Although our youth culture might lead you to believe that the latest, newest or hippest wins the day when it comes to branding, it turns out that just the opposite is true. According to a recent survey of 550 marketing executives who were asked to pick the stronger brand between pairs presented in a similar context, such as "iconic cars," the old bested the new almost every time. Whether surveyed readers of The Hub Magazine are just older or brands that have been around longer really do have a stronger identity may be in the eye of the beholder, aka the consumer.
What would you rate as the stronger brand when it comes to "iconic car" or "customer service":
Volkswagen Beetle or BMW Mini-Cooper? Zappos.com or Apple?
The Hub Magazine issue with the complete story comes out in July at Barnes & Noble or as an iPad app through the iTunes store. How's that for some great brand promotion?