Monday, January 14, 2008

Are you a Virgin or a Rolls Royce?

Just a quick blog here, but I woke up this morning with the unquenchable urge to tell you about one tiny part of a book I just read. HEMP – Highly Effective Marketing Plan by Peter Knight.

The section of the book asked people formulating marketing plans to consider which companies they were aiming to emulate in their marketing plans.

It’s a simple question – but brilliant I think.

Obviously a company aiming to be more like Toyota is going to be a very different company to one with a Body Shop state of mind. A company with a Jetstar, Easy Jet or South West feel will be quite different to an Emirates-esque one.

The message isn’t about copying these companies, just about recognising the good points in their culture, style, promotions, public perception and saying “that’s the type of company we are or would like to be”.

The case study provided in the book states:

“Redcup (the case study company) is Virgin Atlantic, Diesel, Mini Cooper S, Planet Organic. That’s because Redcup is young, bold, fun, iconoclastic and revolutionary.”

So in the words of the recently revived Spice Girls “Who do you think you are”?

Sign up to Kirsty's weekly email online at:

By Kirsty Dunphey with No comments


    • Popular
    • Categories
    • Archives