Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.

Wednesday, July 11, 2007

Tell it like it is

Outlaw Consulting
recently published the results of a Gen Y trendsetter study. 21-27 year olds were asked which brands they trusted most, and here's the outcome.

1. Apple
2. Trader Joe's
3. Jet Blue
4. In-N-Out Burger
5. Ben & Jerry's
6. Whole Foods
7. Adidas
8. American Apparel
9. Target
10. H & M clothing stores
11. Levi's
12. Volkswagen
13. Converse
14. Vitamin Water
15. Red Stripe Jamaican beer

Sometimes I feel like all we do is harp, harp harp on how brands need to be authentic, and this is good evidence to make me believe we're not wasting our time. These brands are alike in that they are FRANK. They speak like Gen Y speaks, they live where they live, and they are fast on the move to stay fresh. And it works. People are buying it.


dead insect said...

trust is an odd issue, and I think this list mixes up different kinds of trust. I would trust Apple to make me cool, but not on other matters. They don't have an ethical track record like a lot of the other brands on the list.

missmookie said...
This comment has been removed by the author.
missmookie said...

i'll be curious to see what Smart USA's brand campaigns will be like once these are available for purchase in the States.

tempadventure said...

I agree with DI, the nature & subject of trust varies significantly with all these brands listed but if you look at it, what they all offer within their own realm (be it food or good design or technology) is an individual authentic experience.It always sounds so cliche because you mention youth and the next breath is always trust, authenticity, uniqueness but I think whilst a bit cheesy, there's much truth in them, especially for people like Gen Y who are highly involved with brands.