“We’re not as loved as you might think,” says John Lewis head of marketing despite coming top of Mumset brand survey

John Lewis came out top in a recent survey into the most loved brands amongst mums, yet head of marketing Rachel Swift has said the brand is not as loved as you might think.

The survey, conducted by Mumsnet, was revealed at the Mumstock conference in London yesterday. John Lewis came first, followed by Waitrose, Amazon, Apple and M&S.

However, Swift revealed that in John Lewis’ own market research involving 8,000 customers, the stand out finding was ‘if [consumers] were at a party with us they wouldn’t want to hang around with us’.

“We still have a big challenge in that we’re seen as a very rational brand,” she explained on a panel session at the event.

“Quality, service and trust have been at the heart of our values since 1864 when we launched. They are still values that are incredibly important today but customers still have a very rational relationship with us and that’s to do with our customer service, our delivery etc.

“But they don’t love us as much as people might think.”

Swift added that consumers are looking for more inspiration and fun, something John Lewis is now “really going after” in its marketing activity.

In sixth place was Lego. The toy brand’s UK general manager, Fiona Wright, joined Swift on the panel and said that Lego is still loved by parents the world over.

Addressing the controversy over the Lego Friends range, designed specifically for young girls, Wright said that she listened carefully to the feedback: “But I would stress that Lego friends was five years in development and 12,000 girls were spoken to and an equal number of mums spoken to. We very much took on board their feedback into what Lego friends should look like.”

Completing the top 10 was Sainsbury’s, Cadbury, Ocado and Next.

Cadbury marketing manager, Lily Donagh, explained that TV continues to play a vital role in engaging with the ‘mum’ audience.

She referenced the recent ‘Keith’ campaign from the brand, saying: “Keith has had his own Mumnet thread. He is apparently a Mumsnet guilty pleasure.”

The ranking was taken from a survey of 1,000 Mumsnet users between November 2013 and January 2014.

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