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Understanding the user who isn't you

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Google interface

In September 2004 the British trade magazine, Marketing, published a survey of people’s favourite UK brands. Google, Nokia and Tesco were the top three; perhaps not surprising given the commitment to user-focused innovation all these companies have shown. (At the same time Superbrands produced their expert survey of Britain’s coolest brands which included Nokia but, surprisingly, not Google and, perhaps less surprisingly, not Tesco,)