Why are we so interested in brands when the world's news media is focused on the Occupy movement and the conduct of big business? Are we barking up the wrong tree?

Well, no.

Eighty percent of the value of S&P500 companies is now intangible, that means "brand" value. Twenty years ago that figure was more like 65%. Brands are becoming a bigger part of big business, with the world's top 10 most commerically valuable brands currently worth over $400 billion.

Surprisingly it's good news for the 99% who don't work in the C-suite or own tranches of shares. Because brands live in the hearts and minds of consumers - real, everyday people with normal jobs, kids, bills and bank balances - real, everyday people who are not to be underestimated.  

Procter & Gamble, the packaged goods powerhouse, went through a remarkable turnaround in the noughties credited largely to then CEO, AG Lafley, and his mantra, "the consumer is boss".

He meant that paying attention to consumers, listening and learning, was the secret sauce.

So, let's make this really simple:

a) Brands represent 80% of business value.

b) People give brands value, not the other way around, therefore,

c) You're the boss of brands.

Now that you know, what are you going to do with all that potential influence? Who do you want brands to listen to and learn from?  How about you? 

Brandkarma 2.0 is the start of a whole new reputation system for brands that isn't fixated with commercial value. We're asking three simple questions about brands; how good are their products, how well do they treat people and how well do they look after the planet?  You're answers decide their karma.

You don't have to pad down to Wall St (St Paul's or anywhere else) and pull out the pup tent. All you have to do is exercise your opinions.

Rate some brands, make suggestions and share your views with friends. Together we can change brands (and business) for good.