UK & European users

This is the latest spinoff project from the UK arm of the Superbrands Council, the global marketing association dedicated to championing local brands, now active in almost 60 countries worldwide. The body already tackles other niche UK markets such as children's and "cool" brands. This latest splinter project aims to offer a guide to "some of" the best brands on the web in 2006. That qualifying descriptor sounds a little hesitant, and rightly so. Inevitably, there are some major omissions - you can't please all the people all the time, after all - but the resulting collection of 46 sites certainly reflects the internet's infinite variety, while also retaining a distinct UK focus. 

As with other selections, Superbrands has assembled a group of industry experts, who have in turn made a somewhat subjective choice of leading online brands. Several of the usual suspects are present, including the local offshoots of Google and eBay, and major offline brands including the BBC, Avon cosmetics, The Times newspaper, retailer Top Shop and loyalty scheme Nectar. The local services, jobs, dating, property rental, holidays and gambling sectors are all well-represented, along with British internet phenomenon Friends United, and specialist web-only retailers such as Firebox, BoysStuff and AllCures. 

Beyond that, however, the eSuperbands council has set out to introduce a broad selection of what will almost certainly be new faces to most readers. More obscure, yes, but nonetheless leaders in their particular niche. Step up, then, plants and gardening supplies retailer Crocus, IT legal services advisor Out-Law.com, online community FaceParty.com, avatar chatroom Dubit and over-50s lifestyle guide 50Connect.co.uk. 

Each site gets its own bright and breezy two-page profile. As always, it would have been interesting to see a little more critical comment, as well as better explanation as to why these sites were selected over the hundreds of others in the market (many of which nonetheless get a listing at the back of the book). How about some direct quotes from the project's selection committee as well next time? But those criticisms aside, this is a worthy and interesting round-up of some of the key players in the UK online publishing industry, and a welcome addition to the Superbrands fold.

Added 23rd March 2006