Coolest & Gaps Results | Apple, the coolest brand experience

Coolest brands

With the participation of more than 1,000 people, during the months of October and November, Allegro 234 conducted the “Coolest & Gaps Branding Survey”

This survey is the first in which the question about the coolest brand has been opened without predetermined lists [spontaneous, not induced].

Through various media and online blogs, the survey has achieved a high participation level

  • 1,314 participants
  • Europe 55%, the Americas 40% and Asia 5% [39 countries]
  • 70% of participants working in areas related to branding, marketing, communications and PR

Coolest brands

The five coolest brands are:

  • Apple [with more than double of mentions than the second one]
  • Coca-Cola
  • Disney
  • Ferrari
  • Virgin

Two groups of brands follow the top five, including:

  • Adidas, Alfa Romeo, Illy, Moët Chandon, Nike
  • Agent Provocateur, BMW, Jaguar, Nestle, Norwegian Cruise, Patagonia, Red Bull, Starbucks, Volvo, Vueling

Even as these are the coolest brands, participants also recognize that there are things to improve:

  • Associate services: The product meets expectations, what it is around shows deficiencies
  • Warranty: The “small print”
  • Price: Brand premium price

Two important issues:

  •  Communication is only part of the experience [Companies in the telecommunications sector and financial institutions have rarely been mentioned, less than 1%]
  • Coolest brand Experiences are those which are lived with the five senses

The Gaps

On average, it is recognized that all companies, regardless of the sector they belong to, need to work on their brand experience

Those working in areas related to branding are more pessimistic than the non-related people, except in regard to the synthesis of their value proposition [what the brand says]

  • People fail to decode the message [marketing speaks a language that only they understand]
  • The aspirational is difficult to achieve and produces frustration [is sensed a lack of authenticity and realism]

Finally, in regard to the internal branding experience, 60% of participants believed that it is inappropriate and/or partially adequate in their business

  • Those working in related areas are more critical [they base their internal experience on communication]
  • Those working in non-related areas live the experience better because they are considering other factors that go beyond communication

Main contents:

  • The Coolest brand experiences: Global, by continent, by country (US, UK, Spain, Argentina)
  • The Gaps: General and splitted by people related and non-related to branding areas
  • Final conclusions: General and the specific cases of Spain and Argentina
  • Press Release and contact information

Thanks to all the people who made this effort possible (detailed thanks in the full doc)

To make it simple!


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Allegro 234

About the author

Allegro 234 is a global branding and innovation consultancy that catalyzes your company grow through its brands and culture. [email protected]

Jan 28, 2009

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