Landor and Penn, Schoen & Berland have just done a survey of Americans’ top brands of 2005, and iPod has come out trumps. While I dislike intercapitalized words, and am always tempted to write Ipod, I have to admit these little gadgets have changed the world. I won’t get one, but they have changed the world.
   Cellphones changed people’s habits and most cellphone owners have altered their lives to serve the technology. But there was no single dominant brand—only in recent times have people begun saying, ‘I have a Nokia.’
   But from the start, people have been saying, ‘I have an iPod,’ and have been willing to change their music-buying and downloading habits as the gadgets’ slaves.
   And there are web sites devoted to the iPod—which were all too happy to break the news. Even I have been part of Podcasts.
   At iPodNN, the site reported on the study:

The 2005 ImagePower Newsmaker Brands Survey identified the high-profile brands in consumer’s [sic] minds as well as which brands suffered, and what Americans think their future holds for 2006.

   Nothing unexpected there. Nor was there anything unexpected from the other findings, which we’ve been saying for five years (excepting the Desperate Housewives and Lost bits):

The results also showed that Reality TV programs are “out,” while TV dramas are back “in.” Reality shows “Survivor” and “The Apprentice (Donald Trump)” were named among the top 20 losing brands in 2005, while dramas such as “Desperate Housewives” and “Lost” were named among the winning brands. …
   The survey also found that while SUVs continue to be top-sellers in the U.S., hybrid cars win the branding battle, as the Ford Escape hybrid makes the winners list and the Hummer ranks No. 6 on the losers [sic] list. “With the rise in gas prices and increased sensitivity to the environment, drivers realize the importance of hybrid cars and car manufacturers are responding by offering sleeker, more popular models in hybrid form” [said the survey.]

   But what was insightful was this—again unsurprising, but worthy of note given where the planet says it wants to head:

Oprah Winfrey earned tremendous positive appeal and placed third on the 2005 winning brands list. According to results, Oprah continues to generate positive buzz through her giveaways, book club, magazine and various successful extensions of her brand.

   Think of Oprah as positive and inclusive, two things which Martha Stewart’s brand was not. Oprah is the embodiment of a good brand, particularly with her interactivity (her show) and personal spiritual aims. May we even say that this is how all personal brands—or at least all brands founded on a person—should be?
   The full list has been published at USA Today, at this link, along with the predicted winners for next year (with Google leading). Note the surprises here, including Rupert Murdoch’s Fox, Extreme Makeover Home Edition, and Sirius Satellite Radio (if you need a qualifier—in this case your product category—how strong, really, is your brand?).
   As for next year, we think there are one or two major brands that are going to come from nowhere. Shhh. More in 2006. posted by Jack Yan, 10:49 PM  permalink