Aesop in association with One Poll have just released their 2014 Brand storytelling survey results in which they “… asked 2,000 consumers to identify brands against 9 key storytelling elements.”
They asked which of these brands:
- Do you consider to have a unique character/personality?
- Have a clear opinion?
- Has vision or purpose?
- Are you intrigued to know what they’ll do next?
- Tell a credible story?
- Create their own world?
- Produce content you want to share or talk about?
- Are entertaining?
- Are memorable?
We’ve done our usual extraction of our wide Tech sector brands and list the total top twenty one!
| 2014 |
2014
|
The Top Tech Twenty one | 2013 | Media Spend |
| Tech | Overall | Overall | ||
| 1 |
1
|
APPLE
|
1
|
£30,773,833
|
| 2 |
7
|
VIRGIN MEDIA
|
14
|
£107,403,110
|
| 3 |
8
|
YOUTUBE
|
NE
|
|
| 4 |
12
|
SAMSUNG ELECTRONICS
|
22
|
£53,403,763
|
| 5 |
13
|
FACEBOOK
|
NE
|
|
| 6 |
23
|
SONY MOBILE COMMS.
|
36
|
£19,131,844
|
| 7 |
30
|
TWITTER
|
NE
|
|
| 8 |
34
|
TELEFONICA 02 UK
|
38
|
|
| 9 |
36
|
BT
|
26
|
£167,676,036
|
| 10 |
40
|
COMPARETHEMARKET.COM
|
35
|
|
| 11 |
48
|
EE
|
84
|
£53,513,262
|
| 12 |
53
|
CONFUSED.COM
|
34
|
£16,659,253
|
| 13 |
54
|
3
|
91
|
£37,483,801
|
| 14 |
57
|
VODAFONE
|
70
|
£87,288,722
|
| 15 |
68
|
TALKTALK
|
95
|
£97,368,864
|
| 16 |
69
|
HTC
|
96
|
£11,651,020
|
| 17 |
71
|
INSTAGRAM
|
NE
|
|
| 18 |
75
|
GOCOMPARE.COM
|
74
|
£32,306,571
|
| 19 |
82
|
BLACKBERRY
|
71
|
£17,948,305
|
| 20 |
92
|
WONGA.COM
|
89
|
£25,039,262
|
| 21 |
95
|
LINKEDIN
|
NE
|
|
| NE – New entry | ||||
| Source: Aesop, Brand storytelling survey 2014 | ||||
| Compilation: I.co.uk | ||||
Interestingly, to us, is the media spend info (we guess the blanks indicate the unavailability of information rather than a nil spend!
Surprisingly, to us, no appearance for Sky or Amazon. We recall incidentally that Sky also had well over £100 million in advertising spend.
Finally outside the tech sector we were interested to see the inclusion of the, now 4, main political parties (all are new entries) with UKIP leading the way in position 11 followed by Labour (72) Conservative (89) and Lib Dem (93) brands. We noted that none of them figured in the top 10 of the 5th element above but UKIP came in at # 2 on the 2nd element!
