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New business, as usual
Last time we contacted you, we were over the moon about winning Orchard Toys and Countrywide Legal Indemnities. Now we're delighted to continue this winning streak with new business appointments from Norwich-based charity, Mancroft Advice Project (MAP) and accountants Martin & Acock. |
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One is now National Express
The formal rebranding of One as National Express East Anglia took place on 27 February 2008 and our own brand expert, Simon Middleton offered the following opinion:
"The challenge now for National Express is to show that the rebranding is about much more than just a new coat of paint. The essence of a brand lies in the customer experience. It is about how customers feel when they use the service. New rolling stock, a more reliable service, clean toilets, and an effort to engage with customers in an authentic way would be more likely to transform our train service and therefore revive the brand than changing the livery.
"Unless they can start to address these things there will always be the perception that the rebranding had more to do with corporate convenience than customer experience." |
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| New faces |
| Budge up, everyone! One of the (many) great things about winning new business is that we get to hire some exciting new faces to help grow the agency still further. |
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| Craig Easterbrook |
| Digital Account Manager, Craig will be responsible for developing and expanding Turton Middleton's online offering. He'll be working alongside the agency's web division and client service team to develop online marketing strategies for clients. Craig joins from digital marketing agency, Soup, where he was a Project Manager. |
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| Katie Everitt |
As Account Executive, Katie will support the client service team working on accounts including Lidl, Hamilton Acorn and SealSkinz. Katie was previously a PR Executive at RAC where she worked on the company's sponsorship of Team RAC in the British Touring Car Championship and of the Porsche Carrera Cup.
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The Gallery!
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In The Gallery this month are samples of work done for MAP, Orchard Toys, Wensum and Voluntary Norfolk.
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What's driving your business? By Simon Middleton
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All businesses, if you dig beneath the surface a little, are driven by one motivating force. The question is: do you know what your motive force is? Many businesses find themselves confused on this issue, but it's a crucial one to think through. If you don't know what's driving you, how can you decide whether it's the right driver for you? And how can you think about change.
The concept of the driving force comes from Benjamin Tregoe and John Zimmerman's slim but powerful book Top Management Strategy (Kepner-Tregoe 1980). I learned about it from the ace American consultant Alan Weiss, and I thought I'd share the bones of it with you here. Remember, however uncomfortable it might feel, your business is only being driven by one of the following forces. There's no ideal one: but it's vital that you know which one is driving you. |
| > read more |
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Norwich Union to become Aviva?
With speculation mounting that the Norwich Union brand could disappear sometime in 2008, brand expert Simon Middleton, director of Turton Middleton and 'Marketer of the Year' for Norfolk and Suffolk, comments on the implications for Aviva and Norwich:
"Norwich Union is a great brand. It has served the company well for many years and, in turn, it helped put Norwich on the map. As a brand it worked because it differentiated the company and it carried a meaning - it accurately described an insurance company based in Norwich. As a result, it has tremendous resonance locally and many people will be very sad to see it go.
"However, to remain relevant brands must be about more than just sentiment, civic pride and heritage. For Norwich Union to survive and thrive and to continue to employ large numbers of Norwich people, it has to be relevant on a world stage. As a global company, Norwich Union requires a brand name which looks far beyond our city and which can carry the right messages about the business to a new audience - often people to whom Norwich, sadly, means nothing"
Click here to see Simon on Look East discussing this story. |
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| Mancroft Advice Project (MAP) finds a home |
The Mancroft Advice Project (MAP) is a registered charity based in Norwich offering support, counselling and advice for children and young people nationwide. As part of this programme, MAP is launching a new training and educational programme to reduce homelessness and educate 14-25 year olds on the responsibilities of leaving home and they asked Turton Middleton to create a brand name and visual identity. For a look-see, why not check out The Gallery.
MAP were so pleased with the new look and name that they subsequently asked us to repeat the trick for their next project; a Sexual Health Education pack including a DVD, inserts and other literature.
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Facts from the front line...
All
been watching Mad Men? Good, isn't it? Even better are the hour-long
documentaries on the history of advertising that precede the show
itself...So what else has caught our eye from the madness that calls itself modern marketing? |
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That'll do very, very nicely...
Already the playground of the rich and famous, Dubai now boasts the world's most prestigious credit card. The new Dubai First Royale Black is a diamond-encrusted black credit card with no preset spending limits and special concierge service at elite destinations. No credit crunch here, then... |
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The greying of Mickey Mouse
With Japan's birth rate in decline, Disney has accepted the stark economics of the new market: the largest group of customers with the time and money to spend on Splash Mountain or Pooh's Hunny Hunt is mostly retired. Which means cut-price season tickets for the over-60s are now all the rage.
Anyone think of any other children's products that could also appeal to their grandparents? Baby buggies that morph into wheelchairs? |
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The importance of getting your site right...
It appears not everyone in the region is producing informative, hardworking websites like our good selves at Turton Middleton. In fact, research commissioned by the East of England Development Agency (EEDA) reveals that 62% of people in the East of England have been put off using an organisation due to a poor quality website and almost 40% have been unable to buy an organisation's products online.
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Simon talks brand and business on air
Click here to hear Simon's latest interview on Future Radio.
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Late News: Creativity goes down a storm at TIC
On
March 18th TM director Simon Middleton delivered an evening lecture to
more than 50 entrepreneurs at Thames Innovation Centre in Erith, London.
Simon's ideas on creativity, brand and enterprise were a big hit as you can see from TIC's review by clicking this link.
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| Sites for sore eyes |
What's big and clever online
these days? Here's the TM guide to what's hot on the web...
www.tnvacation.com
We love the retro design on this website. Nearly every section has its own unique design.
www.bebopjeans.com
One of the best Flash websites on the web. This site highlights the advantages of using Flash over traditional HTML techniques.
www.wellcomecollection.org/heart
This site features an impressive 3D interface. A novel but effective way for the user to navigate the site. |
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