1. 2010-11
THOUGHT
LEADERS: USA & UK
INTRODUCTION - EXECUTIVE SUMMARY
The purpose of TLG Communications is to build The research indicates that the route to becoming
brand reputation and loyalty through Thought a ‘trusted’ brand lies in pursuing a Thought
Leadership. We define successful Thought Leaders Leadership approach.
as those brands which drive positive change in both
Our research has also identified the opportunities
attitude and behaviour among key stakeholders.
where businesses can take leadership positions,
The value of this approach is that it can define and
which will benefit their brands.
differentiate brand propositions and, in turn, build
greater market share. Malcolm Gooderham
This year, for the first time, we have identified the key Founder
benefits of being recognised as a Thought Leader.
November 2010
THE PURPOSE OF OUR ANNUAL INDEX IS TWO-FOLD:
UK BUSINESS THOUGHT LEADERS USA BUSINESS THOUGHT LEADERS
POSITION COMPANY POSITION COMPANY
1 Apple 1 Apple
2 Google 2 Google
3 John Lewis 3 Southwest Airlines
4 Amazon 4 Amazon
5 Facebook 5 Facebook
6 Microsoft 6 Microsoft
7 Innocent 7 Intel
8 Co-op Group 8 RIM (Blackberry)
9 Co-op Bank 9 Coca-Cola
10 Twitter 10 Whole Foods
Source: Populus Source: YouGov
DEFINING THOUGHT LEADERSHIP
Thought Leadership Behaviours: the PROACtiv™ model
Pioneer | Rigour | Objective | Authenticity | Clarity
FOR THE BENEFITS OF BEING A THOUGHT LEADER, SEE THE BACK

2. ONE SIX
TWO
SEVEN
THREE
EIGHT
FOUR
NINE
FIVE
TEN

3. OVERVIEW
WHAT THIS MEANS
RANK LEADERSHIP OPPORTUNITY % FOR BUSINESS
1
Take responsibility for a product
67 1. Identify the Thought Leadership position
beyond the point of sale
Ensure fair wages throughout the
2 65
supply chain
Change consumer attitudes
3 62
towards pre-packaging
4 Cut underage alcohol abuse 57 2. Leverage behavioural economics
Increase re-use and recycling in
5 56
the home
Increase levels of children’s sport
6 55
/ activity
Change behavior to cut domestic
7 54
carbon emissions
3. Define yourself by what you stand for,
Increase child consumption of
8
fruit and vegetables
53 (not by what you are against)
Increase consumer demand for
9 52
renewable energy
Build sustainable homes
10 50
(environmental future-proofing)
Source: Populus
*Percentage saying that taking a leadership position on the issue would
have a ‘very positive’ or ‘good’ impact on corporate reputation.
Thought Leadership propositions can generate
positive commercial and social outcomes, but
ultimately it should be about turning brand
reputations into a competitive advantage.

4. OVERVIEW
First strong reputations
Thought Leaders. license to operate freedom to grow
Second
trust factor
BENEFITS OF BEING A THOUGHT LEADER (UK) BENEFITS OF BEING A THOUGHT LEADER (USA)
RANK BENEFIT DEFINITION % RANK BENEFIT DEFINITION %
1 Most Trusted Enduring trust 76 1 Most Trusted Enduring trust 86
2 The Authority ‘Go to’ status 74 2 The Authority ‘Go to’ status 75
Most positive Establishes new
3 Most Admired 66 3 Change Maker 74
role model paradigms
Establishes new Most positive
4 Change Maker 63 4 Most Admired 63
paradigms role model
Competitive Stronger commercial Competitive Stronger commercial
5 53 5 59
Advantage success Advantage success
Source: Populus Source: YouGov
KEY INSIGHT
If you want to be trusted don’t talk
about trust - demonstrate leadership.
MOST INFLUENTIAL MEDIA: RESULTS, visit: www.tlg-ltd.com/index2010