Branding must be different, relevant and trusted to stand out from the crowd and deliver real business benefits, those attending the latest Creative Bath event heard.
The message came from Steven Fuller, creative director of award-winning Bath brand agency The House, and was echoed by other speakers at the Brand and Deliver event.
Steven said too many brands simply followed the crowd with a cliched approach to their websites, images, promotional material and advertising. So it was little wonder they failed to connect with their customers.
Urging those in the audience to be creative, he said it was brands like Honda, with its pioneering Power of Dreams advertising – which did not even feature its products at first – that were setting the pace and reaping the rewards.
Tim Fendley, a partner at international consultancy Applied, drew on his experience working in the motor industry with marques such as Audi and Lexus to talk about the power of brands.
He also worked with Bristol City Council on its Legible City campaign, which seeks to improve the city’s identity through better street signage, maps and information. While this project helped with the city’s branding, it did not involve a new logo or snappy tagline, he pointed it. It worked on a far more subtle level.
Graeme Fearon, a specialist in intellectual property at Bath law firm Thrings, which sponsored the event, spoke about the need to protect branding and other intellectual property.
The event, staged at the Ustinov Studio, also heard from Blaire Palmer, author, business muse and co-founder of organisational change consultancy Taming Tigers, who explained why some brands get it wrong by failing to engage with customers or staff in a meaningful way.
For future Creative Bath events go to www.creativebath.org/events
