What Is The Biggest Brand – And Why

Lady GaGa concert

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What is the biggest brand?

There are some big big brands out there. Every year more brands vie for visibility and dominance. The reason is that every brand that gets share of mind – and trust – can generate huge revenues…

Let’s think about some of the great trusted brands in the world, and some of the brands whose trust is turning to rust.

You would have to consider: Coca Cola as one of the great global brands, and along with McDonalds. These are obvious. What about the upcomers? Google has only been around a decade or so but it has huge share of mind now. Lady Gaga is incredibly new. Has the brand now reached its useby date?

What about the legacy brands that we live? These are the ones that have been around for so long that we don’t even think about them being brands. Brands like Christianity… which you would have to say is one of the most incredibly brand propositions ever… a product promise that can’t be proven but which is not required by law to meet the kind of obligations that most products are required to deliver on… Like whether there is life after death…. And it has a great and enduring logo too – the cross…

Perhaps one of the problems that the Green movement has is that it doesn’t have a truly engaging brand. Nor does the Climate Change movement…And that could be their problem…

Think about the political parties in Australia now. They have been around for a long time, but as brand propositions perhaps they have reached their use-by date. With both parties trying their best to move to the right and with the inability for the Greens to actually cut through, you would have to say that there is a big opportunity out there for a new player…

I wonder whether the relentless scramble for businesses, industries, politicians etc to all try to find the right message, and the right logo, whether what is happening is that brands are no longer providing differentiation.

In a digital world where the differentiation is hugely tool driven, what is the optimum way to create visibility? I am going to be thinking about this over the next few weeks as I try to find a name for a new start up that I am working on in the green energy sector…

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