When I was a kid, a bottle of HP Sauce was a common sight on our dining room table. My Dad loved it, and his Dad did too. Subsequently, I’ve never bought another brand of brown sauce – ever. It’s a purchase habit that’s been ingrained and passed down across three generations. Read more
It started life over 130 years ago as a single chemists shop in Leicester. After years of trading, its owner Frank began to see an unusual demand from customers; they wanted to buy raw ingredients for photographic chemicals.
Frank’s son Alan immediately spotted an opportunity. In 1930’s Britain, photography was a pastime solely for the wealthy. Alan’s dream was to make it accessible to the masses.
He set about transforming his father’s chemists into a haven for photography. With prices at an average of 25% below his nearest competitor, Alan attracted immediate attention. The idea grew, and it wasn’t long before the father and son duo had opened a huge facility in Hinckley Road; later crowned the largest photography store on earth by Guinness World Records.
It was meant to be THE launch. The event that would help rescue ailing telecoms company Nokia from its perilous slide into brand irrelevancy.
Last week to a packed audience in New York, Nokia Senior VP Jo Harlow unveiled the Lumia 920 smartphone; the device many predict will either make or break the struggling Finnish company.
Harlow beamed as she proudly proclaimed that the Lumia is ‘the most innovative smartphone in the world’. Unfortunately, the markets didn’t quite share her enthusiasm. Nokia’s share price slumped by 11.4% to a meagre $2.51 following the announcement.
Back in the early 1950s, the tobacco industry had started to focus on the development and promotion of filtered cigarettes. This was mainly in response to scientific data that proved smoking was indeed harmful to human health. One brand in particular – Marlboro, started to be sold with filters. The knock-on effect was that Marlboro began to be viewed as a cigarette for women, much to the dismay of the brand’s owner Philip Morris.
Motivated by making Marlboro more universally appealing, Philip Morris tasked its advertising agency Leo Burnett to create a new image. An image that would reinvent Marlboro for a wider market.
Tiger Woods was once the epitome of the all-round American good guy. He was a devoted family man, uber-successful sports star, and brand figurehead for the likes of Nike, Accenture and TAG Heuer. He’d won a total of 71 official PGA Tour events, including 14 majors, and was hailed as the world’s most marketable athlete.
But in 2009 things changed. Tiger crashed his Cadillac into a fire hydrant, yards from his Florida home. The crash set in motion a chain of revelations, in which fans learnt that Tiger had been a very naughty boy; cheating on his wife with over a dozen women, ranging from porn stars to cocktail waitresses.
In 2010, Kirsty Henshaw appeared on the popular TV series “Dragons Den”. She had invented a healthy alternative to ice-cream, and was looking for a £65K investment in exchange for 15% of her company.
Kirsty successfully secured dragons Peter Jones and Duncan Bannatyne as her new partners. Granted, her product is innovative. At a feature level, it’s bang-on trend by being low fat, and low calorie. It’s also free of dairy, sugar, gluten, additives, soya, cholesterol and nuts. But watch the clip and you’ll realise it’s not just Kirsty’s product that catches the interest of the multi-millionaire investors, it’s her story. This exemplifies branding through storytelling. Read more