Yes, it's true. Maybe it's the noise about that logo, or because the soon to be ex-PM has admitted that New Labour were a little bit over-zealous in courting the press, or maybe it's just that everyone speaks marketing now...
...But incredible as it may seem, after Ford announced that it was selling off Jaguar and Land Rover, Tony Woodley (head of TGWU) announced that the UK needed prestigious" brands like these. Note that, not makes or badges or even marques, but brands.
It's one thing for marketing consultants to talk about this development in terms of brands over-stretching themselves but for an old-school union leader?
What will be the result of this current interest in logos and brands for marketers and communicators? I think it will provide a chance for those that are able to demonstrate that they can deliver added value to projects and understand what is required from a marketing side to differentiate themselves from the pack.
I'm still not sure what I think about Tony's media speech yesterday though.
Comments (1)
Well, Tony was probably the first truly brand savvy politician - though I think most politicians have a fundamental instinct for brand values. Tony, with a bit of help from Peter Mandelson and later Alistair Campbell, aimed to "reposition" the Labour Party - and used the New Labour brand to achieve this. Far from being all style and no substance, and much to the chagrin of "old Labour" firebrands and the Tory opposition, the brand promise has arguably been realised in the free-market, capitalist yet redistributist third way policies.
Part of this was a pact with the devil (ie the tabloid media) which came back to bite him. Only now he's off dare he bite back, but his successor still needs the centre ground, so don't expect to see any real action any time soon...
And now, of course, Gordon Brown has quietly dropped the "New" from Labour, and whilst still advocating third way economics, wants to give the impression that he's refreshing the brand, whilst keeping many of the previous policies (which, of course, he co-authored with Blair). Which is exactly what I would do if I was him...
Posted by Martin | June 14, 2007 8:02 PM
Posted on June 14, 2007 20:02