Equity for Punks
While the supermarket shelves are bulging with new product lines brand loyalty is shrinking faster than an MP’s expense account.
The markets have moved beyond mature to overcapacity. Choice might still be king but increasingly it's confusion that rules.
Unless of course your offering equity for punks.
Stuff that Sticks
In a recent interview with Andrew Marr I was surprised to hear General Sir David Richards refer to the British military as a ‘hugely strong’ ‘brand’. One that ‘despite cutbacks’ would continue to achieve its core objectives.
So is the British military a brand? If so presumably its premium status means that it is more desirable, for those countries who can afford it, than say the Afghan military who would not be able to command the same premium rate?
Our manufacturing base might not look too hot but here at least is something we do well – a world class brand. But what about the cutbacks? If we go along with the general’s notion of the military as a brand – one which is strong but cash strapped – then surely it would make sense to consider some strategic cross branding?
Brand ‘X’ is in need of the halo effect which brand ‘Y’, the British military, has in spades. In return brand ‘Y’ gets a much needed injection of cash. The question is who would make the perfect partner – Proctor and Gamble perhaps?
Unfortunately like most good ideas it looks like this one has already been done by a creative team based at The School of Communication Arts. Well done chaps!
