Brand of the Year 2010

John Lewis: Brand of the Year 2010
John Lewis: Brand of the Year 2010

Department store John Lewis has won The Marketing Society's Brand of the Year.

The Marketing Society Brand of the Year, supported by ITV and Marketing, is a much-coveted accolade. More than 12,000 votes were cast ahead of the annual dinner last Thursday (18 November), leaving the fate of the five brands topping the public poll to the 1200 guests, who took part in a live vote on the evening.

Picking a winner proved tough, particularly as the finalists were so diverse, from the eminently modern Giffgaff to brands with a long heritage, such as British Gas. When it came down to it, though, a mix of modern and traditional values won out, with John Lewis pipping the rest at the post.



'Never knowingly undersold' is one of the few straplines that has successfully stood the test of time. It still steers the brand effectively, guiding its marketing, evidenced by the fact that John Lewis' profits continue to rise and the brand regularly tops surveys on account of its good customer service. The retailer has benefited from sticking to this clear brand positioning, as well as a business model of employee ownership. It is much loved by the British public, to the extent that the BBC saw fit to dedicate an entire documentary to the company. This Britishness is a key part of its brand, too, shown by its decision to feature up-and-coming UK musician Ellie Goulding in its latest Christmas ads. All-in-all, a worthy winner.


Despite being more than 200 years old as a company, Aviva has shown it can move with the times. Its first global campaign, 'You are the big picture', in which the brand has displayed pictures of its customers on buildings, taps perfectly into the zeitgeist of consumers craving their five minutes of fame. It also provides fodder for social networkers online, which is why 40,000 photos were uploaded to the campaign's site in the first three weeks. Aviva is testament to the fact that financial marketing need not be dull.


Energy prices are often an emotive issue, but British Gas' current free-swimming campaign connects with the British public in way that credibly enhances the brand. Its pledge to take customers 'from paddling pool to podium' neatly underlines its British values and its support of the London 2012 Olympics. It is innovative marketing such as this, and other initiatives, including its 'Generation Green' programme for kids, that have led to the brand bolstering its books by 500,000 customers this year.


02-backed mobile phone service Giffgaff is a brand for our socially networked, people-powered times, perfectly in sync with the demands of the modern consumer. Its business model is pioneering in the mobile arena because it is a collaborative venture, run by its members - very 2010. While many brands pay lip service to the idea of involving their customers, this ethos sits at the heart of the Giffgaff brand, with members rewarded for various actions such as helping other customers with their technical problems.


The well-loved, quirky smoothie brand has weathered the recession and is back to fine form and growing again. Despite having Coca-Cola as a majority stakeholder the brand has shown no signs of transforming into an unrecognisable, overtly corporate brand. It has just begun its biggest marketing push to date for its Veg Pots, giving away 40,000 samples. Other recent marketing campaigns include its 'Buy one, get one bee' event and its tie-up with social movement We Are What We Do to create a limited-edition smoothie.


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


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
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug