Mark Ritson: 10 reasons why Superbrands 2018 is a worthless list

Superbrands is back. Again. With another shit-filled annual compendium of hoo haa, I give you the 2018 UK Superbrands top 20.
The Superbrands organisation describes its list as the “definitive benchmark for brands who’ve set the agenda, outwitted the competition and built enviable reputations”. OK then, if you say so. From where I am standing this year’s list makes just as little sense as all its equally ridiculous predecessors, but that will not stop naïve journali