Every day needs to be done more easily from the mobile phone. We like technology and accessibility – and with the brands that offer them. Two experts relate to the trend, which is clearly reflected in YouGov’s latest image measurement.
Everyone loves Lego. We are well aware that YouGov is stuck in its recently published index of Danish companies with the best reputation.
Here the toy gigantic from Billund puts down to list number two, Mobilepay, which, nevertheless, according to Tobias Lassen Falkencrone, strategic director of IDna Group, marks a consumer trend.
On the phone
We also love technology and accessibility, and the popular payment app represents both.
The trend is clearly seen in YouGov’s global reputation index, dominated by technology companies rooted on the Internet: Google, Youtube, Whatsapp, Facebook etc.
“The companies that top the list are able to play on the track half and are all strong brands we are in contact with every day. Thus, a move towards the available – what you have on your mobile, “says Tobias Lassen Falkencrone.
Constant and consistent
IUM CEO Heine Jørgensen points out that strong brands are able to create “a relevance or connection between brand and consumer”. He is in charge of Danish affairs in this connection, for example, by the aforementioned Mobilepay, which embodies a concrete function in people’s lives.
“In a time of constant change and news flow, there is also a great value in being constant and consistent in its behavior, and several of the other brands (on the list, ed.) Are both established and have high credibility about themselves to quality, behavior, and product. It also contains an identity that allows consumers to know what to expect and which consumers can recognize. “
Heine Jørgensen also notes that the ten best-ranked companies on the Danish list have not made significant fluctuations in either an upward or downward direction.
“It also shows that fire value must be built on many fronts and consistently over time.”
Lego is just going ‘
Tobias Lassen Falkencrone from IDna Group also notes that more established brands like, yes, Lego “manage to stay strong in our consciousness on the basis of a strong identity”.
“They are an identity-borne company that has managed to track over time and position across platforms – without losing the legitimate identity and losing relevance to the market. We all know what Lego stands for, we know their identity and what they want. And that position is hard to copy. “
IUM also takes care of Lego, and CEO Heine Jørgensen is looking forward to seeing a Danish brand on the top 10 list:
“Lego has evolved over time. Digital content, Lego product interaction analogously and digitally, partnerships with other contemporary and relevant formats in the form of film releases like Harry Potter, Starwars, and Batman, and product lines like Duplo and Creator, which keeps Lego relevant to the consumer from child to adult. “
Travelcard rises (a little)
While Lego as consumer hunting is a well-known story, it will probably surprise anyone that the Danes have apparently been more mildly voted for Travel Cards. The company behind the storm-broken payment card has in any case risen from a minus to a somewhat smaller minus.
This explains Tobias Lassen Falkencrone with the same tendency as Mobilepay:
“It is technology that is available and which we use every day. They have managed to survive their childhood diseases and now stand as a stronger fire. “
Heine Jørgensen from IUM nevertheless believes that the road to the image to is very long for both Travel Cards and, for example, DSB.
“There is too much noise, controversy and perhaps also lack of meeting the needs of Danes, which must be solved. It’s a two-way need to travel from A to B – but a constant, efficient, user-friendly and agreeable solution has not yet been established. “