Most influential brands 2010 index: where are the FMCG giants?

We often wonder what the most influential corporations or brands in the world are. To answer this, we need to pass two challenges: how does one define and measure “the most influential”? We searched for a list that could express “most influential”. We believe we found one that expresses this concept: the Thought Leadership index of TLG.

Defining influential as “Thought Leadership”

With the expression “most influential brand” we mean those brands and corporations that have impact on “opinion formers”. Opinion formers are human beings that, through their own actions and attitudes, shape those of others. They reside within several areas, such as business, politics, media, etc. Those opinion leaders often base their opinion upon the expertise available through organizations. Those companies are conceived and labeled “thought leaders” within a specific industry/sector/subject. “Thought leadership” is often cited as a strategy to build trust in your company and products – which in turn leads to growth.

Thought Leadership companies according to TLG

Thought Leadership companies according to TLG

“Most influential brands 2010 index” aka “TLG’s Thought Leadership index 2010”

The TLG index lists the “Thought Leadership” top companies aka “the top influential brands”. We believe that the TLG index is based upon a valid method: in-depth conversations with opinion leaders. We don’t have information on who exactly were the “opinion formers”, so one could question whether researcher selected “genuine opinion formers”. Let’s assume they did and analyze the list.

List trends: no FMCG concerns & dominance of web-based corporations

Have a look at the list again. There’s not a sign of FMCG concerns such as Unilever, P&G or Nestlé. On the other hand, relatively new corporations with web-focus seem to dominate the list (Facebook, Twitter, Google, Amazon).

Do these FMCG groups realize they are not conceived (“decoded”) as thought leaders/influential? Do they need to deploy another communications (pr) strategy? Are they not striving for thought leadership? The latter is hard to believe. Let’s see whether they’re in the 2011 top list!

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Search engine optimization as a PR tool

Search engine optimization

SEO is about tricks to put web pages on top of Google’s search results. It has proven to be a fruitful marketing technique in order to attract more visitors to your website. Another nice feature about Google manipulation is the way it has changed the PR game.

SEO for PR

The thing is: journalists are human beings as well and try to obtain the maximum result with a minimum of efforts. In their “search for news” they also rely on the internet. And most of the time they just “Google” for news. You suppose they would double-check that information. But due to lack in time, they often do not.

Means-end-chain: SEO for Thought-leadership

One of the great PR goals in today’s society is being the “thought leader” within the sector or industry. Studies have shown that being on the number 1 Google result page evokes the psychological effect of “the best, the biggest, etc.” For PR people today SEO could be a means to the end of thought-leadership.

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