I saw this article recently, even if it is 1 year old already, its words are still very relevant and I urge all business owners and brand managers to read this and take it seriously.
In an increasingly cluttered and claustrophobic marketing world, the importance of a distinct and engaging brand is not just important, but essential. But what exactly is a brand? It’s not a logo, a color scheme, a single ad, or even a complete campaign. In fact, defining and more importantly, assessing, a brand has eluded marketers and advertisers for years. But recently, researchers have attempted just that.
Using 350 evaluation criteria, researchers developed the “L2 Digital IQ Index”, a test that looks at a company’s digital presence and then scores the strength of its brand. After applying the index to 45 auto brands, Ford emerged as the strongest brand and the only company to earn a “genius” rating. Ultra-luxury imports, such as Lamborghini, Ferrari and Rolls-Royce, on the other hand, earned a “feeble” rating. The test takes into account all aspects of a company’s marketing communications, weighting website marketing the heaviest and social media presence the least.
But knowing which brands have a strong digital presence doesn’t help us definitively pin down what makes a brand great.