The Apple Brand Tells the Best Story

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:

  1. Do you consider to have a unique character/personality?
  2. Have a clear opinion?
  3. Has vision or purpose?
  4. Are you intrigued to know what they’ll do next?
  5. Tell a credible story?
  6. Create their own world?
  7. Produce content you want to share or talk about?
  8. Are entertaining?
  9. 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!

Survey download

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