Everyone wants a Kitemark
An increasingly frequent brief from clients after we complete a positioning exercise is “we just need to turn that into a Kitemark”. A quick note for readers outside the UK – the Kitemark is a product quality/standards accreditation mark, which was originally developed in 1903 by the British Standards Institution (BSI). The Kitemark is now [...]
Waitrose, the UK’s upmarket supermarket chain, has recently announced as part of its continued roll out of its convenience store format that will adopt the ‘little Waitrose’ sub-brand name, which it has piloted at some of its initial sites. As well as Waitrose’s increasingly ambitious growth plans being eye-catching, we think that in its way [...]
What makes a “Technical Director”?
I was recently reminiscing about my career and how things have changed since I started out 15 years ago. Back then, I was lucky to have a 14.4k modem that I could only afford to run for an hour or so a week. Now I’ve got a 40Meg permanent connection on which I can stream [...]
Shopping for legal advice?
Since last Thursday’s (6 October) introduction of “Tesco law” (legal deregulation permitting non-law firms to provide legal services and external investment in law firms) we haven’t seen the launch of Tesco Legal in Tesco branches around the country. Although there are apparently plans being developed by the Co-operative and WH Smith. But how much of [...]
All in the mind?
For the last few years many businesses like to talk about themselves as brandowners. It’s a term we’re wary of at Corporate Edge. The lawyers may like it and TM everything in sight from logo to strapline, but the reality is products’ and corporations’ reputations, campaign ideas and brands aren’t own-able. They’re not on the [...]
Sonic the brand
It’s been in the news again recently that electric car manufacturers will need to create an artificial sound due to the dangers of being undetected by unsuspecting pedestrians. Yet what might seem a headache to the engineers who have spent decades perfecting the art of silence, this may be an unforeseen opportunity. Legally sounds can [...]
The King is Dead, Long Live the Brand?
Quick game of Brand Family Fortunes, anyone? OK. Here we go. Name someone associated with… #1 Apple Our survey says: #2 Manchester United Our survey says: #3 Al qaeda Our survey says: Some leaders don’t just represent their brands. They’ve wound up inhabiting and embodying them to such an extent that the brand seems to [...]
Inside Out
The recent discussions around the relaunch of the BA brand are interesting, not least because of the current internal unrest within BA. The new Chief Executive Keith Williams has already stated that he wants a “fresh start” with employees and that “the crew are at the heart of the BA brand”. In an industry where [...]
On Friday, millions of Britons, alongside a good deal of the rest of world, will put down their pens, put on their kettles (for tea, of course) and turn on their televisions.
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A few thoughts from some of the Edgers...
- How common is your birthday? http://t.co/FoVS8i8iPosted 1 minute ago
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