10 Most Overrated Brands
Lucas Conley, contributing writer for Fast Company Magazine, author of Obsessive Branding Disorder and blogger, has put together a list for the Boston Globe, of he what says are the 10 Most Overrated Brands.
Conley argues that,
companies are desperate to capture the interest of fickle consumers. More are increasingly relying on image makeovers to boost their businesses; often more than the harder work of actually improving their products.
With that said, his list includes many of marketers long time favorite brands. Conley says he
offers us 10 brands that have stayed in the fridge well past their expiration dates.
I’ve included Lucas’ full list below:
- Southwest Airlines
- The Gap
- The Los Angeles Lakers
- Oprah
- MTV
- Dunkin’ Donuts
- Victoria’s Secret
- Apple
- Trump
- The Everybrand
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What do you think?
Have some of marketing’s “role model brands” lost their luster?
8 Comments
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“increasingly relying on image makeovers to boost their businesses; often more than the harder work of actually improving their products” this is true for 9/10. Apple on the other hand is a market leader and I can’t believe they made this list.
Kristin,
Apple was one of the brands on the list that I am struggling with too. I’ve been an Apple fanatic for years (probably stems from my roots in design). Apple products just seem to look and work better.
In the case of Apple, Lucas says that there “true appeal comes from the fact that consumers are hooked on hype.”
What do you think? Are we blinded by the hype?
No, I don’t think we’re blinded by the hype of Apple at all. Sure, I love Jobs’ keynote speeches, and the products are beautiful. But I use Apple products because they’ve made my life easier. I know the weaknesses of my iPod. But the strengths outweigh them. I know the weaknesses of my Apple desktop. But I’m reminded of its strengths every time I sit down at a Windows PC. There is a lot of hype surrounding Apple. But it’s the user experience that got them where they are.
I suspect the inclusion of Apple is linktrolling. He’ll have the fanboys foaming at the mouth and linking and re-linking the article while they argue with him.
Let’s distinguish between worthless brands that have become parodies of themselves (Trump) and companies that make money in part due to excellent branding.
The sales and profits of Apple and SWA speak for themselves. It’s absurd to say they are overrated.
To me Apple is a cult brand. They’ve garnered such a following (through innovative technology and design) that they’re customers are going to come back time and time again regardless of what products they put out at this point. And history shows that one or two duds have slipped in along the way.
This is a great piece for discussion fodder Chris, thanks for sharing!
I’m inclined to agree with Dan with respect to Southwest Airlines and Apple. Just because a brand is hyped up, doesn’t necessarily mean it’s overrated.
@Kelly – Duds are going to slip in when a company is continuing to take risks to maintain their status at the top via innovation. Without the risk, and without learning from the failures of duds, I doubt you get the huge rewards that accompany the process; instead you get a stagnant brand.
I agree — no way that Apple or Southwest Airlines are overhyped. Southwest Airlines is especially not overhyped.
I found this article about Apple interestingly related to the topic at hand: Another bruise for Apple, but will it fester?