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The Beyond Branding blog

December 29, 2005

Americans name their top 2005 brands (there is hope) 

iPodLandor and Penn, Schoen & Berland have just done a survey of Americans’ top of 2005, and has come out trumps. While I dislike intercapitalized words, and am always tempted to write Ipod, I have to admit these little have . I won’t get one, but they have changed the world.
    changed people’s habits and most cellphone owners have altered their lives to serve the . But there was no single dominant brand—only in recent times have people begun saying, ‘I have a .’
   But from the start, people have been saying, ‘I have an iPod,’ and have been willing to change their music-buying and downloading habits as the gadgets’ slaves.
   And there are web sites devoted to the iPod—which were all too happy to break the news. Even I have been part of .
   At iPodNN, the site reported on the study:

The 2005 ImagePower Newsmaker Brands Survey identified the high-profile brands in [sic] minds as well as which brands suffered, and what think their future holds for 2006.

   Nothing unexpected there. Nor was there anything unexpected from the other findings, which we’ve been saying for five years (excepting the and bits):

The results also showed that programs are “out,” while are back “in.” Reality shows and “ ()” were named among the top 20 losing brands in 2005, while dramas such as “Desperate Housewives” and “Lost” were named among the winning brands. …
   The survey also found that while continue to be top-sellers in the U.S., cars win the branding battle, as the Ford Escape hybrid makes the winners list and the ranks No. 6 on the losers [sic] list. “With the rise in and increased sensitivity to the , drivers realize the importance of hybrid cars and manufacturers are responding by offering sleeker, more popular models in hybrid form” [said the survey.]

   But what was insightful was this—again unsurprising, but worthy of note given where the planet says it wants to head:

earned tremendous positive appeal and placed third on the 2005 winning brands list. According to results, Oprah continues to generate positive buzz through her giveaways, book club, magazine and various successful extensions of her brand.

   Think of Oprah as positive and inclusive, two things which ’s was not. Oprah is the embodiment of a good brand, particularly with her (her show) and personal aims. May we even say that this is how all —or at least all brands founded on a person—should be?
   The full list has been published at USA Today, at this link, along with the predicted winners for next year (with leading). Note the surprises here, including ’s , , and (if you need a qualifier—in this case your product category—how strong, really, is your brand?).
   As for next year, we think there are one or two major brands that are going to come from nowhere. Shhh. More in .
The Brandchannel survey is out now—commentary is here.  
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