Marketing Society Brand of the Year 2014 nominees #3: Mercedes-Benz, Netflix, Next, O2 and The Outnet

All this week we will be running through the brands shortlisted for this year's Marketing Society Brand of the Year award.

Marketing Society: Brand of the Year 2014
Marketing Society: Brand of the Year 2014

The Marketing Society Brand of the Year award, in association with Marketing, recognises excellence in innovation, marketing and advertising effectiveness, financial performance and winning over cynical, overloaded and price-conscious consumers.

The full list of 20 brands needs to be whittled down to the top five ahead of live voting at The Marketing Society's Annual Dinner on 26 November. Which brand gets your vote?

Vote for who you think deserves to win The Marketing Society's Brand of the Year 2014

Marketing Society Brand of the Year shortlist 2014
Who’d have thought a chicken could demonstrate complex, advanced engineering? Mercedes did, and its V8 spot was named best car ad by Auto Express. The brand also won The Marketing Soci­ety Award for Customer Insight; using bio­metrics led to record brand engage­ment and 50% of sales from new buyers.
Netflix is changing the way we watch TV, enabling viewers to binge on their favourite shows. Its use of market-leading analytics to research millions of users’ viewing habits means when it creates a show like House of Cards, it’s not guessing what they want. Next year’s sequel to Crouching Tiger, Hidden Dragon will debut on Netflix.
In March, Next’s soaring annual profits, up 12% to £695m, overtook those of high-street rival Marks & Spencer for the first time. The figures represent a remarkable rise for the 32-year-old chain at a time when other retailers have been struggling. The Next directory and website played a key role in its success.
[Telefónica] O2 faces an unforgiving UK mobile market with little cust­omer loyalty. However, its Priority Moments prog­ramme has cut churn and boost­ed advocacy. This year, O2’s ‘Be more dog’ campaign, includ­ing geo-located mobile ads, rein­forced the message of how users can live the ‘good life’ via special offers and tickets.
Net-a-Porter’s discount website, The Outnet, teaches us how a premium retailer can extend its customer base without cannibalising its core brand. The Outnet collaborates with big-name design­ers and partnered Uber taxis for discounts during London Fashion Week. It also carried footage of shoes from a dog’s ‘collar camera’.