Budget supermarket Lidl has been voted to have the most potential to become the next big brand by 2015, according to research by ad agency Bordello.
The YouGov research conducted amongst 2,000 consumers, highlights that out of a collection of 50 potential super-brands compiled by the industry, the no-frills supermarket comes out top with a 27% share of the vote. The brand has used the past eight years to recover from a scathing result in the 2004 Most Hated Brands survey for trade magazine, Marketing, in which it came seventh behind Pot Noodle and QVC.
Rude Health sustaining and sustainable breakfasts & snacks; affordable bespoke tailoring company, A Suit That Fits and location-based taxi finding app, Hailo also topped the poll, demonstrating the importance of brands which strive to make consumers’ lives easier, cheaper and more enjoyable.
Scott Wilkinson, Bordello planning partner, said,“The positive appetite for Lidl in the current market is not surprising. As one of the top 60 UK advertisers in 2011, coupled with a strong commitment to product-led social media campaigns, it seems that shoppers are becoming more comfortable with the idea of a supermarket which sells simply good value produce rather than an ideal or a lifestyle. The word Lidl may be still met with a snigger but with a strong business model, come 2015 – much like Skoda – it won’t be a laughing matter.”
He added,“The research also demonstrates a rise in popularity for brands that provide efficient and clever services, rather than focusing purely on products as we have seen in the past. More and more consumers are looking to put their trust in brands that help them live their lives better and more sustainably. Now is the time for the service industry to take advantage of this sharp consumer demand.”
Camilla Barnard, Co-Founder of Rude Health, said,“For Rude Health to be in the same Top Ten as Prince Harry and Lidl shows that as a small independent business, we are punching way above our weight and it confirms our belief that consumers are hungry for a food business they can trust. Bordello’s report takes us one step closer to our goal of changing the way the nation eats, one meal at a time.”
Jay Bregman, Founder and CEO, Hailo said,"We're delighted to be awarded 'brand to watch' status. In less than a year, Hailo has gone from being the secret weapon of celebs and savvy city dwellers to becoming an indispensable travel tool for tens of thousands of everyday Londoners. Our vision for our brand is to make "Let's Hailo a cab" the defacto way for people to book safe, licensed taxis in major cities from Tokyo to New York, and make rainy street hails and late night cash stops a thing of the past."
Warren Bennett, co-founder and director of A Suit That Fits, said,“In 2006, we launched A Suit That Fits and revolutionised the tailoring industry. We're delighted that A Suit That Fits has been recognised as an emerging super-brand; it is testament to the loyalty of our fantastic customers and the amazing service that our team deliver that we are growing as a well-recognised and trusted brand whilst continuing to innovate our product and service.”
Do not miss the Retail Bulletin's InStore Engagement Conference July 10th, which looks at how technology is the real driver for engaging customers in store, strengthening the role of bricks and mortar for retail sales.Confirmed speakers and panellists include Tesco.com, Marks and Spencer, McDonald's Restaurants, Schuh, Vodafone Group, Carphone Warehouse, Harrods, The Co-operative Group, o2 UK Telefónica, White Stuff, Star Micronics, TBG Digital, eDigitalResearch.
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