Branding without Advertising
A consumer poll of the most influential brands in the world revealed that advertising is no longer the most important tool of branding.
It shocked me that several of the “Most Influential” brands did not advertise:
- YouTube
- Starbucks
- Wikipedia
- Craigslist
None of these “brands” advertise in the traditional sense.
So I looked to see if this was a new trend. Y’know, had the old guard recently lost it?
Well, this survey is a little odd, because look at the results from 2001:
| 1 | Target |
Yup, the world HAS changed. The old rules no longer apply, and a great idea, well implemented can create a top brand nearly overnight. Of course the pendulum swings both ways. Some of the top brands of 2006 will look quaint and nostalgic in a few years.
Special thanks to Greg Sterling of Screenwerk.com for the news.
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