Coke. Apple. IBM. SAP. Oracle. LFR.

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Apple and Google are now more important than Coca-Cola.

Wait. What does that mean?

Seth Godin, noted marketing guru and cult leader, says that a brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

A company called Interbrand embraced the spirit of Godin’s definition and issued its annual valuation report for the most important brands in the global marketplace.

  • Apple is #1 and valued at $98.3 billion.
  • Google is $93.3 billion.
  • Coca-Cola’s $79.2 billion.

These numbers aren’t real. The valuations are based on factors including financial performance, customer loyalty, and the role each brand plays in a purchasing decision.

(People love and value Apple and Google. They also love toxic waste and still cling to cans of Diet Coke.)

And on the eve of the HR Technology Conference & Expo, I was glad to read that IBMSAP and Oracle — large players in the human resources technology space — are included in the report with other consumer brands like Harley Davidson and Gap.

Not bad.

The report has me wondering about the valuation of my own personal brand, too, because my face is included in a marketing campaign to sell services on behalf of a consulting firm. They captured my likeness from Twitter and claim to understand how I influence others to make purchasing decisions.

Hrmarketer.com | Infographic | The Faces of HR Technology on Social

 

(Did you see me? I’m the credible influencer who makes this whole thing look good, baby.)

I do like that my insightful tweets about human resources technology and marketing are being recognized for their brilliance.

But seeing my face on a marketing document that I did not approve — created by a company that I do not endorse — has me thinking that I must be worth something.

I may not be valued at the same price as IBM or Oracle, but surely I can hang with the suckers at SAP.

I should really explore this more.

Anyone want to offer me $1?!

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