Good Brands Have Sociable Traits


PSFK have released a new report on Good Brands, if you want download the full report click here.    This report has been compiled by shortlisting all brands that have been mentioned the most across their trend reports and then they have asked a panel of industry experts from the Purple List to vote on which they thought were ‘good’.  Good being based on an average score for innovation, responsibility and community.

No suprises that brands like google and twitter appear up here but brands like The Good Magazine, Ikea and Amazon are not so likely winners.  (check out the Good Magazine as a particularly interesting brand)

PSFK also have pulled out what they think the most common traits are of the winning brands and it makes interesting reading for those social media believers among you as many of these traits come part and parcel with adopting a more social approach to branding and business.

Utility – Aim to enhance your usefulness for the consumer. In doing so, look not only at your product or service, but the eco-system that surrounds it.

Experimentation – Constant innovation is the essential element of growth. Continual- ly push the boundaries of your offering and create ancillary products.

Design – Premium aesthetics coupled with consistent delivery wins every time. A premium experience can be applied to any product or service, no matter where it sits on the price spectrum. Make your audience feel valued, encouraging them to include you as part of their identity.

Community and listening – Create a sense of community for your customers. Actively engage them and listen to what they have to say. They are the best source of guidance for improved service.

Change the model – Look at your consumers’ eco-system of needs and change your business model to suit them.

Beyond the 30 second ad – Of the top 100 largest advertising spenders in 2008, none of them made it onto this list. Instead of spending money on advertising, leverage the existing community that’s involved with your brand to promote your products and services.

Environmental priorities – Brands in the lower half of the list lose points prizing innovation over environmental responsibility. Build in sustainable practices wherever you can in your brand’s eco-system.

I think its a worthwhile exercise to judge your own brand – or your clients brands – against these traits and determine where you are, and where you want to be on the ‘Good Brand’ or sociable brand scale.  Then think about how social media can help you get there 🙂


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