In honor of the NCAA March Madness tournament, Y&R created their own “Brand Madness” tournament using their proprietary BrandAsset Valuator database, and there are quite a few upsets.
To create the brackets, brands were seeded 1 through 16 in their respective divisions using their BrandAsset score — “their overall performance as a brand,” based on their performance in the categories of differentiation, relevance, esteem and knowledge. Once seeded, brands competed against each other one on one based on differentiation, “the leading indicator of future growth.”
Some may find the brackets’ champion a bit of a head scratcher: New Orleans (who narrowly defeated Facebook for the title). Y&R had this to say about the results: “Adults surveyed find NOLA very authentic, daring, dynamic, and energetic — attributes highly correlated with Differntiation. Facebook is strong on these metrics too, but that fractional edge put New Orleans over the top. Does that mean Americans are quitting Facebook to move to New Orleans? Probably not. But perhaps we’ll see a rise in selfies taken on Bourbon Street.”
For the full results, head on over to Y&R’s “Brand Madness” site.