The Lancashire brand

By LBV

23 May 2012

When times are tough economically, one of the first things all businesses look at is their marketing budget. More precisely most look at how they can cut their marketing budget. The smart firms look at how they can get a better bang for their buck, maybe even spend a little more and by the time the economic climate improves, they are usually the companies that have survived and thrived through the recession.

Maintaining or building a profile when your competitors have taken their eye off the ball secures you a key advantage in business, and the art of good marketing was one of the key ingredients to the success of the Virgin brand – according to Sir Richard Branson at least, who I heard extolling the benefits of good advertising at a conference recently.

So, from being a rather tired brand, seen as more yesterday than tomorrow by most people, a series of new television ads have recently put the Co-operative supermarket chain back in the game. During the eighties, Levi’s reinvigorated its brand and subsequently its market share with its campaign theme based around classic tunes like Marvin Gaye’s ‘I Heard it through the Grapevine’ and decent looking male models stripping off in a launderette. And who cannot admire the sheer consistency of Starbucks for their continued drive towards global domination of the world of coffee with its constant investment in customer care, and its determination to make us all love the brand.

On the opposite side of the fence you have mega high street names, including Woolworths, Ethel Austen and most recently Mothercare who have either disappeared altogether, or who are downsizing at a rapid rate of knots. Failure to take care of your brand, modernise your offer and invest in decent marketing can, literally, kill a business.

The same can be said of cities or places. In Downtown’s series of ‘Big Conversation’ events, which will continue throughout the year, a number of people have voiced their concern about Lancashire’s failure to project a positive, modern image. There appears to be no clear marketing message, certainly no clear theme, and an absence of anything tangible.

This is one of the things that I am told the Lancashire LEP is seriously looking at. They need to get a move on.

Like smart businesses, smart cities invest in their brand. Marketing Manchester has a long term track record of delivering successful campaigns for the regional, national and international markets, and has wowed marketers with its simple but effective ‘I Love Manchester’ campaign, launched following the riots in the city.

Liverpool Vision will launch its own Marketing Liverpool offer later this year, and has already reaped huge rewards from taking the calculated risk of investing in the Shanghai Expo, the Liverpool Embassy in London and most recently and spectacularly the Sea Odyssey ‘giants’ street theatre, which cost the city £1.5million – but generated over £12 million.

In Leeds, too, they have taken up the challenge, with Marketing Leeds appointing Lurene Joseph as its new chief executive. Lurene comes to Leeds from the Greater London Authority where she worked directly with Mayor Boris. She will know a thing or two about spin I guess.

Here in Lancashire we cannot afford to be left behind. We need to invest in our brand, renew and modernise that brand urgently, and begin to recognise the value of good marketing. In simple terms: We need to decide if we want to be a Woolies or a Starbucks! 

Frank McKenna
Downtown Lancashire in Business 

 

Enjoyed this? Read more from LBV

Latest news

1

PM urged not to retaliate over tariffs Manufacturing

PM urged not to retaliate over tariffs

03 Apr 2025

2

CMAC Group appoints Matthew Ratcliffe as chief operating officer Matthew Ratcliffe CMAC

CMAC Group appoints Matthew Ratcliffe as chief operating officer

03 Apr 2025

3

For sale signs at The Villa Villa Wrea Green has been brought to market (Image credit: The Villa Wrea Green)

For sale signs at The Villa

02 Apr 2025

4

Montane group expands with new Lancashire hub Anthony Rae Scott Murcott And Adam Lee

Montane group expands with new Lancashire hub

02 Apr 2025

5

Trio of wins for Lancaster brand and digital consultancy Tom Grattan MD and Daniel Wallace

Trio of wins for Lancaster brand and digital consultancy

02 Apr 2025

Pc Prestonmacan Gif980x120 March
Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Lancashire Net Zero Carbon Conference
Net Zero Carbon Social 1200px
Networking
18 Jun 2025

Lancashire Net Zero Carbon Conference

Crow Wood Hotel & Spa Resort, Burnley, BB12 0RT

08:30 - 13:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

RISE - The Academy for Female Leaders and Managers
WENDY BOWERS RISE Illustrstion copy.jpg.jpg
LBV Hub Seminars
02 Apr 2025 - 08 Oct 2025

RISE - The Academy for Female Leaders and Managers

East Lancashire Chamber of Commerce, Clayton le Moors, BB5 5JR

09:00 - 15:30

Lancashire Business Expo 2025
https---cdn.evbuc.com-images-880395853-4862066883-1-original.20241022-091152-2.jpeg.jpg
LBV Hub Exhibitions
04 Apr 2025 - 04 Apr 2025

Lancashire Business Expo 2025

Sir Tom Finney Sports Centre, Preston, PR1 2HE

09:00 - 15:00

The Business Network Central & East Lancashire
LBV Hub Networking
24 Apr 2025 - 24 Apr 2025

The Business Network Central & East Lancashire

Stanley House, Blackburn, BB2 7NP

11:30 - 14:15

People Power: Exclusive Event Series
Stay ahead in 2025.jpg.jpg
LBV Hub Seminars
29 Apr 2025 - 29 Apr 2025

People Power: Exclusive Event Series

People's History Museum, Manchester, M3 3ER

17:00 - 21:00

Planning for the future + navigating Inheritance Tax changes
Planning for the future + navigating Inheritance Tax changes for website.png.png
LBV Hub Seminars
01 May 2025 - 01 May 2025

Planning for the future + navigating Inheritance Tax changes

Stanley House Hotel, Mellor, Blackburn, BB2 7NP, Blackburn, BB2 7NP

08:00 - 10:30

A night at the races
1.png.png
LBV Hub Dinners / Balls
02 May 2025 - 02 May 2025

A night at the races

Morecambe FC, Morecambe, LA4 4TB

19:00 - 23:59

Amber River True Bearing quarterly investment seminar
LBV Hub Seminars
22 May 2025 - 22 May 2025

Amber River True Bearing quarterly investment seminar

Cottons Hotel & Spa , Knutsford, WA16 0SU

16:00 - 18:00

Liverpool Business Expo 2025
https---cdn.evbuc.com-images-881365363-4862066883-1-original.20241023-085714.jpeg.jpg
LBV Hub Awards
23 May 2025 - 23 May 2025

Liverpool Business Expo 2025

Aintree Racecourse , Liverpool , L9 5AS

09:00 - 15:00

National Centre for Remote and Rural Medicine Conference 2025
Remote and Rural 3.jpg.jpg
LBV Hub Awards
05 Jun 2025 - 05 Jun 2025

National Centre for Remote and Rural Medicine Conference 2025

North Lakes Hotel and Spa, Penrith, CA11 8QT

09:30 - 17:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more Lbv121 Online Graphic
Subscribe now

Weekly news bulletin