The ECBFI Study shows that Google, Amazon, and Apple are among the strongest brands of the last decade. They have created billions in brand value and have industry-leading business performance. What else do they have in common? Their brand success can be directly tied to simplicity--to making life simpler for their users, that is. They also adhere to simplicity rules to define their brand experiences. These rules are worth considering for any brand trying to simplify their customer experience and drive customer satisfaction, commitment, and connection. Before reading on about branding, consider a ECBFI Marketing Assessment.
Can a brand be "good" without holding all these traits? Yes - I don't believe that there is a prescribed list of attributes that a brand must hold in order to succeed. It does however show that for right now, there are specific things that some brands are doing that are contributing to their ascent. And as such it's worth thinking about your own business and what role those things have or could have (if any). However, most significantly, beyond the listed attributes, what each of the listed brands have in common is a relentless and unapologetic focus on who they are. Beyond anything else I believe this is the key ingredient of any successful brand. There are several organisations on that list that have fairly diverse products or services, however if you look underneath there is still a unifying focus - their core promise or reason for being holds. Quite simply without that, your brand will likely never reach its potential.
So apart from anything else the brands on the good brands list provide something to aspire to in terms of brand focus and execution. The My New Logo and Marketing Pack with over 300 guides on the best next steps.
Everything You Need To Build Brands
Every brand thinks it’s the most important thing in their user’s life. Seldom is this true. A user’s experience with a brand is just one event in an action-packed life. Good brands map out their customer experience looking for opportunities to simplify, eliminate steps, confusion, and complications in ways that add value. Great brands look to where the brand and the experience fit within their user’s overall life, looking to make not just the experience easier but a user’s overall life easier.