The Salience Trap: Why America’s Biggest Brands Might Be in Trouble
To be known is one thing. To be preferred? That’s a whole different ballgame. Gordon Young shines a spotlight on a pressing issue confronting the world’s most valuable brands today.
Is Bigger Always Better?
They say you can’t be too big, but recent findings from the Kantar BrandZ Global Top 100 report suggest that some of America’s most prominent brands are starting to test that theory.
The Staggering Numbers
Let’s start with the numbers, shall we? The usual suspects—Apple, Microsoft, Nvidia, Amazon, and Google—collectively represent more than half of the brand value in the U.S. top 50. Apple alone boasts a staggering valuation of $1.3 trillion, surpassing the entire BrandZ Top 100’s worth back in 2006.
When Visibility Equals Vulnerability
However, as we’ve learned time and again, size doesn’t equate to resilience. Martin Guerrera, Kantar’s global head of BrandZ, presented a quiet yet ominous warning at the 20th Anniversary BrandZ Dinner in New York. His message? While some brands may dominate the visibility contest, they are perilously close to losing their core identity.
“Even for the U.S.’s most valuable brands, their meaningful difference has been eroded,” Guerrera stated. “All those brands are known for really is their salience.”
What is Salience?
For those who haven’t been immersed in marketing workshops, salience refers to the immediate recognition a brand garners. It’s the name that springs to mind first when you think of phones, burgers, or next-day delivery. While such top-of-mind awareness is an asset, it doesn’t equate to being preferred, loved, or truly chosen.
The Dangers of Fame Without Substance
Guerrera’s concern is unmistakable: many of today’s biggest brands are coasting on their fame alone. They are well-known, but seriously lacking in meaningful differentiation. This is problematic, especially since many top brands that once led with innovation, relevance, or emotional connection are now merely recognizable names.
Although over two-thirds of the top 50 U.S. brands still command a price premium—far exceeding the mere 27% of U.S. brands overall—Guerrera warns that this pricing power increasingly stems from brand recognition rather than brand strength. In essence, they’re massive but fragile.
A Cautionary Tale: Brands that Fell from Grace
This sense of overconfidence could easily mirror the stories of Nokia and Kodak. They were once household names, yet their products disappeared from shopping lists.
Guerrera’s broader message is one that should resonate in every boardroom: brand equity is indispensable. Being famous alone simply doesn’t cut it.
“Brand equity is a superpower,” he asserted, and for once, it was a statement devoid of irony.
The Bottom Line: Altitude vs. Safety
Yes, some brands seem to be soaring high at the moment. But don’t confuse altitude with safety. While salience may keep them at the forefront of consumer conversations, it’s true meaning and differentiation that sustain them in business.
Still skeptical? I found an old BlackBerry lurking in my sock drawer as a testament to this principle.
For more insights on branding, check out The Drum.
In this rapidly changing market landscape, strategies that emphasize innovation and meaningful connections will outlast those merely resting on their laurels of recognition. Stay ahead, stay relevant—and most importantly, stay meaningful.
