A list of the world’s most desirable brands has been released showing that one the whole we are vacuous, materialist creatures who worship at the altar of Apple.
Clear, part of Saatchi & Saatchi, approached a total of 17,000 people in the UK, USA, China and Singapore producing a list of the most highly sought after brands.
The survey involved asking a series of questions such whether a brand is one that; you are proud to be seen with; you feel attracted to; matters to you, which are usually terms in which one may describe a life-partner rather than an iPod Nano.
A glance at the UK top five gives the impression gives the impression that we are overweight, unhealthy and predisposed to bouts of aspirational vanity, which to be honest is remarkably prescient, with the iPhone of course topping the list, followed by, Rolls Royce, iPod, Cadburys (yes, Cadburys) and Ray-Ban.
However further down the list there is at least the presence of the Red Cross and Fairtrade littered the iTunes and Prada, offering some salvation for our souls.
Not so on the international stage, where there is no way to escape the fact that globally we are little more than slathering capitalist cultists, eyes rolling to the back of our heads at the mere thought of an Apple keynote.
So here is the International Top 15, with the surprise addition of functional Swedish flat pack furniture merchants IKEA at the bottom:
While drinking a delicious Dr Pepper and listening to Sky’s fantastic on-demand music streaming service, powered by an Intel chip’d computer running Microsoft’s Windows 7, I noticed on Google that it’s going to be perfectly fine for British TV to run with product placements.
I am personally outraged. While watching telly on my Sony TV or using Channel 4OD I don’t want my programs to be peppered with blatant plugs for Lynx, Gillette razors or Bertolli’s sandwich spread (which goes very, very well with Hovis bread, and Bernard Matthew’s turkey-ham).
It’s terrible to think that an episode of Doctor Who, for example, could actively promote stores such as Tesco, Asda, Waitrose or Sainsbury’s. Personally I prefer to get my shopping done at Marks and Spencer, which has high quality food at a reasonable price, not to mention the fantastic dine-in for two offers available.
No, consumer watchdogs should be all over this like flies on an old, rotten Mars Bar, Snickers, Galaxy or Cadbury’s Dairy Milk. Sat in my stylish and affordable Topman clothes, on my sofa bought from Ikea, I pondered the possible results of such lax media guidelines. I am sure it’s only a matter of time before my favourite newspaper and all-round new media portal Guardian.co.uk’s fantastic Comment is Free section delivers me some insightful opinion on the matter.
I will be checking my HTC Hero, Windows Phone, iPhone, iPad and Nexus One for regular updates, probably through one of Virgin’s generous Internet packages.