Every day is a learning day at S2F – especially on Wednesdays! Every other Wednesday, the S2F team gets together in the morning and takes part in a group activity. This week involved a discussion – we all chose our favourite brands and spoke about what we liked about them, to help inspire our marketing brains!
After conducting some research, the team convened and reported back on their findings. You might be surprised about what you discover!
Cameron spoke about Represent, a British streetwear clothing brand with an emphasis on quality. Cameron likes the brand due to its personal touches, such as a little ‘thank you’ note received with every order, the use of “a day in the life” videos in marketing, and the fact they produce clothing for all occasions.
Our lead Copywriter Sam chose Aston Martin, a brand that certainly exudes British excellence. Focussing on the copy, Sam likes their use of single words such as “Intensity” and “Driven”, designed to invoke emotion in the reader without overexplaining. The brand is so powerful that it doesn’t need to sell itself – it leans on its history and associations.
Luke spoke about Superdry, the iconic Japanese-inspired British clothing brand. Luke was impressed by the fact that Superdry don’t undertake any advertising, which is somewhat unprecedented for a company of their size. Instead, they relied on word of mouth and a bright eye-catching logo to establish themselves.
Harry’s favourite brand is KFC, not only because of their delicious chicken, but because of their clever advertising methods. For example, the use of imitators in KFC’s adverts acknowledges their competition – from AFC to ZFC – knowing that nobody else can compete with them on quality. He also admires the use of Colonel Sanders as a personality in the advertising.
Richard F spoke about Nike and how as a child he was fascinated with which brands sports stars would be wearing while playing. Combining this love with his marketing knowledge, Rich was absorbed by Phil Knight’s memoir and how he founded the world’s biggest sports brand – with a $30 logo becoming one of the most recognised symbols on earth.
Our Design Team Leader Shawn spoke about his favourite drink and his favourite brand – Guinness! Shawn was impressed with how Guinness has managed to maintain its relevance over hundreds of years and continues to be popular today. For 170 years, Guinness never advertised, but these days it is known for iconic marketing, such as the toucan and its clever use of black and white imagery.
In one campaign, Guinness managed to turn a negative perception – the wait for a Guinness to be poured properly – into a positive, with an advertising campaign saying that “good things come to those who wait”. Clever, eh?
Kirendeep’s favourite brand is cosmetics company Lush. She likes their emphasis on natural ingredients and a homemade, rustic aesthetic which is evident in their products and packaging. Lush also focus on sensory marketing – the inviting smell of their shops is designed to draw you in, while product names like “unicorn poop” invoke vibrant imagery.
Channelling the designer in him, Richard chose Dulux as his brand. He particularly liked the fact that they lean heavily into the use of colour, while still using their original Dulux blue in their current logo alongside a palette of colours and finishes. They continue to be a market leader, despite intense competition.
Antonio chose DGI as his favourite brand. DGI is an industry-leading camera and drone company – Antonio credited them with changing the film industry by reducing the costs of getting aerial shots. He particularly likes the fact that their products are a marriage of technology and innovation and that they focus their marketing on the idea of always inventing “the next big thing”.
Adidas was Leigh’s brand. He spoke about the history of the brand, originally owned by two brothers, and how they went their separate ways to form Adidas and Puma. Leigh was impressed with the fact that the company has only had four logos in 100 years, and has never changed font, evidencing their commitment to the ideas and beliefs of the founders.
Ranked as the most highly regarded brand in the world, Lego was Jo’s choice. She spoke about how they emphasise creativity and learning for children and have worked tirelessly to change the idea that Lego is for boys only with an expanded product range. Jo was also impressed at how they have managed to handle the competition from new technologies such as video games, and remain relevant through diversification and smart marketing.
Matt spoke about BrewDog, the craft beer start-up that’s turned into a global brewing giant. Matt likes their strong environmental beliefs and the fact they stand behind their words with carbon negative beers and reforesting projects, appealing to consumers as they become more environmentally minded.
S2F’s Managing Director chose the football club dear to his heart, Aston Villa! He spoke about how they are consistent and clever in their usage of lion imagery, which follows into other aspects of fanhood. For example, “joining the pride” to become a fan and being the “pride of Birmingham”.
As you can see, we are interested in all sorts of brands and products at S2F, and we can’t help but see things through our marketing-tinted glasses! But what would your favourite brand be and why?
Are you searching for your brand identity? If so, contact us now and we can help you.