Results of the Coolest & Gaps Branding Survey 2013, including the evolution 2008-13

1. The Key
There were no predefined brands
to be voted on
[Brand's unaided awareness speaks
about the experience one has with a
determined brand]
Coolest & Gaps
B r a n d i n g s u r v e y
2 0 1 3 A v a n t P r e m i è r e
Coolest
Which is the coolest
brand experience? And why?
[Products and/or services can be cool by
virtue of seeing a necessity or prevalence
in the life of a person; it is able to
anticipate that and surprise, and continue
to surprise, as do, for some people,
Google or Amazon]
Gaps
What and how is the difference
between cool experiences and those that
promote the brand of the company where
your daily work is carried out?
1,300 participants
50 countries
55% More than 36 years old
A good percentage
considering that it was an
online survey
40% Level ‘C’
Specifically good to
understand the gaps
85% Work in areas related
to branding
Branding, communication,
marketing, PR…
Limbic System
I’ll just tell you what’s
my coolest brand
[It appears to be
primarily responsible
for our emotional life]
[It has the right of
precedence over the
neo-cortex]
Neo-cortex
I’ll tell you why it’s
cool and the gaps
with the company
I’m working
[It is involved in higher
functions such as
sensory perception,
spatial reasoning,
conscious thought…]
2 0 1 3 ® - A l l e g r o 2 3 4
w w w . a l l e g r o 2 3 4 . n e t
Previous Definitions
L a s C a ñ a s , 1 3 – E s t u d i o 6
2 8 0 4 3 M a d r i d – S p a i n
+ 3 4 9 1 4 1 1 4 0 3 0
The Coolest Brands 2013 | Five clusters, 28 brands
The Gaps
Some information about the survey
The evolution 2008-2013
Meaning is the king
The rational aspects that make the
decision, decryption and way to live
the aforementioned experience
showed that a cool experiences are
not a "10" anymore,
nor do they deserve it
Samsung
Adidas
Amazon
Loewe
Mini
Patagonia
Sony
Custo
Desigual
Levi’s
Muji
Pantone
Pepsi
Ray-Ban
Twitter
Uniqlo
Vueling
Zappos
3 4 5
Red Bull
IKEA
Virgin
Zara
Disney
2Apple
Nike
Coca-Cola
Google
BMW
1
Brand 8,5
Usefulness 7,8
Communication 7,7
Taylor-made 7,5
Interactivity 7,2
Availability 7,1
Place 6,9
Related services 6,7
Social responsibility 5,5
Eco-friendliness 5,3
American Samoa
Argentina
Australia
Austria
Bangladesh
Bolivia
Brazil
Canada
Chile
China
Christmas Island
Colombia
Costa Rica
Denmark
Ecuador
El Salvador
Estonia
France
Germany
Greece
India
Indonesia
Iran
Italy
Kenya
Mexico
Myanmar
Netherlands
Nigeria
Norway
Paraguay
Portugal
Qatar
Singapore
Slovenia
South Africa
Spain
Sweden
Switzerland
United Arab Emirates
UK
USA
Given the nature of this online survey, we would like to thank all those who gave the platform and/or announced the survey,
helping to its realization
And of course, thanks to all those who have participated and to the Allegro 234 team.
Without them, today we might not be presenting these results
Apple was
the brand
most often
mentioned in
each and every
one of
the countries
from which
the responses
were obtained
The better the score for
the coolest brands,
the greater the difference
with the company
of each participant
Living the brand
Score: 4.4 out of 10
Not more comments required…
Breaking news, Apple rules! The clear evolution towards dialogue
Dialogue,
self-expression
& whim reign…
Communications, CSR
& eco-friendliness
look as bluffs
Apple
Coca-Cola
Disney
Ferrari
Virgin
Nike
Starbucks
Google
Nespresso
Facebook
Nike
Coca-Cola
Google
BMW
Apple
2008 2013