Ingram's August 2022

XXX Xxx in Missouri TOP 25

known—even to the locals—as companies based in Mis souri. Some are well-known to residents hereabouts, but perhaps not as fully appreciated across the nation. Regardless, among the many corporate brands that the Show-Me State can call its own, some have an elevated awareness with consumers. As expected, St. Louis tops the list of brands by hometown—not much of a surprise, considering it is home to seven of the eight Missouri companies ranked in this year’s Fortune 500 companies. (Kansas City was shut out in that count.) To be sure, assessing brand strength entails an ele ment of subjectivity. Revenue alone does not command brand awareness, nor do factors like a company’s rele vance to the business community or immense respect from clients. Do you agree with Ingram’s assessment? Let us know. Disagree? Make the reasoned argument that compels us to reconsider. Either way, we think that’s a discussion worth having, because it speaks to the broader conditions that support business success here and make this region strong. And when that conversation is taking place, Missouri shines with a type of brand recognition all its own.

Any good marketing executive will tell you that a logo isn’t a brand. Brand stands for so much more—the qual ity of a company’s product or service, the way customers are treated, the overall shopping experience. For starters. So not long ago, when Petco updated its logo a more modern look that jettisoned Ruff and Mews—the iconic images of a dog and cat that people had come to associate with the feel of Petco’s image—the blowback was swift, and it was intense. Peoplewanted their animals back, even if they were just outlines on a logo. Like a dog leaving the room with its tail between its legs, the company soon sent out this Tweet: “Ruff and Mews are here to stay. Trust us.” The Petco experience comes to mind as we consider the 25 strongest brands in Missouri, and what has earned them an elevated level of esteem in the minds of their customers, clients and competitors. As you review the companies recognized in this year’s Top Missouri Brands, note the differentiators that each company embraces to stamp its image into the minds of consumers. Most of these 25 brands are national names that most everyone in America will recognize, but might not be

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D e s t i n a t i o n M i s s o u r i . c o m

Ingrams.com

2022