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First named Superbrand… again!
Wednesday, April 02, 2008
From Accenture and Aston Martin to Vivienne Westwood and Yellow Pages, the guest list was eclectic. And, as I found during the evening’s events, the presentations at the Superbrand 2008 launch were as varied and stimulating. I arrived, unfortunately early, at the Cumberland Hotel, Marble Arch as a guest at a celebration of B2B branding. I say “unfortunately” as I was on my own and hate the initial hanging around pretending to read the programme while furtively glancing to find readable, badged chests to introduce to my badge. Fortunately the PR badges were swooping on lonely souls and as the room filled I was soon bumping badges with all and sundry.
I had been invited to represent our long-standing client, First. We created their brand fourteen years ago and are still working with them to maintain their brand reputation. Now, as a FTSE 100 company and the world’s leading transport operator, they have been voted a business Superbrand for the second year running.
Following “the gathering”, the event was kicked off with an MC from daytime telly, a stand-up who provided great amusement between the serious stuff. The serious stuff began with an introduction to the Superbrand raison d’etre, followed by masses of stats showing movement of brands, winners and losers, comparison charts etc.
...he managed to convey the simple excitement of a brand that began in his parents’ living room
This is not easy to make exciting, so it was welcoming to greet the MC again. The next presentation looked more desirable - Virgin Galactica! With stories of Richard Branson and American presidents, moving models of space ships and simulations of weightless flight, it promised great things. However it was the last presentation by the very young founder of Glasses Direct that won my applause. With a few slides, in extra bold Helvetica, and a few stock photos, he managed to convey the simple excitement of a brand that began in his parents’ living room and was exceeding its expectations weekly. The lack of visual aids helped this speaker to talk directly, briefly and clearly and as we retired to various icebreaker games and refreshments, I vowed to retain that message.
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First named Superbrand… again!
March 2008
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