Editor’s Note: Earning Respect

A couple of months ago, I wrote that as much as I appreciated the convenience and value of Amazons many services, I and others in the region would feel better about the company if we had the sense that Amazon was out to make the world a better place, whether through more civic engagement or a greater commitment to sustainability. Take a page from Costco, I suggested.

Well, it seems I underestimated the seductive power of Amazon.

In a recent survey of 1,500 people in Washington and Oregon conducted by our partner, Ipsos, a global market research leader, respondents overwhelmingly chose Amazon as the brand they loved best. Respondents gave the company top marks as the most unique and best quality brand. Amazon was also the brand they most identified with and whose products they would be proudest to buy.

Costco trounced Amazon in the category of most socially responsible brand, but it came in second overall among the Pacific Northwests most loved brands. That Alaska Airlines and Starbucks were fourth and fifth should come as no surprise. What might seem unexpected, however, is Microsofts ranking in third place in the most loved category. It even beat Amazon among the brands perceived to be most innovative.

Perhaps Microsofts strong showing, in spite of its well-publicized struggle with mobile phone and Windows sales, is a reflection of the extent to which this company, once arrogant and aloof, has now woven itself into the fabric of the community.

Its no surprise that the Bill & Melinda Gates Foundation was chosen the most socially responsible brand, but some people might be taken aback to learn Northwesterners rated the
Seahawks and the Mariners higher than either the Gates Foundation or Starbucks in terms of positive contribution to the Pacific Northwest and higher in the most loved category than Nordstrom or REI.

I would have expected Bartell Drugs, Pemco, Group Health, Expedia and Zillow to have made stronger showings. But as author Nika Kabiri, a UW alumna with a doctorate in sociology, explains in our cover story, while having a high-quality product or service is necessary to be considered a strong brand, its equally important for the consumer to have frequent, positive interactions with that brand. Amazon has an advantage there because many people across the age and geographic spectrum go regularly to Amazon.com to make purchases, and increasingly to listen to music and watch videos.

While Pemco, also featured in this issue (page 21), has gotten a lot of mileage through its Like you, were a little different advertising campaign that established it as a distinctly Northwest brand, most consumers dont have a reason to interact regularly with an insurance company. Zulily, also featured this month (page 34), has a strong brand, but its limited to a relatively narrow niche: moms who buy clothes for their children. Zulily shows up in the survey along with Uwajimaya for the uniqueness of its offerings.

Perhaps whats most notable about the top 20 most loved brands on our list is the large number that would score well even on a national survey of consumer sentiment. Check out the story on page 28 and see for yourself.

Leslie Helm
Executive Editor
[email protected]