Avenue A | Razorfish Unveils Top 10 Digital Brands

In a previous blog post, I mentioned that my Avenue A | Razorfish colleague Joe Crump was going to discuss “Digital Darwinism” at the Cannes International Advertising Festival on June 21. Today I’m making available to you his final presentation courtesy of SlideShare. Make sure you check out the top 10 digital brands, which Joe unveiled at Cannes using the Avenue A | Razorfish proprietary Brand Genes Scoreboard:

1. Google

2. Apple

3. YouTube

4. Flickr

5. Netflix

6. Nike

6. eBay


9. Coca-Cola

10. Mercedes

These brands scored the highest when we measured them against atributes like immersion (how easy it is for a consumer to become engaged with your digital home), social (whether a consumer finds your brand worth sharing), and adaptive (how well a brand responds to a consumer’s digital environment), among other qualities. By contrast, the Interbrand top brands are as follows:

1. Coca-Cola

2. Mercedes

3. General Electric

4. Nokia

5. Microsoft

6. IBM

7. Disney

8. McDonald’s

9. Toyota

10. Intel

Coca-Cola and Mercedes are the only two Interbrand top brands that make the Avenue A | Razorfish top 10 list. So . . . do you agree or disagree with Avenue A | Razorfish? For more reading on Digital Darwinism, go here.

3 thoughts on “Avenue A | Razorfish Unveils Top 10 Digital Brands

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  2. I\’m surprised not to see Amazon in the top ten digital brands. I\’d have thought they were far more pertinent to the online community than Mercedes which is a luxury brand.

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