(or How Many Super Brands Can There Be?)
When Lovemarks first came out, I thought it was a reasonable concept. There are some brands that people love so much they'd have them as tattoos; Apple, Nike, Coca Cola, Harley Davidson are all good example of this.
When Superbrands first came I thought that was a good thing too.
But the problem with all these things is that they just include too many brands. Far, far too many.
Here's a few Superbrands. Just a few you understand.
And here's 20 Lovemarks from the Top 200.
The Top 200! There are a lot more than 200, but these are the Top 200! Ridiculous!
How many super brands are there really? If we want to take Lovemarks and Superbrands seriously, and thus give the rankings some value, surely there are only around 20 or so in the world. I'm talking about big, big iconic brands. Disney. Coca Cola. Ferrari.
Not bloody Ace of Base.