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> BBC triumphs in 2007 Business Super Brands report
Brand BBC So, the BBC triumph. A surprising winner really in a B2B report - given that the BBC is theoretically grounded in public service, non-commercial and non-for-profit territory. But on those (now slightly creaking) principles stands nothing less than an institution : think World Service, Radio 1 (and 2! and 4), countless television landmarks and one of the finest (and comprehensive) online platforms yet developed.
What is especially impressive is how quickly and adeptly the BBC has, without flinching, created an integrated offering across all media. Few other quasi-public bodies would be quite so fleet of foot. It has also started to exploit its formidable archives and, subject to ongoing battles over licence fee subscriptions, the recently announced vision for a "Creative Future" is in good shape. The question is how far the public purse should fund it. Personally I might debate the quality of its prime time television, but as an overall package comprising TV, radio and bbc.co.uk you really cannot quibble at the current BBC "tax".
Let's also not neglect the fact that, in its own subtle way, the BBC is an unofficial ambassador for the UK worldwide - it stands for the values, standards and morality that we admire and promote globally.
The power of the information economy The detailed research exercise sought votes from 1400 business professionals, in addition to the votes of the Business SuperBrands Council. Indeed - opinion differed between those two groups. The Council top three would have been : Google, BBC, The Economist. The professionals' choice : BT, Microsoft and BP.
The Council choices reflect the power of the information economy and 'opinion-forming' media. Whilst undeniably a superpower in its field, the BBC faces competition in practically every aspect of its "business". All the media giants are building news, media and information infrastructure, but usually with another products or services leading the way (Google is the classic example, leading on search but extending way beyond that). Subject to regulatory restrictions and funding there is no reason why the BBC cannot take on all comers in every media dimension. BBCTube? BBCSearch? You would have to back them to make an impact, at the very least. They are almost uniquely positioned to weave themselves into the fabric of society and day-to-day living. For a giant organisation they also have a superb ability to innovate and experiment, and to support and promote cultural niches alongside the mainstream.
Where the house of cards may fall down is in how far a quasi-public, subsidised, body is permitted to broaden its remit across the commercial sector. The boundaries are already blurred. With information and media now such a powerful international currency, it will be intriguing to see how far the BBC can push its luck before it feels the heat of allegations that the UK government is effectively providing "state aid" and distorting the market.
Define for me, if you will, what prey you mean by "SuperBrand"
Great stuff on the value of emotions and intangibles - very resonant for me having recently just re-read Funky Business.
The big players The Business SuperBrands top 10 in full:
1. BBC
Read more: > The full 2007 B2B SuperBrands report > The SuperBrands press release > creativematch.co.uk coverage "The BBC is the UK’s top business brand" > Guardian coverage : "BBC tops Superbrands list"
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Richard
Jones, iMagineer-in-Chief // 1 March 2007
