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Brands ... love you, love you not

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by FRANk

on Aug 13

FRANk is a creative engagement company originating clear and sustainable solutions for brands to make relevant connections with their customers. FRANk has emerged as one of the new-breed communication companies attracting the likes of seek.com.au, carsales.com.au, Kidspot.com.au, wotif.com, STA Travel, imate, movember and carservice.com.au.

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Kylie Flavell's editorial in the current issue of Marketing touches on the subject of consumer guilt when favouring certain brands. Yes there are certain brands we all love to hate but it appears their lack of popular appeal is irrelevant and in some cases a plus in reflecting financial success.

Check out the Brandwars site by clicking on the logo below:

brandwarslogo.bmp

Enter Brandwars

Brands are throwing themselves at our feet vying for attention and money investing $Billions each month. The thing is though, brands are only as 'good' or 'bad' as we perceive them, despite their best efforts to shape our views. Brandwars is designed to elicit our innate opinions towards brands in the form of a tag cloud – a format in which the size of the word corresponds to its frequency among responses. Frequently submitted words are shown in giant type, while rarely-submitted ones look tiny on the screen. Brands rotate on a random basis to minimise competitor-abuse.

Brandwars takes the concept of brands beyond the norm and includes personalities (politicians, media personalities, sportspeople etc), media (TV networks, newspapers, radio stations etc) and sports clubs (AFL, NRL, A-league etc).

Brandlove allows us to track overall brand sentiments along the scale from 'love', 'good', 'neutral' or 'bad' to 'hate.'

In a climate where the impact of every dollar tries to be accountable the tried and tested brand awareness (aided and unaided) and brand preference continue to be viable benchmarks. Brandwars adds another dimension. After all, just because we're aware of a brand it doesn't mean we necessarily 'like' it.

If you become aware of this then how does this change your perception of Coca Cola? Has your attitude towards the Olympics become just a little more cynical?

The current list of quintessentially Australian brands can be found here.

Brandwars was inspired by a similar initiative in the US called brandtags created by Noah Brier for which we are thankful.

1 Comments

Editor | Scotland
  • Wrote on 19 Aug, at 04:01PM
Is anyone out there using the Brandwars service? It's total genius and I really recommend you go along and have your say about Australia's most beloved brands. The more of us that comment on the brands the more robust the snapshot of sentiment about those brands becomes.

After my recent move up to Sydney, I think I'm going to find out if Ikea is on the list and have a few words to say about their parking provisions and loading bay!

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