THE BOOK OF LISTS: The 10 Most talked about international brands
campaignlive.co.uk, Monday, 17 December 2001 12:00PM
Most of the world's population never thought they'd know about this one
and would still rather not. But the prospect of biological warfare has
been good news for the German drugs company Bayer, the maker of this,
the only licensed treatment for anthrax.
2. Windows XP
There's been no escaping Bill Gates' latest £140 million launch
extravaganza. Microsoft's biggest launch ever, eclipsing Windows '95,
was heralded as an industry event, doubly welcome given the economic
First, 6.5 million tyres, most of them fitted to Ford Explorers, have to
be recalled. Then a 100-year relationship with the supplier Firestone
dissolves in bitter tears. Finished off by the sacking of the chief
executive, Jacques Nasser, as the company goes deeper into the red. No,
it hasn't been a great year for Ford.
So many airlines and travel companies have been hit in the wake of 11
September, with huge job losses at many international
corporations.Swissair was the first big airline to go down, only
managing to keep airborne with a government-backed rescue deal.
Think one thing, then do another. The biggest world brand this year
apparently made a high-profile marketing U-turn. Its "think local, act
local" policy is at odds with the appointment of Ogilvy & Mather to the
highly prized global accounts for Fanta and Sprite. Agencies all around
the world began to wonder.
As the dotbombs rained down, one of the biggest stories in the IT sector
was the merger, or rather the £18 billion acquisition, of Compaq
by Hewlett-Packard. The global superbrand HP is now second only to
7. Ariel Liquitabs
The latest, greatest reinvention of that cornerstone of household
products, washing powder, has been Ariel Liquitabs - P&G's answer to
Unilever's Persil Capsules. The launch has been a universal conversation
If it wasn't for the continuing bad press about sweatshops, Nike could
be particularly proud of its profile-boosting strategy this year. As
Tiger Woods won tournament after tournament so Nike, as official
sponsors, hit the jackpot.
In the good old days Marathons were Marathons and not Snickers, Opal
Fruits were Opal Fruits and not Starbursts and Jif was Jif and not Cif.
The relaunch of Jif with an acceptable brand name for all its 80 markets
has left a generation of housepeople in complete confusion.
10. Stella McCartney
2001 was the year that the daughter of rock royalty launched her own
fashion label. She left Chloe in the spring and is backed by Gucci in
this latest foray through the international world of haute couture. With
mates such as Madonna, column inches are assured.
This article was first published on campaignlive.co.uk
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