Aaron Brethorst

Round peg in a square hole, rabid generalist.

Best Brands of 2006

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Found through BrandChannel.com (of course): Interbrand in association with Business Week published a report on the best brands of 2006 (watch out, it’s a PDF). Topping the charts, not surprisingly, was Coca-Cola. What did surprise me, though, was the brand value disparity between Microsoft (#2) and Apple (#39).

Regarding the beverage industry:

Broadening of the category and the myriad of options for beverages are the industry’s greatest hope and its greatest threat. A proliferation of product represents choice but also communicates confusion and potentially lower margins given the cost of specialty drink runs versus the mass appeal of signature products.

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