There are lots of reviews of top brands… rankings, awards and well-researched analysis. If you want some more scientific insight, where better to look than Superbrands.
However, I like to occasionally indulge myself in looking at my own favourite brands – in a non-scientific and wholly subjective manner. My justification for this is my belief in the power of the emotional dimension of branding. This is not as open to scientific analysis though its manifestations may be quantified.
It is hard to put your finger on the spirit which runs throughout the brand and engages with the public. It has much of the zeitgeist of the 70’s – slightly hippy and irreverent, perhaps it strikes a chord with those who have grown up with the brand. It is difficult to believe the same emotional theme could run throughout a business story that began with record stores and diversified and transformed through air travel, railways, new media and telecoms, financial services and now… space travel?
A key dimension has almost certainly been people. It’s glib to use terms like ‘brand ambassadors’ and I’m not sure that it is useful. It suggests that staff have another, special role. In truth the people are just doing their jobs, but the way they go about them embodies the brand spirit.
Another factor is probably the structure. A lot of what Virgin does runs contrary to accepted business wisdom. When Richard Branson took the business back into private ownership it ensured it had the flexibility to do things its own way. As regular plc, with a board with shareholders to answer to, it’s possible that business would never have moved into such seemingly unconnected arenas. Had it stuck to the record business it might have gone the way of HMV.
That’s why I’m nominating Virgin as one of my top brands – it has done things it’s own way – and understands that the value of the brand transcends the standard business models. It has maintained the emotional core, consistently over half a century, still with the cockyness of a bright teenager.