A good brand still trumps good companies with consumers. I just scanned through the GlobeScan paper RE:Thinking Consumption, and I came across this chart:
It is a chart that struck me because it is supposed to show “How do consumers rate the environmental and social leadership of companies within their respective sectors”.
Yet, Interface (one of the recognized leaders) still comes after Shell, and a host of others that are far from being considered leaders in sustainability (or good) are leading the charts.
A powerful illustration of just how powerful “brand” is, and how hard it is to be recognized as a “good” company in a world where advertising campaigns (right or wrong) are a primary source of “information”.