If you want your product or service to stand out from the crowd and to be the preferred choice of your customers then you must create an effective brand.

    Features interviews with Cheryl Giovannoni President, Europe and Managing Director, London of Landor and Simon Knox Professor of Brand Marketing at the Cranfield School of Management.  Duration 50 minutes approx.  Mp3 download.

   Landor Associates is the world's leading strategic brand and creative design consultancy. Partnering with clients, Landor drives business transformation and business performance by creating brands that are more innovative, progressive and dynamic than their competitors.(***)
   
   Professor Simon Knox is a consultant to a number of multinational companies. Upon graduating, he followed a career in the marketing of international brands with Unilever plc in a number of senior marketing roles in both detergents and foods. Since joining Cranfield, Simon has published over 100 papers and books on strategic marketing and branding and is a regular speaker at international conferences.

The topics we discuss include:

• What is a brand?
• What is a brand experience?
• What's the essence of a successful brand?
• What are the benefits of going through a branding exercise?
• What are the step you need to go through to create a brand for you products and services?
• How do you establish a brand in your customers minds?
• How should a small business go about creating a brand?
• How do you measure the success of a brand in hard numbers?
• What does brand value mean?
• When should you think about going through a re-branding exercise?
• How far can you extend your brand?
• How should you manage the success of a branding exercise?
• Is there ever a case to "kill-off" a brand?
• The first question I asked was - what exactly is branding?
• Is sustainability relevant to branding?

*** = royalties arising from Cheryl's interview are being donated to the MS Trust (mstrust.org.uk)