Australian marketing entrepreneur, Simon Hammond, has released results of a study on the top 20 BE Brands for 2008.
The criteria is simple. A brand must clearly articulate a belief, show a strong and loyal following, and be associated with behaviour from staff and customers that is consistent with what the brand stands for.
Top of the list, The Hells Angels.
Hammond says that there is no doubt that this group of bikers defines all the characteristics of a BE Brand. “We know what they stand for, brotherhood, freedom, life beyond the law; we know they’re a tribe and take their belonging very seriously. At the end of the day, business can learn much from these outlaws”
“If a Hells Angel pulls up beside you while stationary at the traffic lights, you are not game to make eye contact. You are more likely to have your doors locked, hands firmly on the steering wheel with a fixed, forward gaze.
“We are all clear that Hells Angels have an association with crime and a flagrant disregard for the law. Indeed they claim to live outside it!
“You can also be sure that where there is one Hells Angel, there are another 10 close by.
Hammond says that stories of Hells Angels behaviour have given us a consistent notion that their behaviour is predictable.
The top 20 Australian BE Brands:
1. Hells Angels
2. Apple
3. Star Wars
4. Dove
5. Moleskine
6. Smiggle
7. The Bodyshop
8. Virgin
9. Alannah Hill
10. Ecko
11. The Catholic Church
12. Nike
13. Free Hugs
14. Harley Davidson
15. Peter Alexander
16. T2
17. Bra Boys
18. Sunrise
19. Circus Oz
20. Boost
For all the details to: www.belonggroup.com.au/bebrands2008.pdf.
Tags: Alannah Hill, Apple, BE Brands, belong, Boost, Bra Bosy, Catholic Church, Circus Oz, Dove, Ecko, Free Hugs, Harley Davidson, Hells Angels, Moelskine, Nike, Peter Alexander, Simon Hammond, Smiggle, Star Wars, Sunrise, T2, The Bodyshop, Top 20 brands 2008, Virgin
