There were tears of joy in Canary Wharf this week as Clifford Chance was revealed to be the law firm with the biggest Superbrand.
CC came in at 184th in a list of 500 companies compiled by The Centre for Brand Analysis. Apparently the list was "based on the opinions of marketing experts, business professionals and thousands of British consumers," with a shortlist "scored by an independent and voluntary Expert Council... bearing in mind the definition of a Superbrand*". Riiight...
Linklaters was next up at 188th, and Eversheds - last year's top-placed firm - came in at 200th. The other law firms making the list were Freshfields (243), Slaughters (251), A&O (336), Hogan Lovells (396), Norton Rose (403), Pinsent Masons (480), Simmons & Simmons (496) and Lewis Silkin (497).
The final results look suspiciously like an entirely subjective list of names seemingly put together at random. Who works out that Black and Decker (50) has a far better brand than Goldman Sachs (113)? Even within the same sector it's puzzling. London Business School (82) has a crapper brand than Cranfield School of Management (58). Henley Business School (233) hammers its counterparts at Oxford (236) and Cambridge (334). INSEAD doesn't even make the list.
A spokeswoman from CC said that "it's always nice to see extra recognition of our brand". She wouldn't comment on whether the firm was gutted to have been beaten by Eddie Stobart lorries (27) and Staples office supplies (98).
*which is a company that "has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise". And please buy the book at £45 a pop.
Tip Off ROF
CC came in at 184th in a list of 500 companies compiled by The Centre for Brand Analysis. Apparently the list was "based on the opinions of marketing experts, business professionals and thousands of British consumers," with a shortlist "scored by an independent and voluntary Expert Council... bearing in mind the definition of a Superbrand*". Riiight...
Linklaters was next up at 188th, and Eversheds - last year's top-placed firm - came in at 200th. The other law firms making the list were Freshfields (243), Slaughters (251), A&O (336), Hogan Lovells (396), Norton Rose (403), Pinsent Masons (480), Simmons & Simmons (496) and Lewis Silkin (497).
The final results look suspiciously like an entirely subjective list of names seemingly put together at random. Who works out that Black and Decker (50) has a far better brand than Goldman Sachs (113)? Even within the same sector it's puzzling. London Business School (82) has a crapper brand than Cranfield School of Management (58). Henley Business School (233) hammers its counterparts at Oxford (236) and Cambridge (334). INSEAD doesn't even make the list.
 |
David Childs looking Super yesterday. |
A spokeswoman from CC said that "it's always nice to see extra recognition of our brand". She wouldn't comment on whether the firm was gutted to have been beaten by Eddie Stobart lorries (27) and Staples office supplies (98).
*which is a company that "has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise". And please buy the book at £45 a pop.