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TODD SMITH — Band-Aid, Amazon, Dawn, Google top brands among women

TODD SMITH

Band-Aid, Amazon, Dawn, Google and M&M’s are the five best-perceived brands by women, according to YouGov BrandIndex.

In conjunction with International Women’s Day and Women’s History Month, consumer perception research firm YouGov BrandIndex released a ranking of the best-perceived brands by women, as well as the ones that have improved the most in perception in the last year.

Women were asked, “Do you have a general positive feeling about the brand?”

Rounding out the top 10 are:

6. Clorox

7. Cheerios

8. Craftsman

9. YouTube

10. Dove.

Craftsman tools seemed like an odd brand for women to single out, but YouGov BrandIndex’s data suggests that a good number of women consider themselves Craftsman customers, said Ted Marzilli, CEO YouGov BrandIndex.

“That could imply more men and women are sharing the household tools,” he said. “It could also reflect more single households in general. I am more surprised by M&M’s being on the list, but apparently everyone likes some degree of indulgence.”

On the list of top brands, the traditional household brands are a theme.

“But brands like Amazon, Google and YouTube have become a big part of all of our lives — that is true regardless of gender,” he said.

The firm also studied t brands whose perception had improved. Snapchat gained the most perception, followed by Uber, Chick-Fil-A, Instagram, Trivago, Bank of America, MTV, PlayStation, Comcast/Infinity and Capital One.

“The list runs the gambit from newer, technology-based brands to the more traditional,” Marzilli said. “Virtually any brand has the potential to make inroads with women, who represent roughly half of all consumers.”

The takeaway for marketers is that “seeing is believing,” he said.

“Women seeing women in advertisements helps to make it more clear that the brand is for women,” Marzilli said. “And of course that has to be done in an authentic and credible way.”

Brawny Boasts Women in Plaid Campaign

Brawny is the latest brand to unveil a campaign with a female empowerment theme, something it’s doing by featuring a woman on its “Brawny Man” packaging design.

For Women’s History Month, the Georgia Pacific-owned paper towel brand is replacing the very masculine-looking “Brawny Man” featured on the pack with a woman wearing the same red lumberjack shirt.

The pack redesign is part of a wider campaign, by agency Cutwater, taglined #StrengthHasNoGender, that celebrates women who exhibit strength and resilience and have broken down barriers in traditionally male-dominated professions. It also includes a TV ad that highlights the accomplishments of women including Harriet Tubman, Amelia Earhart and Serena Williams, and an online film campaign telling the stories of four inspiring women in STEM fields.

They are Vernice Armour, the first African-American female naval aviator in the Marine Corps and the first African American female combat pilot in the U.S. Armed Forces; Dr. Anna Kornbrot, an oral surgeon and clinical assistant professor of OMFS at Penn Dental School who was the first woman to graduate from Columbia College; Patty Lopez, a platform applications engineer at Intel who holds seven imaging patents and Brittany Wenger, first place winner in the 2012 Google Science Fair who developed the app Cloud4Cancer, a breast cancer diagnosis test.

YouTube Viewers Hit 1 Billion Hours of Video a Day

YouTube viewership hit a milestone last year, the company said last week, with global users now collectively watching a billion hours of video a day.

As the Wall Street Journal first reported, the site reached that milestone in part by powering its recommendations engine with machine learning algorithms. Other factors have contributed to the increase in viewership, including the shift to mobile: a growing number of people have internet access via their mobile devices, and more than 60 percent of YouTube watch time now happens on mobile and tablets.

In 2012, YouTube changed the way it measured viewership, switching from the number of clicks a video receives to the time spent watching videos. Since then, viewership is up 10-fold. As YouTube said on its blog, “we thought the amount of time someone spent watching a video was a better way to understand whether a viewer really enjoyed it.”

The Alphabet-owned company appears to have a leg up on other platforms: Facebook reported just over a year ago that its users watch 100 million hours of video a day, while Netflix said its users watched more than 116 million hours a day in 2015. Meanwhile, as the Journal pointed out, YouTube’s global popularity almost matches the popularity of television in the US: Nielsen data indicates Americans watch around 1.25 billion hours of live and recorded TV a day.

Alphabet doesn’t disclose in its earnings reports how much revenue the video-sharing site brings in. However, facing new competition like Amazon Video Direct, the company last year made the case that the platform provides a robust revenue stream for content creators.

Meanwhile, as part of its efforts to boost global viewership, the company last fall introduced a lightweight YouTube app for India.

Dropped Mic | Is the PriceWaterhouseCoopers Brand Tarnished?

It was the dropped mic heard around the world.

At the recent Academy Awards, presenters Warren Beatty and Faye Dunaway mistakenly read the wrong Best Picture winner as “La La Land,” not “Moonlight,” after receiving the incorrect card on stage. The flub was quickly, if awkwardly, corrected, but it didn’t take long for PricewaterhouseCoopers, the accounting firm that has overseen the award process for the Academy of Motion Picture Arts & Sciences for eight decades, to emerge as a culprit.

Experts say the lasting brand damage for the New York-based firm, the world’s second largest by revenue, could be severe for a company that has built its reputation on accuracy.

PwC drew early criticism from the likes of Les Moonves, chief executive of CBS Corp. Others took to Twitter under the hashtag #envelopegate to compare the error to their preferred presidential election results and Steve Harvey’s 2015 Miss Universe mistake.

For its part, PwC immediately issued an apology, in which it specified “Moonlight,” “La La Land,” Mr. Beatty, Ms. Dunaway and Oscar viewers. In the statement, the firm noted that the presenters were given the wrong category envelope.

Moving so quickly was a smart move, but PwC will need to do more in order to repair its reputation. They must back moving quickly with a great dose of transparency and sincerity to add luster back to its brand.

It helps that PwC has 83 solid years of helming the 89-year-old Academy Awards tally process under its belt. The setback for PwC could open the door for accounting competitors like Ernst & Young, Deloitte and KPMG, who may take advantage of the situation to build up their own brands.

For that, PwC gets a dropped – albeit still working – mic!

Each week, The Spin Cycle will bestow a Golden Mic Award to the person, group or company in the court of public opinion that best exemplifies the tenets of solid PR, marketing and advertising – and those who don’t. Stay tuned – and step-up to the mic! And remember … Amplify Your Brand!

» Todd Smith is president and chief communications officer of Deane, Smith & Partners, a full-service branding, PR, marketing and advertising firm with offices in Jackson. The firm — based in Nashville, Tenn. — is also affiliated with Mad Genius. Contact him at todd@deanesmithpartners.com, and follow him @spinsurgeon.

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