Here's how three different global companies rank and index brands based on their success. We have all seen and read the glossy Annual Brand Reports published by Millward Brown/WPP "BrandZ" and Interbrand/BusinessWeek's Best Global Brands.
The "The BrandZ Top 100 Most Valuable Global Brands" study, commissioned by WPP and conducted by Millward Brown Optimor, identifies and ranks the world's most valuable 100 brands by their dollar value, (an analysis based on financial data combined with consumer measures of brand equity) and Interbrand's Best Global Brands (in conjunction with BusinessWeek.)
Interbrand's method for ranking global brands looks at the ongoing investment and management of the brand as a business asset. This means their method takes into account all of the many ways in which a brand touches and benefits its organization -- from attracting and retaining talent to delivering on customer expectation.
Dachis Group analyzes signals from over one hundred million social sources globally and analyzes the performance of the largest global companies and thousands of those companies' brands. The new ranking system is call - The Social Business Index.
The Social Business Index helps companies do a "deep dive" on all things social media. The Social Business Index ranks, in real time, the most socially-active companies on the planet including: Facebook, Google and even CPG companies like: P&G, Johnson & Johnson, Kimberley-Clark and The Clorox Company (it can even be analysed by industry, by business size, by ecosystem, by days and much more. (Dachis had previously offered the data only to companies in the index, but now it's open for all the world to peruse and use as a research tool.)
So, lets see how the three Global Ranking/Index Charts stand up to each other:
Branding Value Rankings vs. Ranking Social Business Index
|Pre Social/Web 1.0 Branding & Value Rankings||Post Social/Web 2.0 Rank|
|WPP/BrandZ Top Most |
Valuable Global Brands 2011
|Interbrand's Best 10 |
Global Brands 2010
Social Business |
Index Top 10 2011
|1 Apple||1 Coca-Cola||1 Facebook|
|2 Google||2 IBM||2 Google|
|3 IMB||3 Microsoft||3 News Corp.|
|4 McDonald's||4 Google||4 Coinstar, Inc.|
|5 Microsoft||5 GE||5 Walmart|
|6 Coca-Cola||6 McDonald's||6 Time Warner|
|7 AT&T||7 Intel||7 Adidas AG|
|8 Marlboro||8 Nokia||8 Whole Foods|
|9 China Mobile||9 Disney||9 P&G|
|10 GE||10 HP||10 Nike|
As you will observe, there are major differences in the three different Polls/Indexes. And, if you were to review the Top 100 Lists for all three groups, you would see some dramatic differences between the "Traditional/Pre Social, 1.0 Web Global Rankings" and the Social Business Index just released (Post 2.0 Web).
A few major thoughts come to mind after doing the research on the different Global Ranking/Index systems:
1. Social Media has created a new generation of influencers, is resetting the hierarchy of authority and improving how we interact and engage with people and customers today. How companies engage today with their customers, employees and stakeholders will ultimately reflect where they will be positioned in the future. Those companies that have more, deeper customer relationships - will win.
2. Social Media has become the great equalizer for businesses and passionate people who want to share ideas, skills and experience. The days when the largest TV brands could win market-share by simply spending more than their competitors are gone. It will be interesting to see the shifts in all three Ranking/Indexes next year. It appears the Polls conducted by WPP/Millward Brown and Interbrand have more "old school" marketers still in the mix.
3. People today want businesses, and their relationships with businesses that are: transparent, authentic, engaging and human. Listening to customers and building communities is critical for all businesses going forward. I hope Sears, Anheuser-Busch, Wendy's/Arby's, Sony and Toyota are listening (not in the top 100 Social Business Index brands). Again, not sure how Interbrands and Millward Brown's result will factor into this equation next year?
4. With the platforms and tools available today to facilitate conversations, listen, socialize media and stories, redistribute and personalize - global brands must build touchpoints in all experiences and engage any where, any time a customer wants to know more about Human Resources (HR), Sales and product development, Finance, Legal, Executive Management, IT or with your Community Manager.
After reading the above findings, American CEO's need to take note and empower their teams in the Social Media future if their brands are to "Thrive and Survive" in the new environment.