Subway Leads P&G for Gold, Red Bull vs. GE for Silver, McDonald’s Falters
Terra Cotta Medals Introduced
Sochi Olympics Week Two, February, 2014 Austin, Texas — After the first full week of the Sochi Winter Games, the marketing medal count finalized with the competition between and among the official sponsors and the Non-affiliated Marketers (NAM) is tight, according to the Global Language Monitor. Some highlights include Subway leading P&G for the Gold, Red Bull contending with GE for Silver, and McDonald’s apparently faltering thus far. The complete details are shown in the charts below.
Also, since no one can be eliminated from the Games once they begin, GLM has introduced the Terra Cotta medal in addition to the traditional Gold, Silver, and Bronze. In the Ancient world, Terra Cotta was considered the least valuable material for permanence (after gold, silver, and bronze).
The Terra Cotta Medal is depicted below.
“While the eyes of the world are focused on the athletes and the intense struggle on the ice and snow in Sochi, the eyes of the marketing world are keenly aware of the battle being waged for the billions of dollars in brand equity for being associated with the Winter Games.” said Paul JJ Payack, President and Chief Word Analyst, the Global Language Monitor.
Some highlights from the longitudinal study:
P&G has had an extraordinary Olympics thus far and will be in serious contention for the overall Gold.
Coke has a towering lead over McDonald’s, more a testament to Coke improving and Mickey D’s essentially treading water.
Rolex has improved , in terms of BAI from 6.1 in London to 144.23 today.
Red Bull leads the pack in the for Silver contenders. After all, if you jump from a Space Capsule to Earth, you’re must be affiliated with Red Bull.
GE and Siemens are neck-and-neck; Siemens moved down two spots, while GE was up four.
Unilever sits comfortably at No. 9, up one from last week.
Great commercials are bringing home the fact GE is (a lot) more than light bulbs.
Dow (No. 13) is up 2 this week, while DuPont (No.14) is down 2.
IBM Global Services and Atos Origin come in at No. 19 and 21, however they are both B-to-B plays and as long as they connect to the right people.
Omega deserves a higher profile; though they are on the screen for key moments of every competition, they are down in Terra Cotta territory.
Finally, Where is Nike? They are ready to pounce, but no pouncing evidenced thus far.
Sochi Olympics Week One, February, 2014 Austin, Texas — The first stage of the Sochi Olympics Marketing race is in the books. And thus far the Non-affiliated Marketers are making their impact felt.
In the early the first stage of the two-week long event, the Non-affiliated Marketers (or Ambush Marketers) are leading the TOP Sponsors by GLM’s Brand Affiliation Index (BAI) by a significant margin in a number of measures.
“Though not as prestigious as the games on the field, in the snow, and on the ice, the Ambush Marketing Race can mean billions in profits for the winners, and uncontrollable value leaks to the losers,” said Paul JJ Payack, president and Chief Word Analyst of the Global Language Monitor.
The ten TOP Sochi Sponsors are Atos Origin, Coca-Cola, Dow, GE, McDonald’s, Omega, P&G, Panasonic, Samsung, and Visa Card.
The eleven Non-affiliated (or Ambush Marketers) are Adidas, DuPont, IBM Global Services, Nike, Pepsi, Philips, Red Bull, Rolex, Siemens, Starbucks, Subway, and Unilever.
Some of these organizations compete head-to-head with the Top Sponsors, such as IBM Global Services (vs. Atos Origin), Pepsi and Red Bull (vs. Coca-Cola), DuPont (vs. Dow Chemical), Royal Philips (vs. General Electric), while others simply co-opt the Olympic brand equity to their own particular advantage.
The Global Language Monitor uses proprietary algorithmic services to perform brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers.
The higher the BAI (Brand Affiliation Index) the closer the brand affiliation with the primary brand, in this case the Sochi Winter Olympics.Of course, not all Ambush Marketers plan to steal the Olympic glow from their competitors, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad.
Therefore, GLM uses the term Non-affiliated Marketers (NAM) for those, like Starbucks, who seem to engender a false impression of Olympic sponsorship, our research shows, because of their immense size, health-oriented menu, and image of busy, successful people dashing in and out.Nike, for example, is proud of its Ambush Marketing ‘stunts’ such as the ‘Yellow-Green Neon Shoe’ escapade in London 2012. and the record backs them up.. Twenty months after its stunt in London, it still is ranks higher than the BAI of three IOC Partners..
Subway, in turn, leads all Sochi Marketers with its unbridled, and some say outrageous athlete-focused commercials. As you see in the along side chart, six of the top ten and eleven of the top 20 marketers fit into the NAM category. (You can see that Red Bull is firmly ensconced in the top ten.
Over the last four Olympics, the Global Language Monitor has been using its Brand Affiliation Index and NarrativeTracker technology to measure the relationship of the official Sponsors and their competitors to the various Olympics brands. This is a longitudinal study that reaches back to the Beijing Summer Games in 2008. The names of the sponsors change rarely, but the non-affiliated competitors remain a core group with others that come on to the Olympic platform for but a cycle or two. GLM has found that there are many misconceptions continue to persist despite the evidence.
One of these misconceptions is that ambush marketing ‘stunts’ are wildly successful, such as Nike’s green shoe stunt in London. The Data say yes-and-no. The stunt made quite an impression for a week or two, and the lingering value can be seen in the Sochi Leaders by BAI chart. In the along side chart, you see that Nike has a current BAI of 26.30; immediately after the London stunt it measured 120.5.
The Difference between New York and Paris was 0.05% And No. 4? Los Angeles! Yes, LA. February Fashion Weeks, 2014 New York and Austin, Texas — New York was reclaimed the title of the Top Global Fashion Capital from London, which had held the tile for 2011 and 2012. Paris, which also won the title of the Top Global Fashion Capital for Haute Couture, finished in the No. 2 spot overall. New York and Paris were separated by 0.05%, the closest in the 10-year history of the Global Language Monitor’s survey. In another development, Los Angeles moved into the esteemed Big Four status, moving up five spots from 2012.
Coming Later in 2014: The Global Fashion Capital Institute
. The rest of the Top Ten included: Barcelona, Rome, Berlin, Sydney, Antwerp, and Shanghai. Berlin solidified its position, while Antwerp completed it steady climb, Sydney had a triumphal return, and Shanghai returns to what many consider its rightful place in the Top Ten. Asia was well represented with Tokyo (11), Singapore (19), and Hong Kong (20) in the Top Twenty. “New York City has, indeed, earned its Top Global Fashion Capital ranking through its disciplined, methodical yet creative approach to its fashion industry.” said Bekka Payack, New York-based Fashion Director for The Global Language Monitor.
“Paris, with the Top Haute Couture ranking, of course has a centuries-long heritage, having invented the very concept, also scored highly in the pret-a-porter category. This year’s rankings also demonstrate the creative energy that is emerging worldwide in terms of fashion as a jobs, income and wealth generator, not to mention the prestige associated with exporting your fashion sense to the world.”
No. 3 Ronald Reagan, No. 4 Princess Diana, No. 5 Michael Jackson, No. 6 Mother Teresa
Lady Thatcher Does Not Make the Cut
Ranked by TrendTopper Internet MediaBuzz
Austin, TX January, 2014 – In an exclusive analysis performed by the Global Language Monitor, the death of Nelson Mandela has topped those of all global influencers since 1997 with the exception of Pope John II, back in 2005.
“The emergence of Nelson Mandela into the No. 2 position is a testimony to the universal appeal of the man and his ideals,” said Paul JJ Payack, president and the Chief Word Analyst of GLM, “especially in a time when superficialities such as ‘twerking’ and the taking of so-called ‘selfies,’ seem to monopolize the airways in all their many forms.”
The re-emergence of John Paul II into the top spot also is seen by some as a worthy tribute to a man who helped end Communism’s grip over Eastern Europe and beyond. The legacy of Ronald Reagan presidency is viewed as transformational by both US political parties which can account for his continued high regard.
Nelson Mandela took the No. 2 spot, ahead of Ronald Reagan (2004), Princess Diana (1997), the mother of the future line of British Monarchy, including Prince William, his wife Kate and their new son, George, Michael Jackson (2009) the entertainment icon, Mother Teresa (1997).
Lady Thatcher, the long-serving British Prime Minister who died last April just missed the survey cutoff. Read more
Toxic Politics is the Top Phrase, and Pope Francis the Top Name
Documenting 2013 by English-language word usage
Global Language Monitor’s 14th Annual Survey of Global English
Number of Words in the English Language: 1,025,109.8 (January 1, 2014 estimate)
OK is most understood word in the world, again.
AUSTIN, Texas November 6, 2013 – The Global Language Monitor has announced that ‘404’ is the Top Word, ‘Toxic Politics’ the Top Phrase and Pope Francis the Top Name of 2013 in its 14th annual global survey of the English language.404 was followed by fail, hashtag, @pontifex, and the Optic. Rounding out the top ten were surveillance, drones, deficit, sequestration, and emancipate.404 is the near-universal numeric code for failure on the global Internet, augmenting its original use as ‘page not found’. The single word fail is often used together with 404 to signify complete failure of an effort, project, or endeavor.
“404 has gained enormous attention the world over this year as systems in place since World War II, which many see as the beginning of the contemporary era, are in distress or even failure.” said Paul JJ Payack, President and Chief Word Analyst of the Global Language Monitor.
“The recent ObamaCare launch debacle in the US is only a representative example of a much wider system fail, from the political deadlock in the US Government, to the decline of the dollar, to the global web of intrigue and surveillance by the NSA, to the uncertainty regarding the European Union, and the on-going integration of China and other rising powers, such as India and Brazil into the global economic system.
Our top words, phrases and names this year represent some five continents, which continues to confirm the ever-expanding nature of the English language.”
The GLM Word, Phrase, and Names of the Year lists provide a history of each year since 2000 through English-language word usage.
The Top Words of 2013 follow Rank / Word / Comments
404 – The near-universal numeric code for failure on the global Internet.
Fail — The single word fail, often used as a complete sentence (Fail!) to signify failure of an effort, project, or endeavor.
Hashtag – The ‘number sign” and ‘pound sign’ reborn as the all-powerful Twitter hashtag.
@Pontifex — The Hashage of the ever-more popular Pope Franciscus (Francis).
The Optic — The ‘optic’ is threatening to overtake ‘the narrative’ as the Narrative overtook rational discourse. Does not bode well for an informed political discussion.
Surveillance — The revelation of the unprecedented extent of spying by the NSA into lives of ordinary citizens to the leaders of the closest allies of the US.
Drones – Unmanned aerial vehicles (UAV) that are piloted remotely or by on-board computers used for killing scores or even hundreds of those considered enemy combatants of the US.
Deficit — Looks like deficit-spending will plague Western democracies for at least the next decade. Note to economists of all stripes: reducing the rate of increase of deficit spending still increases the deficit.
Sequestration – Middle English sequestren, from Old French, from Latin sequestrare, to hide away or isolate or to give up for safekeeping.
Emancipate — Grows in importance as worldwide more women and children are enslaved in various forms of involuntary servitude. Read more
Global Language Monitor provides a suite of analytic capabilities that directly address the concerns of the Healthcare Market
Tracking Trends with NarrativeTracking’s Predictive Process Intelligence
Measuring productivity in the Service Sector carries a customer perception component. The ability to track trends in public discourse is key to service-sector productivity
NarrativeTracker provides Internet-driven, Big Data, monitoring and social media numerical analytics along with relevant metrics
Predictive Process Intelligence with NarrativeTracker can detect inefficiency in any transaction-rich environment
Government (e.g., the VA)
Detecting inefficiency can help uncover fraud and waste.
HealthCare’s ability to pay for itself with a 4% productivity increase
Though gains in productivity, and cuts in fraud and waste (documented by PWC)
HealthCare NarrativeTracker has successfully projected the trajectory of HealthCare narrative
NarrativeTracker’s trending ability of the HealthCare narrative is well documented
Gaming of the system
Resistance to mandate
Steadily rising costs
In the near future, Predictive Process Intelligence (PPI) has the ability to become a Leading Economic Indicator
You Read it First on The Hill!
Healthcare NTI™ (NarrativeTracker Index™) is the first social media tracking tool designed to monitor public opinions on healthcare. Because the Healthcare NTI is based on the national (or regional or, even local) discourse – in real time, it provides a more accurate picture of what the public is actually thinking, on any topic, at any point in time.
NarrativeTracker Index™ to provide policy-makers unbiased public opinion on Healthcare Reform or any other topic.
Dallas and Austin, Texas, May 12, 2010 – Today, OpenConnect, an innovator in defining and improving process efficiency,and The Global Language Monitor ( GLM ), the media analytics company, announced the joint launch of the Healthcare NarrativeTracker Index™ ( NTI™ ), the first product specifically designed to use social media-based monitoring to better understand the issues driving healthcare reform.Because the Healthcare NTI is based on the national discourse, it provides a real-time, accurate picture of what the public is saying about any topic related to healthcare, at any point in time. In addition to the NTI, the Narrative Tracker Arc™ follows the rise and fall of sub-stories within the main narrative to provide a comprehensive overview of the opinions surrounding a single issue.
The ‘narrative’ refers to the stream of public opinion captured by blogs and other social media outlets on the Internet. The rise of the narrative actually renders positions on the issues almost meaningless, since positions now matter less than how they fit into a particular narrative.
“Just as the OpenConnect Comprehend solution provides an unprecedented view into a company’s workflows looking for process variations that drive inefficiency and waste, NTI tracks the ‘narrative’ of a subject, as well as projecting future trajectories for the narrative,” said Edward ML Peters, CEO of OpenConnect.
The result has several advantages over traditional polls:
1 ) Immediacy
2 ) The lack of any bias that tends to creep into traditional polling, e.g., when individuals answer questions with what they think are the ‘correct’ answers rather than their true opinions.
3 ) NTI lets policy and decision makers focus on the true issues driving perceptions and concerns rather than being driven by false and phantom concepts.
In addition, the Narrative Tracker Arc™ follows the rise and fall of sub-stories within the main narrative.
“The goal of influencers, whether it’s the media, advertisers or politicians, is to spin news so that it resonates best with their target audience,” said Paul JJ Payack, President and Chief Word Analyst of GLM. NTI is more effective in capturing the true opinion of the public because it tracks unfiltered keywords in Social Media and other sources, rather than how that opinion is interpreted by the news media or by pollsters.”
The NTI is based on the GLM’s Predictive Quantities Indicator™ ( PQI™ ). The PQI tracks the frequency of words and phrases in global print and electronic media on the Internet, throughout the Blogosphere and other social media outlets as well as accessing proprietary databases. The PQI is a weighted index that factors in long-term trends, short-term changes, momentum, and velocity.
The Healthcare NTI will be released on a monthly basis beginning Thursday, May 13, 2010. The first analysis details the various narratives surrounding Massachusetts Healthcare reform, a healthcare model which has been adopted in the Patient Protection and Affordable Care Act, more commonly known as the national healthcare reform bill.
About Open Connect
OpenConnect business process discovery and analytics deliver event-driven intelligence to automatically discover workforce, process and customer variations that hinder operational efficiency. Armed with this information, executives can make the quick and incremental improvements that will increase process efficiency, improve employee productivity, reduce cost, and raise profitability. With a rich history of developing innovative technology, OpenConnect products are distributed in more than 60 countries and used by more than 60 percent of Fortune 100 companies. For more information on OpenConnect, visit www.oc.com.
About The Global Language Monitor
Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices, and their impact on the various aspects of culture, with a particular emphasis upon Global English.
Since 2003, GLM has launched a number of innovative products and services monitoring the Internet, the Blogosphere, Social Media as well as the Top 275,000 print and electronic media sites.
AUSTIN, Texas Holiday Weekend (Nov. 29 – Dec. 1, 2013) — The Global Language Monitor has announced its first annual Top 50 Global Business Buzzwords, a global survey.
Top 50 Global Business Buzzwords of 2013 represent some six continents, which continues to confirm the ever-expanding nature of the English language.”
Methodology: GLM’s Word of the Year and Business Buzzwords of the Year rankings are based upon actual word usage throughout the English-speaking world, which now numbers more than 1.83 billion people. To qualify for these lists, the words, names, and phrases must be found globally, have a minimum of 25,000 citations. and the requisite ‘depth’ and ‘breadth’ of usage. Depth is here defined as appearing in various forms of media; breadth that they must appear world-over, not limited to a particular profession or social group or geography.
GLM employs its NarrativeTracker technologies for global Internet and social media analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic, at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 375,000 print and electronic global media, as well as new social media sources as they emerge.
The Top Business Buzzwords of 2013 follow Rank / Word / Comments
Content — Far and away the No. 1 BizBuzz leader
Social Media — Reality: Social media impacts less than 15% of the Web
Sustainability – No. 1 Word in 2007; have been rising in BizBuzz every year
Transparency – Remains a goal far from corporate reality
Literally – Principally used in non-literal situation, eg, Literally, “an explosion of laughter”
Guru – Someone moderately skilled in a subject or particular field (cf ‘rocket scientist’ or ‘brain surgeon’)
Utilize (rather than use) – Please deflate the diction and utilize the word ‘use’
Robust – Applies to oh-so-many products: software, tablets (computer and otherwise), coffee, perfume, mileage, and hundreds of others
Ping — High tech lingo seeping into the mainstream; now it means ‘get back to you’. Originally, a tool to send message packres to a network address to measure the time & quality of the response.
Big Data — Soon Human Knowledge will be doubling every second. ’Big’ does not begin to describe what’s coming at us.
Any noun used as a verb – to concept. to ballpark, and the like ….
Seamless – Seldom actually seamless (Cf Obamacare website), often merely ‘seemless’ or meaningless
Moving Forward — From the results of those countless ‘moving forwards’, moving sideways might be more appropriate
The Cloud — Everything (and every one) now apparently ‘lives in the cloud’ though networking clouds pre-date the web by a decade or two
Offline – ‘I’ll be offline’. The statement is meaningless unless one includes cell phones, tablets,smarty TVs, not to mention all atomic clocks.
Bandwidth – Measurement of electronic communications devices to send and receive information with upper and lower limits
New paradigm – Revolutionary new ideas that change the then-existing worldview; think Copernicus, think Newton, think Einstein, most definitely not your next product
Synergy – The interaction of two efforts that result in a greater return than the sum of the two
At-the-end-of-the-day — More likely the end of the quarter or fiscal year
Win-Win — Much more positive than tie-tie or lose-lose
Game changer – A step below a paradigm-shift but exaggeration nonetheless
Pro-active – Evidently better than amateur-active
Rock Star – What’s the hierarchy among Guru, Rocket Scientist, Brain Surgeon, and Rock Star?
30,000 ft level – Let’s decide if we are viewing the topic from the 30,000-, 40,000-, or 100,000 ft level. Airlines actually fly at a 35,000 ft cruise level
Out-of-the-Box (experience) – OOBE is number 25 on the list of TrendTopper
Resonate – produce or be filled with a deep, full, reverberating sound, belief or emotion
Monetize – The attempt to transmute Internet lead into gold.
Double Down – To double an investment in an already risky proposition
Deliverable – An output, product, result, or outcome; a term of great flexibility.
110% — We believe it’s time to synchronize the exertion scale. As a hiring manager how do you compare 110% from an Ivy school with an exertion level of 130% from the Big Ten?
Multi-task – Swapping in and out of tasks quickly is the key to multi-tasking not doing many things as once which actually decreases productivity (as imagined by Dave Nelson and other tech industries in the 1970s).
Rocket science – One step up (or down) from a guru; equivalent to a Brain surgeon).
Ballpark – Another name for a ‘guesstimate’.
Flounder – In history a fish found plentifully off the coast of New England, while a ship might ‘founder’ along it’s rocky coastline. Over time the act of foundering became collated with the fish. Your grasp of the language is telegraphed by this confusion.
As if it was — As if it were, please. You know, conditional voice.
In the Cloud — Yes, dwelling within the Cloud merits a special mention.
Net-Net – Consider a sportswriter for the Brooklyn Nets basketball team: “The net-net for the Nets was the netting of the final shot.”
Value-add – P+E+VA, where Product (is P) + Enhancement (is Ε ), and Value add (is VA)
Future proof – In reality an impossible feat because it assumes you are cognizant of future events , in Marketing, just another day of concepting.
Glass is half-full – Since 90% of new companies (and new products) fail, it might be better to adjust this cliché to: “Is the glass 1/10th full or 90% empty?”
Face time – Before it was a product, it was a meeting with a C-Level executive.
Re-purpose – Finding a new use for an old ‘solution. Unfortunately anything thing can be re-purposed ,including your job (or yourself).
Brain surgery – One step up (or down) from a guru; equivalent to a Rocket Scientist.
Rock-and-a-hard-place – A supposedly intractable situation though it usually gets back on track
Bleeding edge – Leading edge of the leading edge
Quick-and-dirty – Cited tens of thousands of times; we prefer ‘quick-and-clean’
Push the envelope – A phrase few actually understand; Originally a descriptor of breaking through the sound barrier by X-Series Test Pilots (e.g., X-15)
Touch base – Another baseball allusion: if you don’t actually touch the base you are ‘called out’. Cf Cricket allusions, such as using ‘sticky wicket ‘ for a quandary.
Herding cats – Used in high tech circles for several decades regarding controlling headstrong engineers, a seemingly improbable task.
Low-hanging fruit – Easy pickin’s for the sales force; unfortunately, obsolete since 2008
About The Global Language Monitor
Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English.