Recognising excellence

Brand of the year
Brand of the year

Competition will be fierce for this year's Marketing Society Brand of the Year award, writes Ed Kemp.

Last year Comparethemarket.com was voted Brand of the Year at the 50th Annual Marketing Society Dinner. Will the ubiquitous meerkat Alexandr Orlov be able to repeat this triumph for the price-comparison site - or will another brand take centre stage in 2010?

The Marketing Society LinkedIn Group has already been discussing contenders, and some early front-runners have begun to emerge. Perhaps you agree with Martin Watts, who commends Jagermeister for its 'innovative rock-music event experiential marketing that has made this traditional German liqueur the fastest growing brand in the alcohol sector'.

Or you might side with Kevin McLean, who gives his vote to Innocent Drinks, which 'bounced back from a poor '08/'09, when they didn't keep the main thing, selling a large shareholding to Coca-Cola for investment in expansion, without too many people getting upset or losing control or core values'.

Football fever

The 2010 FIFA World Cup dominated the marketing focus and spend for many leading global brands this year and Jeremy Davies, new business manager at brand and communications agency Appetite, singles out Nike for special praise for its 'Write the future' campaign starring footballers such as Wayne Rooney and Franck Ribery. '2010 was all about the World Cup, and from that perspective you have to say "Sneakers off" to Nike for effectively ambushing the event, and rendering one of the hottest sponsorship properties around a damp squib', he says.

Other suggestions so far include, Lego for its use of innovation, building on more than 50 years of brand heritage, and Pixar - its latest film, Toy Story 3, has been critically acclaimed as not only the best animated film of the year but perhaps also the best film in any category.

Waitrose took a risk when it decided to launch its value Essentials range, but a sales increase of more than 17% suggests it has paid off handsomely.

Whether you love it or hate it, Facebook continues to dominate our virtual and real lives, while other brands such as Old Spice, Microsoft, Apple, Mumsnet and the BBC's 6 Music have also been the subject of much discussion.

The question is, who would you vote for and why? Whether it is a brand that has reinvented itself or revamped its products, or perhaps a new brand that has taken its sector by storm, there is still time to speak up.

Nominations for Brand of the Year 2010, which is sponsored by ITV, will be collected by the Marketing Society over the next few weeks before a shortlist of 20 brands is drawn up. The five finalists will be announced at the Annual Marketing Society Dinner on 18 November, and the audience will select the overall winner by a text vote held on the night.

- There are two ways to make nominations. Email amy@marketingsociety.co.uk or go to the website. Submissions should be no more than 200 words and must be submitted by 8 October.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message