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Technology Consumes Popular Culture

Sogeti Labs
October 02, 2013

Schermafbeelding 2013-09-30 om 14.57.21Something big has happend. The signs were there, technology is everywhere these days; brands and devices have become lifestyle choices (ideologies) and items. And there are facts to back it all up. Apple and Google have ended Coca-Cola’s 13-year reign at the top as the most valuable brand on the planet. This according to the influential annual Interbrand’s Best Global Brands report. Interbrand’s Best Global Brands report states it like this:

“Tech brands continue to dominate Interbrand’s Best Global Brands report,underscoring the fundamental and invaluable role they play in consumers’ lives.”
The numbers in the report are based on different factors including financial performance, customer loyalty and the role each brand plays in a purchasing decision. Through this, Interbrand issues a valuation of each brand: Apple’s is $98.3 billion, Google’s $93.3 billion, and Coca-Cola’s $79.2 billion. In the top 10 of this years report, tech takes 6 spots. IBM holds position 4, Microsoft 5, Samung 8 and Intel 9. The biggest event however is the growth in brand recognition and value. Coca-Cola grew just two percent since the 2012 list, against 34 percent for Google and 28 percent for Apple, Samsung did 20 percent which is huge as well. I think this is just a beginning. Tech companies are more and more intertwined with our daily lives and with technology becoming more intimate by the year (think wearable tech), our personal relationship to tech becomes stronger. And with all these devices and services creating more systems of engagement, brand loyalty, as well as sales, will increase. This is easier said then done however. With our already technology filled lives, more is not better. Less, and more integrated is. Upgrade fatique can be a serious problem in keeping consumers close and on your side.

About the author

SogetiLabs gathers distinguished technology leaders from around the Sogeti world. It is an initiative explaining not how IT works, but what IT means for business.


    One thought on “Technology Consumes Popular Culture

    1. I actually was suprised that the top 10 isnt dominated by tech company’s, i mean if it is possible to become the the most valuable brand by “just” selling a drink what is to come in the future.

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