Google takes Most Valuable Brand title from Apple
Google has come out on top in the most recent annual ranking of the world’s most valuable brands, dethroning Apple. Research firm MillwardBrown thinks Google took the crown from Apple by following the old Roman maxim: “He who rules the crowd rules Rome.” An infograph showing the top ten brands as rated in the MillwardBrown annual Brandz survey is below.
Tech companies dominate the 2014 list, with the top four brands belonging to the category. The rest includes fast food, telecoms, soft drinks, credit card, tobacco and retail.
The following commentary from MillwardBrown offers five reasons why it believes Google bumped Apple from the top spot as a global brand:
1. Google is perceived as more exciting
Google excites the crowd by launching a series of beta versions before completing them, while Apple will labor long to complete the product first.
Takeaway: In PR, innovation is defined by excitement not perfection.
2. Google’s new products have more variety
Google products span across diverse categories including a map system, wearable device, mobile devices, cloud services, productivity tools and a driver-less car. Apple sticks mostly to mobile devices and cloud services.
Takeaway: Put your eggs in more baskets
3. Google has a corporate personality; Apple is still tied to Steve Jobs
Google is perceived as a big complex of creative engineers on a quest to develop the best ideas. Apple is seen as a big complex of creative engineers who served Jobs’ ideas.
Takeaway: Work as a team, not a one man’s team
4. Google embraces the crowd, Apple shuns it
Google is the master of crowdsourcing, involving users to perfect the product. Apple works on secret labs and wants to surprise the crowd.
Takeaway: He who rules the crowd rules Rome.
5. Apple set a high bar for itself
With each product launch consumers expect Apple to redefine a category in the magnitude of iPod/iTunes, iPhone and iPad. Anything less is mediocre.
Takeaway: Set the bar high for others, not you.
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