The “Brands We Love, Brands We Hate” survey in Marketing Magazine makes for some curious reading. The methodology is, at best, questionable. Respondents were asked to name one ‘favourite’ and one ‘least favourite’ brand in a variety of categories. However, there’s a huge difference between ‘least favourite’ and ‘most hated’ and we should never lose sight of that.
TK Maxx is apparently the ‘most hated’ high street shop. Every TK Maxx shopper that I’ve ever met displays a zeal for the brand that is bordering on the religious.
This survey is sophistry in the extreme and should be taken with a generous pinch of salt.
