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The Ozzy Osbourne Effect

Heavy metal, clashing celebs make for good brand buzz

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A new SUV ad featuring a family belting out an a capella version of Ozzy Osbourne's "Crazy Train" helped give Honda a big boost in consumer perception in June. CVS was the next on YouGov BrandIndex’s list of brand gainers for the month. The drug store chain benefited from Walgreen’s split with pharmacy benefit manager Express Scripts. BP, at No. 3, was the focus of a well-publicized lawsuit involving Kevin Costner and Stephen Baldwin over devices Costner’s company made to clean up the oil spill. YouGov polls people on their perception of 1,100 brands and assigns a score ranging from 100 to -100.