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Brand Storytelling Survey 2017

At Aesop we believe
that all great brands
have a story to tell.

This study, now in its fifth year, identifies the UK’s top storytelling brands; demonstrating a ‘heroic’ sense of who they are, what they stand for, and what their ultimate purpose is.

To better define an increasingly broad concept…

we asked over2000consumers

to identify 175brands

…against 10 key storytelling criteria, including whether the brands had a ‘clear sense of purpose and vision’ and whether they ‘produce content you want to share or talk about.’

The Results

Apple retains the top spot for the fifth year in a row closely followed by Help for Heroes moving up 7 places to 2nd. BMW is a new entry to the top 10, climbing 9 places to a ranking of 7th.

Position
Brand
Change from 2016
01
Apple
-
02
Help for Heroes
+7
03
BBC
-
04
National Trust
+2
05
Amazon
-3
06
Facebook
-4
07
BMW
+9
08
Sky
+2
09
Google
+1
10
Dyson
+16

Social Media

It’s a tale of woe for social media brands with Twitter tumbling down the rankings dropping 24 places to 36th with YouTube and instagram following suit falling to 19th and 25th respectively. Snapchat, a new entry (NE) at 13th, is the only social media brand with a positive story to tell.

2016

2017

  • 4th Facebook 6th Facebook
  • 13th Snapchat
  • 6th Youtube 19th Youtube
  • 14th Instagram 25th Instagram

Supermarkets M&S, a story well told

Lidl lose the top spot to M&S who rise 14 places to take the title of UK’s top storytelling supermarket. Aldi flies the flag for the discounters knocking off eight places to claim the second spot while Morrisons take home the wooden spoon for the 5th year running

No.1 Supermarket 2017

  • Fallen or static

  • 2nd - 3rd

  • 1st - 4th

  • 5th - 5th

  • 6th - 7th

  • 8th - 8th

  • 7th - 9th

  • 9th - 10th

  • Risen

  • 3rd - 1st

  • 4th - 2nd

  • 10th - 6th

Alcohol

Booze brands write a new chapter with Scottish craft beer Brewdog a notable new entry. Jack Daniels drop down the rankings but hold off the new pretenders to take the title with Guinness a worthy second.

2017 sector leaders

  • 32

  • 42

  • 47

Alcohol
sector
ranking
Brand
Overall ranking 2017
04
Stella Artois
68
05
Fosters
70
06
E&J Gallo
84
07
Hendricks
111
08
Heineken
112
09
Carlsberg
113
10
Strongbow
117
11
Sipsmith
118
12
Smirnoff
121
13
Hardys
130
14=
Kopparberg
132=
14=
Wolf Blass
132=
16
Bacardi
136
17
Carling
147
18
Campari
158
19
Babycham
163
20
Blossom Hill
170
21
Aperol
174

Emotion Wheel

For the first time this year, consumers who stated they had an emotional connection to a brand were asked to identify the particular emotion - with some interesting results…