Superbrands’ bogus methodology regularly turns up inexplicable and nonsensical ‘findings’. Here are my top 10 aberrations from this year’s Superbrands Consumer Top 20 ranking.
By Mark Ritson
The health and future growth of British brands depend on a serious commitment to innovation, according to BrandZ’s first UK top 50, especially if homegrown companies want to compete on a global scale.
While Dyson leads the way as the UK’s ‘healthiest’ brand, companies such as AO.com, easyJet and Premier Inn are proving their brand strength despite not having the scale to enter BrandZ’s UK top 50 this year.
Jennifer Atkinson became CEO of ITC at just 34 and has turned it from a loss-making company to a multi-million pound business.
There is a looming crisis in marketing – fear over diminishing influence and lessening impact. There is, however, plenty marketers can do to address the situation.
Thomas Cook’s collapse into liquidation could mean the end for the 178-year-old brand but if a buyer can be found its heritage and customer love suggests it is worth saving.
We arm marketers with all the numbers they need to tackle the week ahead.
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