The Good Relations Group publishes Triple G report identifying top UK brands

 

Where a triple-A is used by rating agencies as an aggregator of financial performance, Triple G scores ‘soft capital’ that does not appear on a balance sheet. It requires consumers to score brands on:

 

Good Actions – what they do when nobody else is looking;

Good Engagement – how well they communicate and listen to their consumers;

Good Recommendations – how strongly people are prepared to recommend the brand.

 

 

Of the 120 brands that Good Relations had Triple G rated by 12,000 consumers across the UK, the top ten are:

 

ALDI

Amazon

Cadbury

Johnson & Johnson

John Lewis

Kellogg’s

Panasonic

PayPal

Waitrose

Weetabix

 

 

It is estimated that 60% (1) of company values on stock markets is not found in tangible assets like stock, equipment or real estate. Instead, it is made up of intangible assets such as skills, culture, leadership, relationships and reputation – the sources of advantage that cannot be created quickly or copied by competitors.

 

“You cannot manage reputation. Reputation is a consequence of what you do, how you engage with people, and then what they say about you – so we quantified those three elements,” explains Kevin Murray, Chairman of the Good Relations Group. “Triple G isn’t only a measure of performance, giving brands an early indication of success or issues; it stimulates a different conversation within because it also provides a rich picture of insights better informing and shaping the alignment of a brand’s marketing programme with its long-term business strategy.”

 

The contribution that a clear set of well communicated values can make to a business is highlighted by the success of the John Lewis within Triple G.  Its simple vision coupled with subsequent actions such as championing British produce, treading lightly on the environment, supporting responsible sourcing and treating people fairly, clearly resonates with the UK public.

 

Mark Price, Managing Director, Waitrose and Deputy Chairman, the John Lewis Partnership, says: “Waitrose has the principles recognised by the Triple G survey at its heart. Spedan Lewis, the founder of the John Lewis Partnership of which Waitrose is a part, set about establishing the Partnership 85 years ago ‘wholly and solely to make the world a bit happier and a bit more decent’. We endeavour to live up to this sentiment in every action we take, every day. I am delighted that this study recognises such important intangible assets as values and reputation which have far too often been overlooked when measuring the success of a company.”

 

He was joined at the launch of Triple G in London today by Giles Turrell, CEO of Weetabix, who commented on the inclusion of his company within the report: “The strength of the Weetabix brand reputation is crucial for our future growth. We are extremely proud to be in the Triple G top brands across all audiences.  The actionable insights behind the results will also help us work to continuously maintain an iconic, well-loved good brand.”

 

The growing power of advocacy is also demonstrated by the success of PayPal. Triple G found that 43% of the public are extreme promoters of PayPal (where consumers score 9 or 10 out of 10 for how likely they are to recommend PayPal) and only 4% are extreme detractors (where consumers score 0 or 1 out of 10 against the same question). The payment provider has created a simple and secure way for people to pay and get paid. Its problem-solving product, combined with the simplicity of its message, helps the UK public champion and amplify awareness.

 

“When it comes to good actions, consumers want brands to be a force for good, but this must be a force for good in their lives” says Jackie Brock-Doyle, OBE, CEO of the Good Relations Group. “Valuing a brand’s actions comes out of proximity.  From customer service, quality of product to contribution to their family, community, city and society; customers want actions to be ‘relevant to me’.  Brands must show why and how their actions are relevant.  Once they have found this level, relevant actions must radiate from every level of engagement.

 

(1) Source: Accenture, Manage for Today and Tomorrow, 2004

 

To find out more about Triple G, visit www.goodrelationsgroup.com/whats-happening. To request a copy of the Triple G report or for more information contact: Linsey Scott, +44 (0)7788 432323, [email protected]