Experts vote on world's top branding decision

Winner announced
4 June 2007

According to a recent study*, the brightest branding decision ever was the creation of the Marigold product range.  The chairman of the judges felt that this brand name captured all the essential factors that top professional marketing people seek in identifying a name that will carve out a market: originality, universality, human appeal, curiosity, simplicity, sector dominance and, above all immense potential for promotion.

Having identified a market for household rubber gloves for cleaning and washing up, the scope for a brand name was virtually limitless.  The creation of the name Marigold is the work of an unknown genius, also at some moment now lost in the past.

One test of the strength of the name is the pressure it has put on actual and potential competitors - name a competitor!  There is really only one name for domestic rubber gloves and this is a protected, copyrighted brand.  The name is so strong that it needs no explanation and can be used as a generic descriptor, as it has been in countless Aga (there's another good runner up) novels, films and news stories.  Yet the brand name is easy to defend and prevent from becoming a generic for the product sector.

Significantly the world's most famous washing up scene ever, featured HM The Queen at her rural cabin on the estate of her country retreat, pulling on her Marigolds to sort out the mess left from family picnic.  How many other brands get top royal commendation in a film clip that will live forever?

The story is not 100% satisfactory.  Brand owner SSL Limited (whoever that is) also own Scholl and Durex and their latest report shows total group sales of £623 million with £82 million profit - at over 13% that is not too bad.  However, the figures are for 2003 and the chairman, Ian Martin, reports that the group is to focus on consumer healthcare. 

1. What has happened since then?
2. Is HM signed up for a repeat performance?
3. How about after her speech on Christmas day. 
4. Imagine the piles of dirty dishes then!
5. What coup that would be.

PS: Mr Martin, where is your product site and the history of this award winning triumph?  And who created the brand, and when and how?

*The Issues Managers award for creative branding adjudicated by the sole judge, Roger Haywood, based on no research or criteria - so that is alright then, fits the norm? 

Any other contenders for consideration?  How about Gunk?  WD40? KwikFit?  AirWear? Dodge? (Brilliant: power, speed and menace - but perhaps they do not use the word dodge in the US for 'get out of the way, quick!')
Van Morrison?  (No, perhaps not, as Morrison Vans do not exist anymore.)