What Marketers Can Learn From The Brands That Consumers Love (And Don’t)

By John Gerzema | Forbes

Quick: Which browser do you use? What’s your go-to place for coffee? Which apps do you tap almost on reflex? Over the past two decades, the rapid digitization of our lives dictates how we access information, where we eat, shop, sleep and socialize. But the rise of e-commerce brought with it a plethora of options that are simply overwhelming people today. To wrest control of their lives, Americans are racing to routines — simplifying their choices by sticking with brands and platforms that are most convenient, frictionless and useful.

We observed this in our annual Reputation Quotient survey, which measures the reputations of the 100 most visible companies in America based on the public’s top-of-mind awareness of companies that either faltered or excelled.

This year, Amazon remained at No. 1 while technology giants Google and Apple fell precipitously. Google was a top 10 company for a decade but slumped to No. 28 this year, and Apple dropped to No. 29 from its previous position of No. 5. It’s likely that Apple and Google’s decline was caused, in part, by not having released as many hyped-up products as in past years.

Read more at Forbes.