Interbrand's Rankings Are Nonsense

Interbrand, perhaps the world's leading branding consultancy, has published its annual ranking of brands. Mainstream newspapers like the Wall Street Journal have already reported on it with dutiful seriousness, and I expect there'll be a special section on the ups and downs of big brand names in a forthcoming issue of BusinessWeek, if past experience holds true.

Too bad the ranking is nonsense.

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