1990s Digital Brands Outrank Social Media Brands In Forrester's TRUE Brand Rankings

Despite a recent lackluster earnings call, there’s a bright spot on the horizon for Yahoo CEO Marissa Mayer. Forrester’s latest TRUE brand compass research shows a reservoir of consumer goodwill for the struggling brand. 

In August 2013, Forrester conducted Consumer Technographics® research with 4,551 US online adults to uncover the drivers of a successful 21st-century media brand. This research is part of Forrester’s TRUE brand compass framework, designed to identify which brands are winning the battle for consumer mindshare and to help marketers build a brand that is trusted, remarkable, unmistakable, and essential (TRUE). This framework has two core components: 1) An overall TRUE brand compass ranking gives a snapshot of a brand’s resonance — the emotional connection a customer has with a brand, and 2) the TRUE brand compass scorecard reveals a brand’s progress along each of the four TRUE dimensions.  

The results showed a tale of two digital media eras and the importance of brand building in the digital world:

  • 1990s digital media brands reap the rewards of brand building investment. Established digital media brands from the late 1990s recognized the importance of building their brands with consumers. Yahoo was a TV ad mainstay for many years — “Do you Yahoo!” anyone? This early investment continues to pay off as, despite corporate turmoil, the Yahoo brand retains a reservoir of brand resonance with consumers. And the mighty Google, which was the only media brand surveyed to achieve trailblazer status, continues to invest in TV brand building ads.  
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The Google Vidyo Relationship - More Than Just Strange Bedfellows

Vidyo and Google are bringing video-enabled Google Hangouts to work as well as working to make video easier to use and more ubiquitious across the business and consumer landscapes.  While the early realtionship may have been seen as opportunistic, today's announcements indicate a longer term commitment to deliver software and cloud-based video solutions to iWorkers and consumers around the globe.

Vidyo has been the video component behind Google+ Hangouts for some time – just as Skyoe has been the video enabler for Facebook Video Chat.  Vidyo and Google have pushed the WebRTC standard to enable simpler video communications from a standards based browser interface, and Google is leveraging Vidyo SVC (Scalable Video Code) technology in VP9 for Chrome and other browsers. Vidyo and Google  are now taking two more steps together to   
                1. Deliver simple video conferencing in a bundle for business – ChromeBox for Meetings
                2. Enable interoperability between Google+ hangouts and other voice and video systems
                     with VidyoH2O for Google+ Hangouts


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