Viva Brand Dinosaurs!?!

Interbrand and Business Week have just released their latest 100 top brands. The list is full of the usual dinosaurs that even your grand father would have been familiar with. Why do brands like IBM, GE, Intel, Amex, Marlboro warrant such approval when there are far more dynamic brands shaping our world around us (versus screaming from a billboard down on us)?? Like the Superbrands awards, given out in Britain recently to antiquarians like Marks & Spencers, Interbrand and Business Week are sending out a message to big business that creativity, innovation and validity should be spurned and reliance on sheer size, distribution and history is key.

The International Herald Tribune recently wrote, “…increasingly, marketing experts say, companies that think their well-known brands will somehow insulate them in an increasingly competitive world are in for a shock.” However, in an accompanying piece to the 2004 Report, Business Week argues that Cult brands are scaring the established corporations but then they go on to cite Harley Davidson as a classic cult brand. ‘Harley Davidson?’ PSFK cries. Harley Davidson is the Tyrannosaurus Rex of super brands! Like the baby boomers who ride them, Harley Davidson is a bloated monster shrieking loudly and clinging on to the past it once knew them! Time to award brands on their ability to create real and valuable experiences for their customers, we think. Why can’t American Apparel appear in the league, why not Virgin, why not Vonage – dare I say – why not my cell phone company?

Interbrand / Business Week Top 2004 Brands Report (pdf)
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