Via ALT1040 I found the 2006 ranking for global brands, according to branchannel.com. If I was to summarize the overall positioning, I would say that everyone loves a good western: just take a look at how many of the most influential brands are located on the West Coast of the U.S.A.: Google, Apple, YouTube, Starbucks, Yahoo!, Microsoft. It almost gives a new meaning to the West Coast Cool, used frequently to denote a certain type of Jazz.
Of course, all these brands have global presence and it would be absurd to suggest that the success of their marketing efforts is localized in a single office. However, we must assume that the big ideas that power these brands are inspired by the everyday events that take place in or around the cities where their headquarters are located. There must be something in the air that serves as a catalyst. Maybe it is the fact that these cities have plenty of influence from outsiders thanks to their massive immigrant populations that allow for people living there to grok the world around them, making possible to create services and products with universal appeal.
Want to read more? In misunderstanding globalization I had criticized one of their previous articles.
