For any historic, established big brand, they can’t rest on their laurels if they want to stay at the top. Whether it’s through a catchy marketing slogan, or a change to the company logo, the sands of time are constantly shifting.
Take three of the world’s biggest brands; McDonald’s, Guinness and Coca-Cola.
It’s fair to say that the ubiquitous soft drinks manufacturer has suffered slightly over the past year or so, where before it was at the very summit of its brand power. Earlier this week AESOP placed it as the sixth best storytelling brand in the UK, down two places from last year’s position of #4. McDonald’s and Guinness came third and 14th respectively.
Coca-Cola also placed sixth in Millward Brown’s survey of the world’s most valuable brands, behind Google, Apple, IBM, Microsoft and McDonald’s respectively. In September last year Apple overhauled Coca-Cola to be named the world’s most valuable brand according to Interbrand’s study – Coca-Cola had finished top for 13 years prior to this.
It’s clear that, in terms of global brands, tech is certainly in vogue. But Coca-Cola traditionally drew on its huge appeal in its advertising – its classic ‘Six million a day’ tagline, simply referring to the number of units sold, speaks for itself.
And if there are any worries in the Coca-Cola headquarters, the inevitable rush towards the company’s famous Christmas adverts are a perfect yardstick as to how taken they are with the brand. “For many people in the UK, it marks the beginning of the festive season,” the official website notes.
Guinness has long since been known for its left-field storytelling adverts – even though it placed outside the top 10 in the AESOP study – even incorporating medical information into campaigns, such as the immortal ‘Guinness is good for you’ slogan.
McDonald’s, of course, has been fighting its own publicity demons in the past decade, with ballooning obesity figures alongside the release of Morgan Spurlock’s controversial film Supersize Me – the effect of which is still felt today.
This infographic from M2ONHOLD looks at all three brands and the way they’ve adapted and changed over the years. Take a look below: