The mumbojumbo brand awards


As time passes by, I’ve been struggling to find new themes to blog about without being redundant. As I mentioned before, branding is as simple as it comes. Therefore I believe the point has been made. That doesn’t mean the blog is over. My pride is on the line, and I will – if only for my own satisfaction – continue sharing with you some mumbojumbo about brands.

Meanwhile, given that we are wrapping up the most important month in award ceremonies, I decided to grant my own branding accolades.


Drum roll please…

The brand that is growing too fast to figure out its identity: FACEBOOK

The brand that is fully grown yet hasn’t figured out its identity: PEPSI COLA (or is it Pecsi?)

The brand that grew and grew and grew and still remained authentic: NAT GEO

The brand that has nine lives: ATT (Or is it Cingular?)

The brand with the least character: HONDA (Blah!)

The brand with the most character (one you either love or hate): SARAH PALIN

The brand with the most consistent personality: JET BLUE

The brand with the best performance: BMW

The brand that got lost in the clutter: AQUAFRESH (Remember when it stood out?)

The brand that was supported by its products in spite of its deficient branding: SONY

The brand that was supported by its brand in spite of its deficient products: MERCEDES BENZ

The brand that survived its products: TIME LIFE

The timeless brand: PATEK PHILIPPE

The brand position with the most unused mileage: ZOOM ZOOM MAZDA

The brand position with the most used mileage: ENJOY COCA-COLA

The brand that ascended to the top and then tumbled: STARBUCKS

The brand that snuck to the top without anyone noticing: CAFE DE COLOMBIA (Ranked one of the top 10…who knew?)

The umbrella brand that is covering the most products: DISNEY (aka license king)

The umbrella brand that could have covered the most products and didn’t: OBAMA

The brand that was forged by playing hard to get: ROLEX

The brand that was forged by playing easy to get: MCDONALD’S

The man that became a brand: TRUMP (the Donald…)

The woman that became a brand: MARTHA STEWART

And now a message from the master of ceremonies:

You out there whose heads are filled with branding questions and topic ideas, why not share? I promise to do my part and respond, so we can both keep a good thing going.


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March 12th, 2010 13 Comments Advertising / Advertising Awards / Awards / Branding / Branding Blogging / Branding Education / Branding Marketing / Marketing Awards / Pop Culture

  1. Sonny


    March 12th, 2010 //
  2. ftpmumbojumbo

    Thanks Sonny!

    March 12th, 2010 //
  3. Sandra B

    great list! I agree with the Obama award, but I think the reason didn’t cover more products is because people trust the Brand character from the beginning and extended advertising was not needed there. Although, who will get the profit at the end?

    March 12th, 2010 //
  4. ftpmumbojumbo

    Hi Sandra, thanks for participating. I am glad you like the list. With it’s little humor including OBAMA.

    To answer your question, the line extensions of an umbrella brand are the result, as you say, of the credibility or trust the brand has in a particular category. in the case of Disney, they used their brand to build an entire creative empire that via its characters that can cover almost any category.

    I believe that the key is that the brand values are so clear in the minds of the Disney team that it guides the creation of the characters making them successful. Not the other ways around. Or to explain it in a simple way: the characters are not successful because they are endorsed by the Disney brand but because they respond to the Disney brand, two very different things!

    March 12th, 2010 //
  5. Valerie Berman

    The non-profit brand with the biggest heart: Fútbol Con Corazón
    The agency brand with the biggest heart: R

    March 12th, 2010 //
  6. Armando Puertas

    Great entry! Though I do think that “the man that became a brand” award should have gone to Stephen Colbert.

    March 17th, 2010 //
  7. ftpmumbojumbo

    Thank you Mr. Puertas. I like the nomination of Steve Colbert for next years awards. I don’t think he is ready for just yet. His brand is powerful as a comedian, an author and a personality, but I am not sure we are ready to buy “Colbert irreverent soaps”…… like we buy Trump Prime Steaks!

    March 17th, 2010 //
  8. Fenomenoide

    Hi BMJ, how about Apple? Shouldn’t we have a spot for this magnificent brand on on your list?
    We could call it the award for the “most” satisfied costumers…..
    How about google?

    great blog.


    March 18th, 2010 //
  9. Salmon TE.

    Possible topics for entries:
    Full blown Campaigns VS. Guerilla type. Which brands or products should do which?
    Brand as a way to eliminate racism (all forms of it)
    Haiti earthquake relieve campaign. (Red cross + Mobile WOW!)

    Hope this helps.


    March 18th, 2010 //
  10. BR

    I have to agree with Ester on this one.

    The only thing Colbert has done in terms of expanding his brand beyond his show (including the promotional items) is a a Colbert brand of ice cream from Ben & Jerry’s “Americone Dream”…a start but not there quite yet in terms of a brand.

    The Donald has put his brand on steaks, ties, buildings, shirts, a university, hotels, golf clubs, vodka, beauty pageants, vitamins etc. and the spearhead of all of them is his brand and his brand only.

    March 18th, 2010 //
  11. ftpmumbojumbo

    You are right Fenomenoide. Apple deserved and award, actually a grand prize!!!!. I will make sure is in next years list!

    March 18th, 2010 //
  12. MiaBog

    Apple could be the brand that came back from the dead.
    Cingular the brand that was on top and died.

    Google is the simplest brand…a logo and a homepage (

    March 18th, 2010 //
  13. ftpmumbojumbo

    Salmon, FYI I am working on the branding and racism blog (coming soon)

    April 13th, 2010 //

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