Building on the theme of 25 in honour of our upcoming birthday, we decided we would poll our UK based consultants and create a set of lists on the “brands” of the last 25 years. However we decided that we would, in fact, create not just one list but three:
So ‘The Top 25’ list consists of brands which we felt have made a strong impact over this period and continue to occupy a leading position in their respective markets.
Many other brands had, at least at some time, the potential to make it as big as our winners, but their recent dwindling has instead placed them in the ‘Not What They Used To Be’ Category and are perhaps candidates to be re-vitalised
Finally, there are the brands which created a storm in their time but have since then either faded into the background or have completely disappeared from the UK market entirely. We list these under the name of ‘Going, Going … & Gone.’
We have listed each of them alphabetically as our sample is far from being statistically significant
So looking at the list what can we learn?
Firstly, the abundance of high street brands in the ‘Not What They Used-To-Be’ and ‘Going, Going… & Gone’ lists once again highlights the importance of developing a digital presence in retail.
Secondly, perhaps M&S and McDonald’s position in the winning list serves as a reminder that even declining brands can be revitalised through intelligent repositioning. This should lift the spirits of the ‘Not What They Used To Be’ brands, since most of them are still household names with substantial capital that can be leveraged.
Lastly, even the most successful brands should never stop developing in line with consumer trends. Polaroid, Laura Ashley and The Body Shop were all brilliant in their respective fields and delivered against very relevant customer needs at the time. However, they have been less successful in foreseeing future developments and devising their strategy accordingly, which has resulted in them lagging behind their more long-sighted competitors.
As ever we would love to know your thoughts on our lists of 25 and whether you have any nominations of your own?