On Wednesday, AdWeek ran an article titled, The Best Perceived Brands of 2013. It was a recap of a recent YouGov Brand Index survey that “measures consumer perception of brands by asking consumers if they’ve heard anything negative or positive about them and assigns a score ranging from 100 to -100 by subtracting the negative from the positive feedback.” Here’s a look at the top brands courtesy of a AdWeek graphic:
Now here’s what I find fascinating. Everyone one of the top saw a year-on-year decline in brand perception. And these are the cream of the crop! On average the Top 10 brands dropped nearly 7 points. Put another way, the Top 10 brands averaged a score of a little over 26 points. The 6.9 average drop amongst them from 2012 represents a more than 25% decline in brand perception.
If I follow the methodology correctly the Top 10 are receiving roughly three negative pieces of feedback for every positive one. Nike, the darling of every marketing case study has a score of 16.5. What in the world is going on here?
It seems to me that there is something fundamentally wrong culturally. The would appear to be a massive gap between how brands would like to be perceived and the reality of the situation. If the scores are any indication, there isn’t a magic bullet solution here either.
Dissecting the Top 10 is a fascinating exercise as well. You’ve got old, traditional brands like Ford, V8 and Cheerios right next to Amazon and YouTube. Media outlets like History Channel and brick and mortar locations like Lowe’s. If I were to take a stab at it, I think all 10 are perceived as providing value, or empowering people in some way. Take control of your health (Walgreens, Subway, V8, Cheerios), DIY (Lowe’s, YouTube), on-demand (Amazon, Kindle). Ford and History channel are interesting. They both are a nod to nostalgia, perhaps even patriotism on some level, but neither brand feels stuffy or out of date.
It would be worth a deeper dive to see if there aren’t some other insights that can be derived from this survey.