Apple Passes Coca-Cola as Most Valuable Brand

Best Global Brands 2013

Source: Interbrand

APPLE is the new most valuable brand in the world, according to a closely followed annual report.

adco-articleInlineThe report, to be released on Monday, is from Interbrand, a corporate identity and brand consulting company owned by the Omnicom Group that has been compiling what it calls the Best Global Brands report since 2000. The previous No. 1 brand, Coca-Cola, fell to No. 3.

Not only has Apple replaced Coca-Cola as first among the 100 most valuable brands based on criteria that include financial performance, this is the first time that the soft drink known for slogans like “It’s the real thing” has not been No. 1.

Apple’s arrival in the top spot was perhaps “a matter of time,” Jez Frampton, global chief executive at Interbrand, said in a recent interview. Apple was No. 2 last year, climbing from No. 8 in the 2011 report.

“What is it they say, ‘Long live the king’?” Mr. Frampton asked. “This year, the king is Apple.”

The 2013 report begins: “Every so often, a company changes our lives, not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Interbrand has a new No. 1 — Apple.”

The report estimates the value of the Apple brand at $98.3 billion, up 28 percent from the 2012 report. The value of the Coca-Cola brand also rose, by 2 percent to $79.2 billion, but that was not sufficient to give Coca-Cola a 14th year as Interbrand’s most valuable brand.

Although “Coca-Cola is an efficient, outstanding brand marketer, no doubt about it,” Mr. Frampton said, Apple and other leading technology brands have become “very much the poster child of the marketing community.”

That is underscored by the brand in second place in the new report: Google, which rose from fourth place last year. In fact, of the top 10 Best Global Brands for 2013, five are in technology: Apple; Google; Microsoft, No. 5, unchanged from last year; Samsung, 8, compared with 9 last year; and Intel, 9, compared with 8 last year.

Samsung’s ascent followed the company’s adoption of a new brand strategy called the Brand Ideal, which includes “a greater focus on social purpose,” Sue Shim, executive vice president and chief marketing officer at Samsung, said by e-mail. That reflected research indicating American consumers would switch brands to “one that was associated with improving people’s lives,” she added.

I.B.M. — No. 4 in 2013, down a notch from 2012 — is ranked as a business services brand. Otherwise, technology would account for six of the top 10.

“Brands like Apple and Google and Samsung are changing our behavior: how we buy, how we communicate with each other, even whether we speak with each other,” Mr. Frampton said. “They have literally changed the way we live our lives.”

Among other transformative technology brands that performed well in the new report was Facebook, which climbed to 52 from 69 last year, its first year on the list.

However, not all technology brands fared well. BlackBerry, which tumbled last year to 93 from 56 in 2011, has disappeared from the list. And Nokia, which dropped to 19 from 14 in 2011, finished this year in 57th place — “the biggest faller” among the 100, Mr. Frampton said.

Among nontechnology brands, a notable addition to the list was Chevrolet, at 89, the first General Motors brand to rank among the Best Global Brands.

“It feels good to hit the list for the first time,” Alan Batey, global head of Chevrolet at G.M., said in a telephone interview. “It’s a great first step, but we’ve got a long way to go. There are a lot of big brands in front of us.”

The milestone reflects how General Motors has been “making a conscious effort to globalize Chevrolet,” Mr. Batey said, selling the brand in 140 countries in ads that play up attributes like “value for money and designs that move hearts and minds.”

Commonwealth, the creative agency for Chevrolet, “played a key role” in helping the brand make the list, he added. Commonwealth is part of the McCann Worldgroup division of the Interpublic Group of Companies.

Last year, when Coca-Cola finished atop the Best Global Brands list for the 13th consecutive time, an executive at the Coca-Cola Company acknowledged the streak but noted that “nothing lasts forever.”

A year later, the executive, Joseph V. Tripodi, executive vice president and chief marketing and commercial leadership officer, had this reaction: “Of course, we would like to remain on top of the list forever. That said, we are honored to continue to be included among such an esteemed group of global brands, and we congratulate Apple and Google, both valued partners of ours.”

“We’ve seen the value of technology brands rise as they create new ways for people to stay connected virtually,” Mr. Tripodi said by e-mail. “We understand this, as the lasting power of our brand is built on the social moment of sharing a Coca-Cola with friends and family.”

“Creating these simple moments and delivering on our brand promise each and every day remains our focus,” he added, “as we continue to grow the value of brand Coca-Cola for decades to come.”

If it is consolation, Coca-Cola remains far ahead of Apple and Google in likes on Facebook fan pages. Coca-Cola has 73.2 million, compared with 9.8 million for Apple and 15.1 million for Google.

Source: The New York Times

Keeping Your Laptop Plugged in All the Time Will Kill Its Battery Faster

Power down. Photo: Ariel Zambelich/WIRED

Power down. Photo: Ariel Zambelich/WIRED

Laptops are our indispensable lifeline to the majesty that is the Internet. We use them to work and play from anywhere in the world. But if you’re like most people, you probably keep yours plugged in when you’re at work or home. Stop doing that.

In order to squeeze as much life out of your lithium-polymer battery, once your laptop hits 100 percent, unplug it. In fact, you should unplug it before that.

Cadex Electronics CEO Isidor Buchmann told WIRED that ideally everyone would charge their batteries to 80 percent then let them drain to about 40 percent. This will prolong the life of your battery — in some cases by as much as four times. The reason is that each cell in a lithium-polymer battery is charged to a voltage level. The higher the charge percentage, the higher the voltage level. The more voltage a cell has to store, the more stress it’s put under. That stress leads to fewer discharge cycles. For example, Battery University states that a battery charged to 100 percent will have only 300-500 discharge cycles, while a battery charged to 70 percent will get 1,200-2,000 discharge cycles.

Buchmann would know. His company Cadex sponsers Battery University. The site is the go-to destination for anyone interested in battery technology. And it’s not just constant power that shortens your battery’s life. While batteries degrade naturally, heat also accelerates the degradation. Extreme heat can cause the cells to expand and bubble. Kyle Wiens of iFixit told WIRED: “Too much heat to the battery over time, and the battery isn’t going to last as long.”

You can battle this degradation by keeping the lid open and your laptop out of your actual lap while using it.

While those are simple fixes, Buchmann admits that putting the 40 to 80 percent battery-status workflow into practice is easier said than done. Keeping an eye on your computer’s battery level while trying to work can be a pain. “The ideal would be that the laptop would only charge 80 percent,” Buchmann says, “and if you had to travel, you could push a button before you travel to charge it to 100 percent.”

A search of Windows and OS X apps yielded nothing that would alert a user when a computer reached both an 80 percent charge and a 40 percent discharge. A quick DIY solution is to measure how long it takes to go from 80 percent to 40 percent then set a timer. Do the same thing as it charges from 40 percent to 80 percent. If it saves you money and keeps your battery healthy, it’s worth it.

Source: Wired