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This week sees the launch of the annual Cool Brands list for Britain published by Superbrands. It is an independent survey of experts and consumers which for the past 10 years has tracked which brands are the ‘coolest’ – as in they have ‘it’, and combine technology with timeless quality which consumers demand and place on their ‘must have’ list of brands in their lives. Great. And – there is no doubt that there are brands that are ‘cool’ and have ‘it’ – driving consumer demand through style and substance. As the survey says, this is the ‘A’ list of branded products and goods. The Top 10 list includes:

1. Aston Martin
2. Apple
3. Harley-Davidson
4. Rolex
5. Bang & Olufsen
6. Blackberry
7. Google
8. Ferrari
9. Nike
10. YouTube

However, when one looks at the average household income of the UK (£ 23,224) which after taxes leaves the average household with just £1,497 of disposable income, one begins to wonder in this era of economic challenges whether the Cool Brands list is just a pipe dream of hopes for most people. It might be a ‘must have’ list for the top earners of the UK, but what are the brands which are the ‘must have’s’ for the average UK citizen? (* Telegraph, 2 October 2011). On the front pages of the UK’s most prominent newspapers is a lead article saying that the demand for handouts of free food has soared; with the number one food redistribution charity, FareShare seeing a 20% rise in the number of people it is feeding – from 29.500 in 2010 to 35,000 in 2011. The economic circumstances and challenges to the government’s benefit system means that households are struggling to survive let alone thrive.

What this does, is put the latest Cool Brands survey slightly out of synch with the majority of consumers. So, how relevant is the Cool Brands list for most people? I offer an alternative view.

Although by no means scientific, here is my ‘expert’ opinion on the Top 10 REAL brands for the UK.  They are ‘real’ in that they are relevant to more people’s lives in the UK; Economically Vital; Affordable – in that they are preferred by the ‘average’ man or woman on the street because they can afford the goods – and Loved, because they provide both emotional and rational pleasure. R-elevant, E-conomical, A- ffordable , and L-oved. They all combine some element of innovation both on-line and off-line and define Britain as a nation of shoppers more than shopkeepers.

Here they are…. The top 10 UK R-E-A-L Brands.

1. ASDA – “saving you money every day” is spot on for today’s living.

2. Tesco – “every little helps” and don’t we need it these days!

3. Primark – the best place to shop for clothes on the high street for the whole family.

4. Zara – the best place to shop on the high street for the ‘luxury look’ at affordable prices.

5.McDonald’s – by far, the best meal deal on the high street that is reliable, clean and enjoyable for everyone of any age. ‘I’m lovin it’ still has relevance to most hungry Britons on the go, and the fries are far and away the best!

6. Google – the search engine for more people in the UK, especially students who depend upon Google for their homework answers!

7. WH Smith – where else can you get a copy of the Sun, a lucky dip, either a pack of Rizla’s or 20 smokes? Plus – £1 for a massive Galaxy chocolate bar at the till. Brilliant! The modern equivalent of a shopping bazaar!

8. Heinz Baked Beans – the nation’s favourite, and now in re-sealable fridge jars!

9. Ford – for 100 years the ‘starter’ car brand for most households with easy financing. Part of the nation’s auto-history.

10. BBC

– the best value content for the whole family all for the price of the license fee. If you can’t afford Sky – this is the gold standard for entertainment and news.

Honourable mentions: Walkers Crisps, Coca Cola, PG Tips, Hovis, Marmite and KitKat. (no wonder the UK tops the league for obesity!); Go Compare!, Compare the Market.com and trainline.com (at the very least because of their memorable advertising campaigns!) all designed to save us money and time. RyanAir and Easy Jet – how else can we escape the weather to somewhere sunny and warm?; and last but not least, the NHS – after all, not everyone can afford private medical care and still the best medical services free to all citizens of the UK.

Working in branding, one must always be vigilant to remember that branding is NOT all about luxury goods and aspiration. Consumer lifestyle marketing is not the exclusive preserve of the ‘A’ list brands – and, many of the brands on my list are not ‘cool’ but they are ‘fun’ and provide ‘cool’ experiences and products; or they make life better or easier. Don’t get me wrong – I support Superbrands and their Cool Brands survey. However, the most successful stories of branding are in the mass-market sector where brands are built and sustained by appealing to a larger segment of the population where they are ‘part and parcel’ of everyday life. Give me REAL brands as well as COOL brands. If you have any suggestions – I would love to hear your REAL brands list.