content they like online by bookmarking it into a wide variety of broad and niche topic categories such as Branding, Business Law, Business of Beer and more.  Since the site is still new, users can even suggest topics to make the site even better. [Read more…] about BusinessWeek Launches Business Social Network – Business Exchange

The Social Web is Not Lost on Baby Boomers

A recent study by The NPD Group out of New York reports that 41% of baby boomers (people ages 44-61) have visited social networks such as Facebook, MySpace or LinkedIn, and a full 61% have been to websites that offer streaming or downloadable video. 

Over the three months prior to the survey of 11,600 consumers online, over 57% overall had visited social networking sites with baby boomers stopping an average of eight times on social networking sites during that three month period. [Read more…] about The Social Web is Not Lost on Baby Boomers

This One Time, at Brand Camp

Never let it be said that marketers and branding people can’t poke fun at themselves!  If you thought branding wasn’t funny, think again.  A new book was just released by Tom Fishburne called This One Time, at Brand Camp that is filled with sarcastic and witty cartoons related to marketing, branding and business. 

I found out about this book from Tom Fishburne’s current virtual book tour through Post2Post, and I’m glad I did.  John Moore’s Brand Autopsy is one of Tom’s stops on his virtual book tour, and John posted links to a number of Tom’s branding-related cartoons on Flickr in his review post.  As far as Tom is concerned, no branding or marketing topic is safe from sarcasm.  [Read more…] about This One Time, at Brand Camp

B2B Marketing Budgets Revealed

Cahners Advertising Research Reports revealed the distribution of business-to-business marketing budgets and the results shake out just about as one would expect them to with a heavy investment in trade magazine and trade shows.  However, there are a few surprises and the results definitely make one wonder whether companies are distributing their marketing budgets appropriately given the current trends in media advertising and consumers’ reactions to and interests in those media.

Here’s the breakdown courtesy of Branding Strategy Insider: [Read more…] about B2B Marketing Budgets Revealed

Brands that Dominate the Web According to BusinessWeek and You

BusinessWeek conducts a survey each year to find the Best of the Web.  This year’s survey is going on right now, and you can vote on your favorite web site, blog, social network, podcast, news site, business news site, and much more.  There are 25 categories to vote on and one open ended question, “Who holds most sway over the direction of all things Web?”

While I don’t agree with many of the choices given in the survey, it’s still interesting to take a look at the choices in each category.  Take a few minutes to check out which brands are included in the 2009 survey, then take a moment to think about what you have to do to get your brand’s website or blog included in this survey next year. [Read more…] about Brands that Dominate the Web According to BusinessWeek and You