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Wednesday, February 02, 2005

Evelyn asks "Who Says Apple is the Best?"

Wicked smart post from equally smart Evelyn Rodriguez on Brandchannel's recent brand survey.

Who Says Apple Is Hottest Brand in the World?

Been noting the buzz around Apple unseating Google as the hottest brand in the world in Google News and the blogosphere. One thing that seems to be missing from discussion, besides the fact one should always be wary of bowing down to survey results, are the respondents to the survey.

The survey, which was conducted by brandchannel.com, polled 1,984 users of its service worldwide. Most of brandchannel's users are in marketing. - Axcessnews.com

According to a survey of 2,000 advertising executives, brand managers and academics, Apple is the hottest brand in the world. - - Good Morning Silicon Valley, January 31, 2005

Geez, and they say the blogosphere is self-referential. Uh, last time I checked not everyone in the world is (a) an uber-geek (survey conducted online only) or (b) brand manager or ad exec intimately tied to Madison Avenue. If marketers are your market, these results matter or at least are interesting. (If not they mean squat - get to know YOUR market).

Moral of the story - Get all the facts. Ask your own questions. Don't just look to the "experts."
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