The KeyThere were no predefined brands
to be voted on
[Brand's unaided awareness speaks about the experience one has with a determined brand]
Coolest & GapsB r a n d i n g s u r v e y2 0 1 3 A v a n t P r e m i è r e
CoolestWhich is the coolest
brand experience? And why?
[Products and/or services can be cool by virtue of seeing a necessity or prevalence in the life of a person; it is able to anticipate that and surprise, and continue to surprise, as do, for some people, Google or Amazon]
GapsWhat and how is the difference
between cool experiences and those that promote the brand of the company where
your daily work is carried out?
1,300 participants50 countries
55% More than 36 years oldA good percentage considering that it was an online survey
40% Level ‘C’Specifically good to understand the gaps
85% Work in areas related to branding
Branding, communication, marketing, PR…
Limbic SystemI’ll just tell you what’s
my coolest brand
[It appears to be primarily responsible for our emotional life]
[It has the right of precedence over the neo-cortex]
Neo-cortexI’ll tell you why it’scool and the gapswith the company
I’m working
[It is involved in higher functions such as sensory perception, spatial reasoning, conscious thought…]
2 0 1 3 ® - A l l e g r o 2 3 4w w w . a l l e g r o 2 3 4 . n e t
Previous Definitions
L a s C a ñ a s , 1 3 – E s t u d i o 62 8 0 4 3 M a d r i d – S p a i n
+ 3 4 9 1 4 1 1 4 0 3 0
The Coolest Brands 2013 | Five clusters, 28 brands
The Gaps
Some information about the survey
The evolution 2008-2013
Meaning is the kingThe rational aspects that make the
decision, decryption and way to live the aforementioned experience
showed that a cool experiences are not a "10" anymore,
nor do they deserve it
SamsungAdidasAmazonLoeweMiniPatagoniaSony
CustoDesigualLevi’sMujiPantonePepsi
Ray-BanTwitterUniqloVuelingZappos
3 4 5
Red Bull
IKEA
Virgin
Zara
Disney
2AppleNikeCoca-ColaGoogleBMW
1
Brand 8,5
Usefulness 7,8
Communication 7,7
Taylor-made 7,5
Interactivity 7,2
Availability 7,1
Place 6,9
Related services 6,7
Social responsibility 5,5
Eco-friendliness 5,3
American SamoaArgentinaAustralia
AustriaBangladesh
BoliviaBrazil
CanadaChile
ChinaChristmas Island
ColombiaCosta RicaDenmarkEcuador
El SalvadorEstoniaFrance
GermanyGreece
India
IndonesiaIranItaly
KenyaMexico
MyanmarNetherlands
NigeriaNorway
ParaguayPortugal
QatarSingapore
SloveniaSouth Africa
SpainSweden
SwitzerlandUnited Arab Emirates
UKUSA
Given the nature of this online survey, we would like to thank all those who gave the platform and/or announced the survey, helping to its realization
And of course, thanks to all those who have participated and to the Allegro 234 team. Without them, today we might not be presenting these results
Apple was the brand
most often mentioned in
each and every one of
the countries from which
the responses were obtained
The better the score for the coolest brands,
the greater the difference with the company
of each participant
Living the brandScore: 4.4 out of 10
Not more comments required…
Breaking news, Apple rules! The clear evolution towards dialogue
Dialogue, self-expression & whim reign…
Communications, CSR & eco-friendliness
look as bluffs
Apple
Coca-Cola
Disney
Ferrari
Virgin
Nike
Starbucks
Nespresso
Nike
Coca-Cola
BMW
Apple
2008 2013
