Tim Halloran of Brand Illumination presents his firm's take on the best and worst brands of the year 2008.

 

 

 

Tough economic times served as a brutal reminder of how linked to low prices the Wal-Mart brand is. As retailer after retailer announced Chapter 11, Wal-Mart announced that it was posting gains. Throughout the years, Wal-Mart has stayed true to the most important branding principle - having a consistent, compelling message - quality items at low prices. During this economic crisis, American consumers are looking to save money - and everyone knows you save money at Wal-mart.

 

 

Nintendo's Wii continued its torrent sales pace in 2008 and took its "active game playing" to the next level with the introduction of the Wii Fit, a virtual exercise program with balance board included. The workout program is expected to generate over three million sales this year and its parent system proved recession proof, selling over two million consoles in November alone, twice the amount in November 2007. Wii has been successful because it is based on a core, fundamental idea - active game play. Given the overall consumer trend of health and wellness, this core proposition should continue to reap substantial rewards for Nintendo.

 

 

iPod, iTouch, iPhone, iTunes, iTalk, iLounge, iStation... the list keeps growing of Apple's brand that is now distinguishable by a single letter. The "is" have created a revolution in handheld and entertainment devices that has radically changed consumer relationships. Even the iMac has enjoyed a renewed resurgence as a result of the innovative, open-minded halo that surrounds Apple, accurately portrayed by the PC guy vs. Mac guy campaign.

 

 

Not so much a brand, but a revolution, "green" has found its way into multiple product sectors. Four dollar gas prices this summer didn't hurt, and as a result, the American consumer bought "green" products like crazy. The Toyota Prius was selling for thousands of dollars over its asking price, Clorox "Greenworks" natural cleaning products sold over $14 million within 6 months (not counting Wal-mart), and the green initiative caused almost all major package goods firms to dramatically rethink how they packaged their products. "Green" is a compelling trend that will only continue to expand in scope and importance.

 

 

And the obvious award goes to Team Obama, who created a brand that generated unparalleled passion by its core consumers through innovative tactics within the political arena. Obama communicated with his target where they already were. He established an on-line community of supporters and created a dialog with consumers through almost daily e-mail blasts. Obama's brand stayed true to his brand message, and more importantly, true to his image. Obama's "Change" message resonated. Unlike his opponents, he stayed consistent. He communicated a calm, cool demeanor. In short, he convinced the American people that he is a leader. For all these reasons, he will become the 44th president of the United States.