TOM GEORGE, CHIEF EXECUTIVE, MEDIAEDGE:CIA
Yes. Using heritage to evoke quality is the oldest trick in the book, and for mass-market brands it is a highly effective one. It lets us fast-forward through the storytelling and connect with a ready-made brand identity.
It is largely irrelevant whether the story is real or not, what matters is that the history fits the brand and the sector. For alcoholic drinks, an association with tradition works because it brings with it an air of longevity, care and authenticity. It also helps differentiate a brand in what is a crowded market.
But consumers are getting more cynical and demanding greater transparency. Brands that attach themselves to an implausible, pseudo-heritage are going to get caught out.
JEZ FRAMPTON, CHIEF EXECUTIVE, INTERBRAND
Maybe. The key question is to understand the role provenance could play in creating a relevant proposition for the brand. It is crucial to know what drives consumers' demand within the market. This can determine the business case for the brand and reveal strategies to show how it can most effectively build economic value.
Next, you need to consider the potential sources of differentiation available to the brand and consider the role that provenance can credibly play in driving demand.
It is all based on a true understanding of how consumers select their brands, what drives demand today and what could drive demand tomorrow.
LISA THOMAS, CHIEF EXECUTIVE, LIDA
Yes. A brand has to give its consumers something to identify with in order to stand out from the crowd. All brands, irrespective of sector, need to achieve meaningful differentiation from their competitors, but this must also be sustainable.
This is crucial in the premium sector, but still relevant for mass-market products and services, and, to a lesser degree, in the value markets. Boots' focus on its Nottingham-based pharmacy heritage, for example, gives customers and prospects something they can trust and easily identify with - history, professionalism and location.
Brand provenance gives reassurance in purchase decisions and helps customers justify parting with their hard-earned cash.
ROB OUBRIDGE, MANAGING DIRECTOR, AQUEDUCT
Yes. Provenance is very important to mass-market brands - to think otherwise would be to label the vast majority of people as interested only in price.
With reference to the Bell's repositioning, its drinkers may not be 'discerning' in the way that a Glenmorangie drinker is, but to suggest they don't care about the product is silly. How else are we supposed to choose between brands if not on the basis of how it was made or the ingredients used - attributes that are then brought to life in everything from advertising to the label and bottle design?
The 'story' remains absolutely core to the brand. Many a consumer decision starts with the unspoken question ... 'Bell's? What's the story?'