Every year "brand consultancy" (the fake industry to get into, btw) Interbrand puts out a numerical ranking of the world's "best" brands. They have a long bit in the press release about their methodology, but I always assume they just count up the Google hits for "(Brand) sucks." The new list is out, and it seems to follow the "sucks" method to perfection: For the eighth year in a row Coke is the world's best brand, (drug joke). The biggest gainers this year were Google, Apple, and Amazon; the group of biggest losers included financial brands like Merrill Lynch (#1 loser with a bullet!), Morgan Stanley, and Citi. As you would expect. Also plunging into massive suckdom: Ford and The Gap. The lesson here is that in order to have a strong band, be massive yet innocuous-to-boring. I am now a brand consultant. Here's the top 20: S
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