Branding for the head and heart

We drive them, wear them, eat them and live with them. They exert a powerful influence on our behaviour, but what are they? BRANDS! A brand is a small word considering the big part they play in our lives. Brands are about our feelings; trust, pride, joy, excitement, security, love and even lust and greed. We love our favourite brands and even join clubs to prove it – from owners clubs to fan clubs. 

DIFFERENTIATION

We use brands to describe ourselves and identify like-minded people. Some brands are symbols of our love or hate – ‘Marmite’ defines both ends of the spectrum. They are symbols of self-expression that we use to gain acceptance to a club or social clique. Throughout the history of mankind, we have used branding to mark out our territory and proclaim tribal membership.

In a fast moving society, we use brands as a short cut to making decisions. Their reputation guides our choice in the process of selection. Today, every car brand offers the same basic benefits – trouble-free transport with a warranty and a proven level of safety. But we are prepared to pay much more for kudos, style and status. 

Trust in the brand name means you don’t need to struggle with the details. Brands offer a barrier to competition. They position themselves first in the mind so that there is no preferred alternative. In every walk of life there is a brand leader that offers something more than just performance. In an age of mass consumerism filled with copycat products, it’s the ones that stand apart and think differently that connect on a deeper level with customers.

FOCUS

Behind every great brand story it is usual to find a tale of dedication; few, if any, achieve overnight success. We have all heard stories of famous musicians who began their careers by traveling the country in transit vans and performing at small venues before getting their big break. In business, it starts with prototyping and honing an idea before it achieves the winning formula that connects with the customer. This takes dedication and an overarching vision. 

Whether you’re a musician, entrepreneur or an inventor, a clear vision is the distinguishing mark of success. It answers the question, ‘What’s the point and why am I doing this? ’ When everyone supports the vision – its purpose and values – it builds a cohesive culture that carries the brand forward. In such businesses, people are motivated by the vision and committed to it. They understand it and are able to share it with their colleagues, clients or customers. They know their contribution to the brand’s success and can see its effect. It creates a sense of esteem and esprit de corps among the employees, and they identify themselves with the brand and are able to work together towards a shared goal.

Great brands are built on great experiences. A poor experience will damage a reputation. After all, who wants a wonderful restaurant meal if it means being served by a surly waiter and a table next to the toilets! Valued people feel happier and take pride in their work, which is critical because employees deliver the brand and bring a brand to life.

BRAND IDENTITY

Every organization is required to identify itself, if only by name. That name becomes a symbol for the brand experience. If I say Coca-Cola you will have an immediate picture in your mind of the product. This identity plays a very important role in setting up the market stall. The name, colour, typography, imagery and symbols all prepare the market audience for the experience. To succeed the image must not deliver style over substance as this is a deception and will only have a short-term benefit. 

The logo is not the ‘brand’ but merely the means by which we identify the brand. If a picture is worth a thousand words, then the aesthetics of a corporate identity is invaluable in the recognition of a brand. From the Mercedes-Benz ‘three-pointed star’ to the Nike ‘swoosh’ , symbols play an important role in helping us navigate our way to our favourite brands.
 

COLOUR

 

If branding is concerned with differentiation and identification, then sight must be the sense we rely on most. We are able to perceive infinite subtleties of colour yet the majority of businesses choose blue for their identity. Be it cyan, indigo, royal or sky, businesses choose blue more than any other colour for their brand identity. Visit any British trade fair and you will be bathed in blue.

So why, when you want your business to stand out, would you camouflage your brand? Colour is an asset that can become closely linked to the brand.
 

VERBAL BRANDING

With Google the most popular search tool for online commerce, a carefully chosen word can mean the difference between being picked up by the search engine or obscurity. Whether it’s a made-up name, an acronym or a family name, a successful brand name should be memorable, pronounceable and legible.
 

BRAND CHAMPIONS

So who are the people that will build tomorrow’s new Perfect Brands? They are the brand champions or entrepreneurs with the passion to inspire – it’s no accident that charismatic leaders are behind some of the world’s biggest brands. It takes all types of people, but long-term success depends on commitment and verve.

We hope you will be inspired to create your perfect brand!

For more information and inspiration about Creating your Perfect Brand contact Paul Hitchens at Verve - Creative Brand Strategy

Brand Perception and the Vehicle Industry

The following post was written for the Institute of the Motor Industry's (IMI) membership publication - 'Motor Industry Magazine'. It has been quoted from in an article concerning the predicament of decreasing work volumes for traditional bodyshops and how the vehicle repair industry is responding.

The way that you present yourself, your business, product or services provides instant information about the nature of your organisation. As the old saying goes ‘you don’t get a second chance to make a first impression’. The initial impression you make is the first of a series of touchpoints in your brand experience. If a potential customer or employee does not like what they see, they may take a lot of convincing to change their mind.

We are all expert consumers and from an early age we become skilled at making choices based on our preferences for smell, feel, sound and sight. Before we can read we can interpret the signs that communicate the qualities that we admire. Branding has its origins in a pre-literate society. For example, Pub signs helped the illiterate to recognise an Inn. Consumer branding really took off in the Industrial Revolution when retailers like the Co-Operative introduced colourful brightly presented packages of Soaps and Flour to help a largely illiterate society recognise their favourite products. The branded packaging communicated the message that the product was authentic, trustworthy and distinctly different from the other products on offer and a century later Brands are still fulfilling this role today.

The boom in consumerism and branding coincided with the birth of the motorcar. This industry has had 100 years practice at brand building and its leading brands are evocative, emotional and powerful. Automotive brands are so resonant that they can sell other products seemingly unconnected with motoring and imbue them with new values. So keen are people to be associated with the messages Motor Brands convey they will pay a premium for branded produce. ‘Porsche Designed’ Clothing and Accessories, Bentley endorsed Brietling watches, Caterpillar Boots and Jeep branded leisure wear are some examples of transport brands transferring their values into successful lifestyle brands.


The benefits of creating a brand include:

1.    Differentiation –
Branding highlights the differences that make a product or service better than anyone else’s.

2.    Connecting with people -
Branding creates a bond between the brand and the consumer that leads to loyalty.

3.    Added value -
Brands create value by adding an emotional significance that exceeds the basic value of the product or service.

4.    Signify change –
The launch of a brand is an effective way to communicate change in an organization.


Examples of successful rebrands in the automotive sector include:

1.    RAC –
The British Royal Automobile Club (RAC)  has been a fixture of British Motoring since 1897 and had a conservative image suited to pottering around the lanes of the home counties in a Rover. In the late 1990’s the organization realized that their brand did not connect with a new generation of younger Motorists and was keen to break with tradition to attract new members. The rebrand was unmissable with the Breakdown Vehicles becoming the hero with a bright orange livery and a distinctive typeface for the initials R A C. The organization has 7 million members today.

2.    Daewoo rebrands as Chevrolet –
This year General Motors confirmed the rebrand of Daewoo as Chevrolet in South Korea. This continues a complete rebrand that began in 2004 for Europe when the troubled Korean brand relaunched under the evocative GM Chevrolet Marque. GM Daewoo Auto and Technology Co. President Mike Arcamone is reported to have said that about 50 per cent of GM Daewoo customers paid extra to replace the GM Daewoo badge with that of the Chevrolet, showing their “overwhelming” desire for the brand. (Source: http://www.asianewsnet.net). The hugely successful film franchise ‘Transformers’ introduced the Character Bumblebee into many households. The ‘Autobot’ transforms into a Chevrolet Camaro and it’s not hard to imagine how a brand with such rich imagery will not fail to improve its old Daewoo perception among cost conscious families with children. The excitement and aura of the Chevrolet brand and its ‘Bow Tie’ are now applied to the rebranded range, including the award winning Matiz - now sold as the Chevrolet Spark.

Great brands depend first and foremost on great products and services. A brand provides a rewarding experience, backed by an excellent reputation and these factors are down to you and your colleagues.


Considerations for building a meaningful brand:

1.    Put some personality into it ­-
The founder of an organisation is typically the Brands Champion and the brand is often an extension of their personality. Putting your personality into your brand can be very effective and obvious examples include Richard Branson and Virgin. Body Shop was founded by Anita Roddick who put the campaign for ‘against animal testing’ at the forefront of Body Shop’s image. She was a prominent human rights campaigner and champion of fair trade.

2.    Courage of your convictions -
Henry Ford, is famously quoted for saying: "If I'd asked my customers what they wanted, they'd have said a faster horse ". When Apple’s founder Steve Jobs launched the iPad, he invited us all to play with it and decide how best to use it. Now every electronic consumer brand has a me-too product - but none of them occupy the same space in our consciousness. The lesson is that those who anticipate future needs can lead the market by thinking differently.

3.    Loose talk ­-
The successful investor Warren Buffett said, "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently".  There are many examples of CEO’s who have put their foot in it and lived to rue the day. Big name brands often pay a high price when off guarded comments shatter the market perception.  Christian Dior recently ended its relationship with their high profile designer, following the reporting of offensive comments.

4.    It’s not what you say but what they say that counts -
The best introduction to a brand can be a personal referral from a trusted source, friend, colleague or family. WD-40. A brand name with instant familiarity, found under sinks and in toolboxes is a great example of a brand built on personal referral and reputation. This multi-purpose lubricant does exactly what you expect it to without relying on flashy packaging and a persuasive marketing campaign.

5.    Consumer satisfaction -
A brand can offer value above and beyond the price label by granting the customer the satisfaction of owning a leading brand. Every organisation can focus on its quality and service levels to offer a higher level of care and durability. For example: Snap-On Tools. The premium tool manufacturer cements its reputation as the tool of professionals with its prominent use in Auto sport and offers a famous lifetime warrantee.

You can’t avoid having a brand, so why not make it work to your advantage?


Article by Paul Hitchens –

Paul Hitchens is a Founder of Brand Consultancy Verve (verve.co.uk) and the Author of ‘Create the Perfect Brand’ published by Hodder Education and Nominated for the Chartered Management Institutes ‘Management Book of the Year’ Award 2011/12.

Contact - info@verve.co.uk


©Verve Interactive Ltd 2011

Creating your Perfect Brand Strategy

The reasons for undertaking a branding exercise include a new organisation; product or service; a merger between businesses; new management or a consolidation of existing products and services. A new brand will have PR value and could result in a higher profile. The new brand will attract new customers and investors and will help retain and recruit staff wishing to be part of the new exciting brand.

An effective brand identity will make the business strategy visible. When new brands and re-brands make the news they are often attacked for how much they cost. British Airways ethnic inspired tail fin art, Consignia’s spirals and more recently Gap have all attracted much criticism at the time of their launch - and all were short lived. The focus of criticism is usually on the logo and not the actual brand experience.  A logo is not a brand - it’s just the tip of the iceberg. A brand is multi-dimensional and exists in the past, present and future. It’s built on a reputation, lives through experience and raises expectation. 

A re-branding exercise can prove to be a considerable investment in time and money, so you want the results to be fruitful. But the long-term success of a brand will depend on the behaviour of the organisation, its management and employees.

Start by forming a brand working group –
At the start of the re-brand its important to identify a brand working group led by the organisation’s principal figure (Owner, Entrepreneur, Managing Director or Chief Executive) and assisted by key management figures including those responsible for Marketing and Sales. The team will need to be committed to working on the brand for the long term because brands are like gardens, you need to keep tending them, harvesting and planting for future yield. 


Make it clear why your brand makes the world a better place –
Identify what the brand does in a single sentence. Every organisation, product or service must have a reason for being.  A brands purpose is the benefit it provides and may be defined as how it makes the world a better place. The brand’s purpose should be clear and easy to understand.


Stake a claim on the future –
A brand vision is an ambition for the future, it’s where you want to be in five or ten years time. It is a goal to be worked towards and will deliver a clear benefit to all concerned. A great vision can inspire and consolidate a community in a common goal. It’s important that this vision is achievable and progress is measurable.  


Be clear what you believe in –
A brand’s values are what it stands for and what it believes in, they are the guidelines that form its moral compass. Values provide direction on how to behave in any given situation. Your brand can be defined by its values and really stand for something.


Share the brand idea with your organisation –
How will the brand achieve its vision and stay true to its values? A mission statement combines the purpose, vision and values in a brief declaration directed at management, staff and shareholders. It is a strategic communication that is clearly worded and must be accessible to all. 


A compelling reason –

Why do I need the brand? The brand proposition is the unique selling point (USP) that differentiates it from its competitors. It is the compelling reason why you need it and should be no more than a single sentence.
For example:   Brand X is the only _____  that _____ !

Position the brand against its competitors –
How does the brand compare with its competitors in its market place? In a crowded marketplace it is difficult to stand out if you are the seventh best selling brand. The opportunity is to identify the attributes that differentiate your brand and promote your brand as the leader in that category.

Don’t be anonymous–
What is the brands character? The brand personality is the brand’s distinctive character including communication, behaviour and visual style.  A brand with a strong personality has a greater chance of encouraging a deeper relationship with the consumer.

Empathise with your audience –
Who is interested in the brand? Create profiles of who your customers are and the type of people who are interested in working for you or investing in your organisation. Take note of your suppliers and other organisations that you interact with. These are the groups of people that form the brands audience. This audience is never passive; it is an interactive community of people with an interest in the brand. 


For more information about Verve Creative Brand Consultants and Brand Training please visit: http://www.verve.co.uk

The lessons start-ups can learn from Superbrands

Most superbrands including Coca-Cola, Microsoft and Google began with a great idea followed by the determination and passion to succeed. One common factor to their success is focus. A focussed brand has a clear vision for its future that guides the organisation on its path to success.
 

What does your brand stand for? What values guide you in each business decision?  How can a brand follow its own moral compass to find its authentic self?  We have identified seven qualities that each provide a compelling reason for brand loyalty.

PIONEERING

Pioneers are passionate, fearless and independent.  They are leaders who move the market forward with their ideas; they change the way people think and break through into new territories.  They are confident self-starters, courageous, energetic and dynamic.  They are determined to persevere where other businesses would give up.

Pioneering is about discovery, being radical and having the energy and determination to win.  Sir Richard Branson’s Virgin Group epitomises the pioneering brand, bravely traversing industries from music to finance and air travel to space.


CREATIVE

Creativity can be the guiding force that helps a business achieve success. The growth and development of the brand depends on the constant supply of new ideas. Unfortunately, most businesses do not foster this resource or facilitate the generation of ideas, allowing productivity and performance to take dominance and stifle the creative process.

The Apple Superbrand exudes creativity and places it at the heart of their business strategy. Jonathan Ive the talented British designer and Senior Vice President at Apple is central to the success of the iMac, iPod, iPhone and iPad.

CARING 

Sustainability and Corporate Social Responsibility (CSR) are the two ‘must have’ policies for global businesses. But is CSR a charity bandwagon or really heart-felt? Either way, a lot of good causes benefit from these policies but there is a difference between believing in a cause and just doing the right thing. A hollow CSR policy will come up for scrutiny but passionate heart-felt causes could be the focus that drives a brand.

Dame Anita Roddick founded the ethical beauty brand ‘The Body Shop’ and placed ‘Against Animal Testing’ on the political agenda. The brand was the first global cosmetics brand to be recognized under the Humane Cosmetics Standard.  


INNOVATIVE

The job of the innovator is a challenging one. As if the task of inventing something new and useful isn’t daunting enough, they then need to convince us that we actually needed the device in the first place! The stakes are high but the rewards can be huge. The innovator may succeed in creating an entirely new class of product and become the brand leader.  

What is an innovative business?  It is one that values clear, rational and focused thinking.  Being first to market with a new concept can mean the difference between survival and failure. Sir James Dyson is the force behind his innovative products:  air multiplyer (bladeless fans), air blade (hand dryers) and bagless vacuum cleaners.

 

COMMUNICATIVE

A communicative Superbrand brings people together and improves life by enabling the exchange of ideas. Larry Page the co-founder of the Internet Search Engine Google said, "The perfect search engine,…would understand exactly what you mean and give back exactly what you want." Google have a self-proclaimed mission  to organise the world's information and make it universally accessible and useful.

Not every Superbrand will get an easy ride. There has been criticism of the Street View service because it allegedly recorded the details of private wi-fi networks. How a brand behaves under crises can prove critical to building or losing its superbrand status.



KNOWLEDGEABLE

The knowledgeable brand earns its customers’ trust and respect by sharing its expertise. There are certain types of retailer that have an appalling reputation for ignoring their customers, giving incorrect information or simply being rude. If you treat people poorly, you cannot expect them to return! This is not how Superbrands are built.

The Black Cab and the London Taxi Driver are cultural icons. The Cab drivers are famous for their happy demeanour and encyclopaedic knowledge of the streets of London.   John Lewis is a high street example of a brand celebrated for its customer service and friendly knowledgeable staff.

INSPIRATIONAL

An Inspirational brand is an honourable business model, that is humble, noble, dignified and has a purpose.  It will make sacrifices to fulfil its high ideals.  These are inspirational businesses with very high standards, working for the common good.  These businesses are sensitive, are intuitive and have the courage of their convictions.

Oprah Winfrey is recognised as one of America’s most powerful women. Oprah makes television out of the daily issues that affect her viewers including relationships, health, education, faith and financial matters.

 

SUPERBRANDS STAND FOR SOMETHING

Superbrands stand for something that is relevant to their customers. They add value to their customers’ lives and return value to their investors. There is an opportunity for every entrepreneur and start-up to build a new Superbrand by putting faith in the qualities that matter to them - Some have been guided by a desire to improve peoples’ lives and many have changed the world for good.

‘Create the perfect brand – teach yourself’ published by Hodder Education is a guidebook for entrepreneurs and startups. It is written by enthusiastic branding professionals with over 40 years combined experience of working for SME’s and Superbrands.

Chartered Management Institute - Management Book of the Year Award

Julia Hitchens and Paul Hitchens are proud to announce that their book 'Create the Perfect
Brand' has been entered in the prestigious Management Book of the Year Awards. The event celebrates the very best in the field of management writing and is held in association with the British Library. The book has been entered in the Practical Manager category. Winners will be announced on February 6th 2012.

 

 

 

 

 

 

The Competition

The competition was first launched by the Chartered Management Institute together with the British Library in 2010. Its aims are to -

• recognise and reward excellence in management writing and publishing
• to raise practicing managers’ awareness of good management books
• to encourage the transfer of research community knowledge into the practitioner arena.

 

The judges are looking for a book that has the potential to transform the effectiveness of working managers. The first year received 145 entries in three categories. Henry Mintzberg’s ‘Managing’ was the overall winner, rEvolution won the Innovation and Entrepreneurship category and Richard Donkin’s .’The Future of Work’ won for the Digital Management Book category.

CMI Book Awards - Website

First Impressions - or - The Martial Art of the Business Card

Mary Harron's film adaptation of Brett Easton Ellis’s cult novel, ‘American Psycho’, features a scene that is a master class in business card one-upmanship. Patrick Bateman, is an investment banker who thinks the pinnacle of Business Card design is a watermark. Bateman is obsessed by symbols of status and his insecurities nail him when his colleagues present their business cards - each more perfect than the last - in an urbane game of top trumps.  From the fictitious fonts of Silian Rail and Romalian Type, to the off white finish of Eggshell and Nimbus, a trip to the high street printers will never be the same again.

In Japan the practice of exchanging Business Cards or ‘Meishi’ carries great social importance with emphasis on the physical interaction. The card is regarded as a tangible symbol of the person presenting it and a casually flicked card will cause great offence. Meishi are kept pristine in a dedicated leather case and presented with both hands pinching each top corner to the recipient at chest level. Received cards may be arranged on the meeting table in hierarchy according to seniority or carefully placed at the back of the recipient’s meishi case. It is a sign of respect to take care of your received cards.

The use of Business Cards originated with the exchange of Visiting Cards, which first
appeared in Europe in the 17^th Century.  Footmen used the cards to introduce royalty and aristocracy and the practice was mainly the preserve of the servant employing classes.  

If an organisation values its brand it will provide a template for its business cards - ensuring continuity for each employee. For the entrepreneur or start-up business there are many considerations to take:

• Choose a rigid weight of at least 350gsm.
• Do not crowd your card with too much information; it’s not a leaflet.
• Give emphasis to your name, title and company name.
• Is the design and use of type consistent with your existing brand communication.
• A succinct strap line can encapsulate your brand promise
• Include telephone numbers, email address and website.
• Use colour for emphasis but not gratuitously.
• Irregular formats and unusual sizes may seem distinctive at first but they may not fit into a wallet or cardholder.

There is an infinite number of choices a designer can make in the design of a business card. For the more adventurous client the number of applications is limitless from plastic to metal. Why not choose a medium that relates to your business, but remember quirky ideas can date or be construed as tacky.

The paperless office may not yet have arrived but there is however still a huge demand for printed business cards. The ritual of exchanging cards on first meetings and the boom in networking events assures this stationery item will be with us for sometime yet. Value your cards and consider carefully who you hand them to. They will only work for you if you give them to the right person.

Create the Perfect Brand - or how not to be a 'Susan Boyle' Brand

As Prime Minister David Cameron urges Britons to start their own business and help build a more entrepreneurial economy, a leading brand consultancy has penned a new book for entrepreneurs, SMEs and start-up businesses about how not to become the next 'Susan Boyle' brand.

Many start-ups and SMEs are 'Susan Boyle' brands - before the singing sensation's make-over that is - they have a great product, but poor presentation.

'Create the Perfect Brand' explains how building a brand around a business will prove to be a valuable asset.

Expert husband-and-wife branding team Paul and Julia Hitchens are the authors of 'Create the Perfect Brand' and have worked with global brands including Virgin Atlantic, Saab and the Design Council, as well as many start-ups and entrepreneurs. The couple are the founding Partners of Surrey-based creative brand consultancy Verve.

Their book's timely publication comes as Mr Cameron calls on Britain's 'doers and grafters, inventors and entrepreneurs’ to 'get this economy going.' As many as 10,000 new small businesses could be launched by next year with Government plans for a New Enterprise Allowance, that will give financial and mentoring support to unemployed people who want to start their own business.

Published by Hodder, 'Create the Perfect Brand' explains how to harness the power of branding used by global brands and big organisations and apply this knowledge to new businesses and SMEs.

The business education book explains the importance of brands - how they are created, implemented, supported and protected, and tackles the challenges of maintaining a durable brand and provides strategies for brand survival and brand building in a recession.

Chartered Marketer - Julia Hitchens:

"Many SMEs are 'Susan Boyle' brands, before her make-over that is! They have a great product, but poor presentation.”

"In business, you only get one chance to make a first impression. How many people will take the time to discover a 'Susan Boyle' brand?”

“Your brand is not just a logo, it's so much more, it's about your reputation, experience and clients' expectation. All three aspects have to be synchronised to make a perfect brand.”

Verve, celebrates 15 years of service since 1996 in branding, marketing and design. Verve  have worked with big global brands, as well as creating and building brands for entrepreneurs, new businesses and organisations. 

The Teach Yourself book 'Create the Perfect Brand' reveals the inspiration behind some of the world's largest brands and the influences that helped to build them, with real-life examples of successful brands - such as Apple, Aston Martin, Google, London 2012, Michelin, Jamie Oliver, Samsung, Star Wars and Oprah Winfrey - as well as some notable disaster stories.

Brand Consultant - Paul Hitchens:

"The public are tired of lies and spin. The banks have let them down and the MPs' expenses scandal has left them cynical about institutions.”

"A brand must offer a consistent experience at every touchpoint from point of sale to performance. The brand vision must be shared by staff, suppliers and customers.”

"We advise businesses to be clear about what the brand stands for, agree its ambitions and decide on its path to realise these goals. Be consistent in behaviour and make the best of yourself and your presentation so that people can see your potential.”

“Many SMEs don't understand the importance of matching their internal strategy with their external appearance. In order to be the best, you need to have a holistic approach. A brand is not just an outward projection, it's a vision that is shared by your employees and suppliers.”

“If you have a conscious brand, you are ensuring you are going to have the best brand possible for you, giving you the best chance of success.”

'Create the Perfect Brand' explains the business of branding - what it is, brand valuation, brand strategy, brand creation, brand management and brand protection. 

Julia explained:

"We want to inspire entrepreneurs and managers of start-ups and organisations to create their perfect brand with substance and credibility and to realise their true brand potential. Paul and I feel our book is for all the 'doers and grafters, and entrepreneurs' who will help 'get our country moving again.”

Paul added: 

"We all exercise brand preferences from our choice of toothpaste to the car that we drive. Our book explains how to harness the power of branding used by big organisations and apply this knowledge to all businesses.”

'Create the Perfect Brand' is a Teach Yourself Book published by Hodder and is for everyone interested in brands including, entrepreneurs, organisations, businesses and students. The book is priced £10.99 and is widely available from retailers including: Waterstones, Amazon, Tesco and WH Smith and is available in over 20 countries worldwide.

For further information about 'Create the Perfect Brand,' or to speak to branding experts and authors Paul and Julia Hitchens, please contact Verve on 01932 352353 or e-mail info@verve.co.uk

Fascinating Facts About Branding:

1. According to the Financial Times, Warren Buffet now considers the brand first when investing in businesses, the management team second and a strong balance sheet third. In March 2011 Warren Buffet (one of the most successful financial investors in history) was ranked the world's third wealthiest person with a fortune of $50 billion in the Forbes list of billionaires.
2. Some of our daily brands have a very long history - Stella Artois was established in 1366, Birkenstock shoes in 1774 and Burberry in 1856 - brands have staying power!
3. In the designer handbag market, the profit margins can be ten to twelve times the cost of the bag - the power of branding!
4. Interbrand publish an annual survey of global brand value. Coca Cola has topped the list for ten years. According to Interbrand's 2010 survey, the Coca Cola brand is currently worth $68.7 billion.
5. Gerarld Ratner devalued his brand by £500 million when he joked about the quality of his products:  he described a £4.95 Ratners decanter as 'total crap' and said the firm's 99p earrings were 'cheaper than a prawn sandwich from Marks & Spencer, but probably wouldn't last as long!' - be careful how you behave as it has a direct impact on your brand!