What Can 20 Years Do To a Brand?

While re-reading Seth Godin's timeless classic Purple Cow, I took note of his inclusion of the Top 100 Global Brands, according to Interbrand. Below are the Top 10 from that 2002 list:

1. Coca-cola
2. Microsoft
3. IBM
4. GE
5. Intel
6. Nokia
7. Disney
8. McDonald's
9. Marlboro (seriously?)
10. Mercedes

I couldn't resist the urge to create my own list and then verify it against Interbrand's 2022 installment, which revealed the following:

1. Apple
2. Amazon
3. Microsoft
4. Google
5. Samsung
6. Coca-cola
7. Toyota
8. Mercedes
9. McDonald's
10. Disney

My list, which is clearly colored by my proximity to the tech industry, included the top 4, but then I lost traction, with my picking Facebook (#15), SAP (#20), YouTube (#26), and Salesforce (#38). I also included Verizon and AT&T, neither of which cracked the Top 100.

This is fascinating to me, especially noting the mega-brands that dropped off completely over the past 20 years, Nokia and Marlboro. Marlboro? Perhaps even more impressive are the brands that have stood the test of time in the wake of tremendous changes in the market, buyer and media: Coca-cola, Mercedes, McDonald's, and Disney. I loved seeing a former partner of one of my previous companies, Samsung, garner a top spot, and tried and true Toyota nudge out the other "T", Tesla (#14), who has been taking the automotive world by storm. Still, I couldn't help feel an (undeserved) sense of pride with my personal favorite brand, Audi, showing up loud and proud in the #46 slot, 20 years after getting snubbed completely.

So, how did your picks do? You can see the full 2022 list here.