istock february 2016 BCBusiness 27
in our third annual ranking of b.c.'s top brands,
we shift the focus from love to influence–and the
results might surprise you
W
ho wants to be loved when you can have
inuence instead? Is it worth seeking both
love and inuence? Those are a couple of
the questions we asked this year as we
revamped our annual Most Loved Brands
in B.C. list to reect what we think is argu-
ably a more powerful ranking of B.C.'s top
brands. As Michael Rodenburgh, vice-
president for Western Canada for Ipsos, our research
partner, explains, "Brand love is highly correlated
with commercial activity and advertising." Inuence,
meanwhile, "is more reective of not only the relation-
ship that somebody has with a brand, but how much that
brand a„ects their life. It's a lot more about the impact."
Compare the love and inf luence rankings, found
on page 38. The list of B.C.'s most inuential brands is
dominated by institutional names—BC Hydro, Telus,
YVR, Fortis, ICBC—while the "love list" has more retail
types: Purdys, A&W, London Drugs. That makes sense,
given Rodenburgh's comment about impact: ICBC, loved
or not, has more impact on our lives than A&W, as much
as we might love that storied burger joint.
B.C.'s
most
InfluentIal
Brands
On LOVE
Influence
♥
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