The ROI of Brand: Top 25 Innovators 2010

BusinessWeek recently announced the Top 25 Innovators for 2010 in a slideshow on their website and it’s interesting which companies bubbled to the top and which companies didn’t/never do in these types of surveys.   The Top 25 is part of a broader unit of work which looks at the Top 50 innovators globally.

The survey of “global senior executives” is an annual activity which is done in partnership with Boston Consulting Group and has been tracked since 2005.    The methodology purposefully did not define innovation, which in and of itself is difficult to define.   After reviewing the results, looking at the content provided as proof-points in BusinessWeek’s online summary of the returns, it looks like brand spend had a significant influence on the list, since nearly every company in the Top 25 is also a Top 100 spender in media.

So while we as marketers are always looking for the ROI of brand investment, it definitely appears that the ROI for these companies is realized when people recall their brands in these types of surveys over competitors.

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7 Comments

  • Reply Liviu Taloi September 7, 2010 at 11:50 pm

    Citesc/Reading: The ROI of Brand: Top 25 Innovators 2010: BusinessWeek recently announced the Top 25 Innovators fo… http://bit.ly/bxL1cm

  • Reply Kees Suijkerbuijk September 8, 2010 at 4:11 am

    Top 25 Innovators for 2010 (by BusinessWeek, so focus on US) | http://bit.ly/bvvInf

  • Reply Kees Suijkerbuijk September 8, 2010 at 4:11 am

    Top 25 Innovators for 2010 (by BusinessWeek, so focus on US) | http://bit.ly/bvvInf

  • Reply jon gatrell September 8, 2010 at 7:38 am

    here's the link 2 the preso & post -http://tinyurl.com/roi-brand-investment again thx @slideshare 4 making it a preso of the day #prodmktg

  • Reply Emmy September 8, 2010 at 7:57 am

    “@spatially: here's the link 2 preso & post http://tinyurl.com/roi-brand-investment again thx @slideshare 4 making it a preso of the day” 🙂

  • Reply brandedmedia September 9, 2010 at 2:30 am

    The ROI of Brand: Top 25 Innovators 2010 http://ow.ly/2AZi8

  • Reply 2010 in Review December 27, 2010 at 7:40 am

    […] A look at Innovation and Brand A slideshare deck on Business Week’s Top 25 Innovators from 2010. Brand, Marketing, Promotion […]

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