This is an archived blog from when I ran Conscious Public Relations Inc. from 2008-2018. Excuse the potential outdated-ness!

Last Friday the Globe and Mail published an article called “Banking on a brand” that reported on the estimated dollar value of big global brands in 2011.

Google: $55.32 billion (Interbrand); $111.5 billion (Millward-Brown); $44.29 billion (Brand Finance)
Microsoft: $59.09 billion (Interbrand); $78.24 billion (Millward-Brown); $42.81 billion (Brand Finance)
Coca-Cola: $71.86 billion (Interbrand)
Apple: $153.29 billion (Millward-Brown)
McDonald’s: $81.02 billion (Millward-Brown)
WalMart:$36.22 billion (Brand Finance)

Clearly the dollar value is quite high for all of these. But I wondered about another scale we could use other than dollar value – what about “good” value? I know that these companies all have CSR departments that allot money towards charities and philanthropic projects. And if I was a market research company of course this is one factor I would use in my measurement. But just by nature of some of these companies (the food and drink, to start), triple bottom line isn’t as high of a factor as what the company makes, and how they do it. They’re making money, but sacrificing the health of others as a result.

I’d like to see companies being measured on community impact and public perception. Would you buy from high “good” value brands instead?

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