Apple has retained its position as the UK’s top storytelling brand, according to new research by brand storytelling agency AESOP in association with 3Gem Research.3Gem Research.
The 2015 Brand Storytelling report, now in its third year, surveyed 2,800 UK adults about their views on 154 major brands. Respondents rated all of the brands they were familiar with against nine criteria, including the brands they feel have “a clear sense of purpose and vision,” those that “produce content you want to share or talk about,” and those where “you are intrigued to see what they will do next.”
Aesop took an average of the scores across all the criteria to create the ranking of the top storytelling brands. Forty-nine percent of those surveyed were “intrigued to see what Apple will do next.” Making the top 10 in the list were: Apple, Macmillan Cancer Support, National Trust, BBC, Xbox, Cancer Research UK, Samsung, Playstation, Google, and Facebook.