Friday 29 February 2008

Superbrands' marketing survey load of 'baloney'

The recent results of a survey that ranked Google as the "highest regarded brand in the UK" have come under fire by an influential Web 2.0 blogger.

Brand analysis organisation Superbrands' latest survey, released earlier this week, revealed that Google had overtaken the BBC, Microsoft and British Airways in the league table.

Stephen Cheliotis, chairman of the Superbrands council, attributed the search engine's success to its investment in marketing.

He explained: "It's times like this that investment in building engagement, trust and loyalty with a customer base really gets the successful businesses through difficulties caused by wider economic problems".

However, Mike Butcher, editor of the TechCrunch blog, described the Superbrands "way of thinking" as "baloney", adding that it was wrong to assume from the results that Google had invested more in its ad budget than its product.

"As if Google spends a cent on marketing. Perhaps if British businesses spent more on their intrinsic offering than marketing they might be perceived better, and lauded online," he griped.

Category: Marketing campaigns

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