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ned wright’s comment is:
Walmart? Really?
On Aug.22.2008 at 10:32 AM
eduardo’s comment is:
google is always the best...
On Aug.22.2008 at 10:35 AM
Armin’s comment is:
I didn't "choose" Walmart. It is one of the subjects of the test. Funny that I prefer Walmart over Disney though.
On Aug.22.2008 at 10:39 AM
Andrew J Klein’s comment is:
wow, "Sponsored by the Mental Control Laboratory" - sounds evil sci-fi to me
On Aug.22.2008 at 10:44 AM
Dave Klonke’s comment is:
I wonder why they felt it was necessary to provide a little editorial description under each company as opposed to simply a link to the website and wikipedia.
For example:
Whole Foods: Considered by many to be a socially responsible business.
Walmart: Has been criticized for its labor practices.
A brand is based what the consumer and public feels based on their overall experiences. Fun survey, nonetheless.
On Aug.22.2008 at 11:40 AM
afruit’s comment is:
I wish they would have had Target on there. because of the direct comparison with Walmart regarding what they sell, but the distict Branding strategy departure.
On Aug.22.2008 at 12:40 PM
Stacy R’s comment is:
I took the Familiarity survey, and came up with this:
Familiarity
How you ranked the characters:
Apple
Walmart
Starbucks
=Google
Whole Foods Market
Disney
=Ben and Jerry's
Toys 'R' Us
=Playtex
Trans World Airlines
=Phillip Morris
Exxon
=Enron
How the average person ranked the characters:
Google
Apple
Disney
Starbucks
Walmart
Ben and Jerry's
Toys 'R' Us
Whole Foods Market
Exxon
Playtex
Phillip Morris
=Enron
Trans World Airlines
= This character and the one above it have an equal rating
which one did you end up taking? Did you find that it asked the same questions a few times, but with the brand just switched to the opposite side?
On Aug.22.2008 at 01:33 PM
Matt’s comment is:
Trans World Airlines has been out of biz for years now...why are they still even part of the list?
On Aug.22.2008 at 02:38 PM
Jessi Long’s comment is:
Matt,
My guess is if they had done this survey with ATT 5-10 years ago they would have scored very low. However the cingular brand name allowed them to gain a new audience which raised their brand value once again. Maybe TWA wants to get back into the market?
On Aug.22.2008 at 04:15 PM
adam’s comment is:
haha . . . armin . . . i think its hilarious that Playtex is on your list!
On Aug.22.2008 at 06:56 PM
Blue Buddha’s comment is:
I'm pretty sure that I ranked the same companies against each other differently each time they popped up. Also, I ranked them in how I saw others perceiving (in my case) their "desirability." Like, I don't smoke and am quite allergic to cigarette smoke, so I don't desire Phillip Morris at all, but I ranked the company as I saw how some people COULD desire that brand. Maybe I screwed up the test?!?
On Aug.22.2008 at 11:27 PM
Blue’s comment is:
Kind of a stupid survey (but aren't they all?):
The results from the 'capable of feeling emotional pain' survey seemed to have been interpreted by the great unwashed masses as meaning 'wishing pain upon' by the average results. I mean, i never thought of corporations (or rather their leaders) such as Philip Morris or Exxon as being particularly sensitive, and yet they're ranked at 1 and 2 in that survey!
On Aug.23.2008 at 01:29 PM
Mark’s comment is:
I think I pretty sure all these dang companies exist, (well expect from the airline one.) many many overrated.
They make billions upon billions of dollars why should I care about them?
All I need is quality products, non-idiotic commercials, good values, and honesty, and good policies, and people who aren't corrupt, responsibility and someone who cares about us and not so damn focused only on their bottom line, or how good their pr is covering things oh and no lying I sort of like that in a corporation, if you meet those objectives your on my good side.
Oh, and piping down on amount of advertising, after a while it gets to be just noise.
Why does brand importance have take over all importances in my life? geez I don't need to be inundated by the same messages over and over again.
You'll probably call me an outsider and uninformed and ignorant but whatever I don't live in a corporate dream world I live in reality.
On Aug.23.2008 at 04:39 PM
Mark’s comment is:
I think I pretty sure all these dang companies exist, (well exect the TWA airline one.) many many overrated.
They make billions upon billions of dollars why should I care about them very much?
All I need is quality products, non-idiotic commercials, good values, and honesty, and good policies, and people who aren't corrupt, responsibility and someone who cares about us and not so damn focused only on their bottom line, or how good their pr is covering things oh and no lying I sort of like that in a corporation, if you meet those objectives your on my good side.
Oh, and piping down on amount of advertising, after a while it gets to be just noise.
Why does brand importance have take over all importances in my life? geez I don't need to be inundated by the same messages over and over again.
You'll probably call me an outsider and uninformed and ignorant but whatever I don't live in a corporate dream world I live in reality.
On Aug.23.2008 at 04:42 PM
Mark’s comment is:
I've got to watch my spelling.
I think I pretty sure all these dang companies exist, (well except the TWA airline one.) many many overrated.
They make billions upon billions of dollars why should I care about them very much?
All I need is quality products, non-idiotic commercials, good values, and honesty, and good policies, and people who aren't corrupt, responsibility and someone who cares about us and not so damn focused only on their bottom line, or how good their pr is covering things oh and no lying I sort of like that in a corporation, if you meet those objectives your on my good side.
Oh, and piping down on amount of advertising, after a while it gets to be just noise.
Why does brand importance have take over all importances in my life? geez I don't need to be inundated by the same messages over and over again.
You'll probably call me an outsider and uninformed and ignorant but whatever I don't live in a corporate dream world I live in reality.
On Aug.23.2008 at 04:43 PM
Mark’s comment is:
Okay, I started taking the survey, but then it seemed it was going to be longer than expected I might try later, my response above was a bit harsh and was probably more directed at marketing, rather than the survey, I should have looked at it what it was about before going on a rant that has nothing to do with what the survey was really about.
dang it.
On Aug.23.2008 at 04:54 PM
Peter Whitley’s comment is:
I thought these surveys were really interesting. I'm sometimes tasked with working on light brand identity...small adjustments to internal properties mostly...and the qualities that they're measuring are far more emotive, (if that's the correct word), than I've heard in our creative planning discussions.
I would welcome this level of dialog when looking at brand work. However, I'd almost rather take the SAME survey with logos (and sans description) of companies that I knew nothing about...or even fictitious marks. That would be fun, especially if the different design factors (color, contour, rhythm, etc.) were somehow isolated and measured invisibly. It would be the genesis of "Whitley's Amazing Logo Automaton!" which could magically spit out a logo for you in mere seconds based on the emotional qualities that you, dear client, identify as your company's priorities. Step right up!
Anyway, I found the study very thought-provoking. Nice find!
On Aug.25.2008 at 11:15 AM
Dylan Mullins’s comment is:
I'm with Dave, it's definitely slighted to give any sort of editorialization for these brands.
I took the Guilt survey, and man, there are some really uninformed people out there. The average results had Starbucks and Whole Foods at the top of the list. READ the survey people, it's not what makes YOU feel guilty, it's which COMPANY do you feel would have a higher guilt factor for their business practices.
Of course Exxon, Wal-mart, Enron and TWA rounded off my Top 4. Great great stuff, thanks for posting this.
On Aug.25.2008 at 08:49 PM
Blue’s comment is:
@ Peter Whitley -I don't think this survey had anything to do with branding - everything I judged any of the corporations in it on was purely to do with their reputation. The design of their logo didn't get a look in.
On Aug.27.2008 at 09:40 AM
marnie’s comment is:
@ Dylan, I think it's you who misunderstands the test. The question is: "Which corporation do you think is more capable of experiencing guilt?" not which corporation do you think SHOULD feel guilty for their business practices.
Do you really think Exxon or Wal-mart feel (to the extent that a legal non-human entity can "feel" anything) guilty about their business practices? I think it's reasonable for more people to think a so-called ethical business would experience guilt than known repeat offenders.
On Aug.29.2008 at 12:13 PM
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