Dinner guests should be trustworthy, reliable, responsive and appealing – just like brands that want to be among consumers’ most adored business identities.
These traits, coupled with the relationship that may develop, explain why Britons would invite the brands Citizens Advice, Nokia and Churchill as their first three guests to their party.
Nationwide, Standard Life, Thomas Cook and British Airways would also be within the top ten branded dinner guests that adults aged 18-35 would most like to host at an evening banquet.
However, overall, the bigger the business the more likely Britons are to distrust it – evidenced by one third saying a large outfit would fail to return a lost item.
Thames Water emerged as the branded dinner guest most likely to be a no-show, alongside other unpopular brands including The Home Office, HM Customs & Excise and Ryanair.
Most Britons feel they are treated like adults by organisations and brands, while 41% feel patronised or insulted by their marketing messages.
More than one in ten felt so negatively about a particular brand showing up at their dinner party, that they would cancel the entire occasion, regardless of the other invites.
Seven out of ten said their branded guests would show up, indicating a strong level of trust, but surprisingly, only a third expected any of the brands to care or take a direct interest in their life.
Local councils, the Department of Trade and Industry and Npower, the energy provider, were voted as the most despised branded guests to cook dinner for.
The survey, which polled 1,400 people on their brand perceptions, was commissioned and carried out by 35 Communications, a creative agency.
Jul 4, 2007
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