How many PC users does it take to guess that Apple is the world's most loved brand on social media? None, because that's obvious. But this list of the world's least loved brands is a little more perplexing. While Apple is predictably joined by the likes of JetBlue and Starbucks in the most liked group, we're puzzled as to why Kraft made the naughty list. Why? Its famous mac is simply "pasta" combined with "cheese" and "cooking." What's not to love? (Hint: Genetically engineered foods).
Based on reader reaction, we sort of expected to see Ugg somewhere on there, whether on top or in the bottom five, but no dice. Guess the fuzzy boots are still alt enough to come out above auto manufacturers (Mitsubishi was number one on the least loved list) and fast-food delivery pizza.
Compiled by research agency The Dachis Group at the behest of Business Insider, this roundup features the companies who've gained or lost the most ground on social platforms in 2012 based on a number of factors — and, apparently, most come as no surprise to advertising pros. It's interesting not only for the laughs at the expense of unpopular brands but also for its ability to take the pulse of a people based on nothing but clicks and comments. Don Draper would kill for this intel!
Photo: Courtesy of Kraft.