Volume 23 An insight into some of Britain’s strongest brands
Volume 23 uk.superbrands.com
CO-FOUNDER ACADEMY OF CHIEF MARKETERS COUNTRY DIRECTOR SUPERBRANDS UK Damon Segal CO-FOUNDER ACADEMY OF CHIEF MARKETERS Nathan Mathan CHIEF OPERATING OFFICER ACADEMY OF CHIEF MARKETERS Linda Forrest BRAND LIAISON DIRECTOR ACADEMY OF CHIEF MARKETERS Ed Dawes MEMBERSHIP & EVENTS MANAGER ACADEMY OF CHIEF MARKETERS Angela Myles EDITORIAL DIRECTOR SUPERBRANDS UK Angela Cooper DESIGN DIRECTOR SUPERBRANDS UK Verity Burgess To order further books, email books@chiefmarketer.co.uk Published by Academy of Chief Marketers William Old Centre Duck’s Hill Road Northwood HA6 2NP © 2023 Superbrands Ltd Printed in England ISBN 978-1-9997456-3-9 All rights reserved. No part of this publication may be reproduced or transmitted in any form by any means, electronic, digital or mechanical, including scanning, photocopying, recording or any information storage and retrieval system relating to all or part of text, photographs, logotypes without first obtaining permission in writing from the publisher of the book together with the copyright owners as featured. All content was correct at the time of going to print.
Contents
CONTENTS About Superbrands Academy of Chief Marketers Endorsements Superbrands Selection Process Introducing the Expert Councils Foreword BRAND STORIES Autoglass® B Boots C Business Design Centre B CBI B Coca-Cola C Continental C Crowne Plaza® Hotels & Resorts B De Vere B Dr Pepper C Edwardian Hotels London B Fairtrade Foundation B Fanta C Financial Times C Flymo C Go.Compare C Holland & Barrett C Hoover C Howden B Investors in People B Irwin Mitchell B Marshalls B Paddy Power C Photo-Me B Ryman B Sandals Resorts C Savills B Savlon C Selco Builders Warehouse B Shred-it B Silentnight C Sprite C STAEDTLER B Subway® C Sunbelt Rentals B Tata Consultancy Services B Tate & Lyle B tommee tippee® C TONI&GUY C Vodafone C Whistl B Key B - Business Superbrands Qualifier C - Consumer Superbrands Qualifier THOUGHT PIECES Building the Metaverse: A Technical Perspective By Nathan Mathan CEO, DNA Digital How Brands Can Stay Ahead of the Economic Downturn By Andrew O’Connell MD United Kingdom, Dynata MeetingToday’s Environmental Challenges By Steve Palmer Sales Director, Geoff Neal How the Metaverse and Crypto are Revolutionising Marketing By Damon Segal CEO, Emotio Design Group From One Crisis to the Next By Andrew Stephenson Director of Marketing EMEA, Treasure Data COVER ARTIST About Susheel Basra APPENDIX Research and Results Overview Superbrands Expert Council Members Qualifying Brands
About Superbrands
Superbrand status is awarded for quality, reliability and distinction. Only the most highly rated brands achieve this accolade To ascertain which brands are most highly regarded, a comprehensive l ist of more than 3,200 consumer and business-to-business brands are voted on by our independent expert panels, alongside consumers, for the Consumer Superbrands programme and business executives for the Business Superbrands programme. Votes are combined to reach a final ranking for each brand and those with the highest scores are awarded Superbrand status. Volume 23 of the Superbrands UK publ ication, tel ls the story of many of these successful brands, exploring their history, development and achievements, showcasing why they are so wel l-regarded. These case studies provide valuable insights into the strategies of the brands that consumers and business professionals trust and admire. The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world. The UK programme is run under l icense by the Academy of Chief Marketers.
Endorsements
SOPHIE DEVONSHIRE Chief Executive The Marketing Society Author of Superfast: Lead At Speed Co-Author of LoveWork: The Seven Steps to Thrive at Work JOHN NOBLE Director British Brands Group JENNIFER SPROUL Chief Executive Institute of Internal Communication The incredible mix of magic, art, science and analysis that is necessary to build a powerful and valuable brand should never be underestimated. When you couple that with the agility and resourcefulness that’s needed to thrive through changing and challenging times, those who manage the brands contained in this year’s edition of Superbrands should feel incredibly proud. Behind the case studies and tables in this book lie stories of endeavour and grit from marketers and those involved in supporting the customers in these businesses. As organisations reshape in a changing world with evolving customer needs and priorities and as they recover or re-orientate their goals after the impact of a pandemic, it’s fascinating to see which marketers have maintained brand momentum and who are the movers and shakers in building the Superbrands which will play a pivotal role in the economy of the countries they are in, and in the society of the markets where they’re located. The stories behind Superbrands always provide inspiration for others who want to build brands that make an impact – congratulations to all involved. What is the relationship between brands and price? That’s a critical question in the midst of a cost of living crisis and it defies an easy answer. As people struggle and are forced to trade down, the key of course is not the lowest price but the greatest value at an affordable price-point. Value is now under a rigorous spotlight, as the period of inflation-beating price stability with innovation improvements included seemingly for free comes to an end and companies are forced to raise prices. This is proving time when brands are put to the test. Those that combine meaningful rational values with strong emotional values will be the likely survivors and indeed winners, justifying the long-term investment needed to build and sustain strong brand equity. The pages here are full of examples of brands with evocative propositions that continue to deliver strong value and it is a pleasure to see them showcased and celebrated in this way. It’s a pleasure to continue our support with this next edition of Superbrands. The environment continues to present challenges and opportunities for brands to navigate. Ensuring they keep pace with the fast and ever-changing needs and expectations of their customers, employees, and stakeholders, against the backdrop of a commercial landscape that has become more complex and uncertain. Communication both internally and externally has a great bearing on brand success and organisational survival. It is more important than ever to recognise those brands doing great work, creating excellent experiences, delivering continued innovation and organisational agility, all whilst staying true to their values. Congratulations to all those brands included in this year’s edition.
Superbrands Selection Process
About the Superbrands Selection Process Superbrands Volume 23 The annual Consumer Superbrands and Business Superbrands surveys are long running brand sentiment studies that identify the UK’s strongest consumer and business-to-business brands respectively. Brands do not apply or pay to be considered for Superbrands status. In order to provide a broad review of the market and ascertain the strongest brands in each category, all the key players in each sector are evaluated through the voting process. More than 3,200 brands across 157 categories were voted on in this year’s surveys. These initial brand lists were compiled using a range of relevant data sources, such as market share, share of voice and industry league tables. Since 2006, this has been independently managed by The Centre for Brand Analysis (TCBA), which undertakes brand research, evaluation and strategy projects. Consumer Superbrands A total of 2,533 British adults voted on a list of 1,634 brands across 85 different categories. The list is also ratified by the independent and voluntary Consumer Superbrands Council; 39 leading marketing experts, providing a secondary quality control mechanism. Brands not highly rated by the experts are vetoed from attaining Consumer Superbrand status. Business Superbrands This list is jointly chosen by 2,517 British business professionals with purchasing or managerial responsibility, and the independent, voluntary Business Superbrands Council comprising 27 leading business-to-business marketing experts. Both audiences voted on 1,580 brands in 72 categories. Definition of a Superbrand All those involved in the voting process bear in mind the following definition: ‘A Superbrand has established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.’ In addition, the voters are asked to judge brands against the following three factors: • Quality Does the brand provide quality products and services? • Reliability Can the brand be trusted to deliver consistently? • Distinction Is it well known in its sector and suitably different from its rivals? Naturally, as a brand perception and sentiment survey, individual opinions will be impacted by a number of additional factors. Only the most highly regarded brands from these surveys are awarded Superbrand status. These brands do not pay for this status and can proclaim their success to stakeholders. Member brands are also able to use the Superbrands seal (shown below) to showcase their award. To access the consumer and business professionals that vote in our surveys, TCBA has partnered with the global leader in digital research data, Dynata. Dynata is the world’s largest first-party data platform for insights, activation and measurement. With a reach that encompasses over 67 million consumers and business professionals globally, and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. Dynata serves more than 6,000 market research, media and advertising agencies, publishers, consulting and investment firms and corporate customers in North America, South America, Europe and Asia-Pacific. dynata.com
Introducing the Experts
STEVE ALDRIDGE UK Chief Creative Officer Wunderman Thompson ROB ALEXANDER Partner Headland RUTH ALLCHURCH Managing Director WE-UK CHRIS ASHLEY-MANNS Strategy & Planning Director Octopus Group ALEX BIGG CEO MHP Mischief KATE COX CEO Bray Leino NIKKI CUNNINGHAM Managing Director Curious STEVE DYER Managing Director OilTheWheels JAMES FARMER Co-Founder B2B Marketing JASON FLETCHER Executive Creative Director Merkle B2B ANDY GALLAGHER Vice President, Client Engagement Analytic Partners JAMES HOLLAND Head of Branding The Marketing Practice DAN KEENE Director of Strategic Development Wonder STEVE KEMISH CEO Intermedia Global (IMG) MARK LETHBRIDGE Group Chief Executive Gravity Global NICK LIDDELL Brand-Strategist-At-Large Baron Sauvage CLAIRE MASON Founder & CEO Man Bites Dog STEPHEN MEADE CEO McCann Enterprise MICHAEL MURPHY Senior Partner Michael Murphy & ANDREW O’CONNELL Managing Director, UK Dynata RICHARD ROBINSON Managing Director Xeim Engage & Oystercatchers CLARE RUSSELL Creative Director Ogilvy MARY SAY CEO & Co-Founder Brand Potential SUSIE SROKA Managing Director Omobono KARLA WENTWORTH Managing Director Vantage Clever DAVID WILLAN Co-Founder & Former Chairman Circle Research (now Savanta) PROF. ALAN WILSON Emeritus Professor of Marketing University of Strathclyde Business Superbrands Council The Business Superbrands Council is chaired by council member Stephen Cheliotis, Chief Executive at The Centre for Brand Analysis (TCBA)
Introducing the Experts
Consumer Superbrands Council The Consumer Superbrands Council is chaired by Stephen Cheliotis, Chief Executive at The Centre for Brand Analysis (TCBA) SARAH BAUMANN Managing Director VaynerMedia FIONA BENNIE Managing Director, Sustainability Studio Accenture Song ANDREW BLOCH Founder Andrew Bloch & Associates/ Frank PR ED BOLTON Creative Director of Brand frog YASMIN BORAIN Chief Experience Officer Tribal Worldwide FEDERICA BOWMAN CEO FirmDecisions WILL BROOKES CEO Raconteur HELEN CALCRAFT Co-Founder Lucky Generals MANEEZE CHOWDHURY CEO (UK) Exposure JONATHAN EMMINS Founder Amplify MICHELA GRACI Strategy Partner Coley Porter Bell JOSH GREEN Executive Creative Director Octagon PHIL HAKIM Group Director Flipside ALISON HOAD Chief Strategy Officer Publicis Poke VANELLA JACKSON Global CEO Hall & Partners LOUISE JOHNSON CEO Fuse ROB KAVANAGH Executive Creative Director OLIVER UK OLLY KNOWLES Creative Director VMLY&R MIKE KUNHEIM EVP, Managing Director Jack Morton Worldwide EMMA LAX Head of Strategy Cake DAMIEN LE CASTREC Head of Strategy Droga5 London OWEN LEE Chief Creative Officer FCB Inferno HOLLY MAGUIRE UK CEO Superunion UK PETER MARTIN Group Managing Director SMP & Melody PAUL MASKELL Co-Founder YOLK Creative London PAUL MCENTEE Founder Here Be Dragons ANDREW MCLEAN Head of Strategy PHD UK LORI MEAKIN Founder Joint KARA MELCHERS Content Strategy Director Canvas8 RICHARD MOSS Chief Executive Good Relations JAMES MURPHY Co-Founder & CEO New Commercial Arts NATASHA NANNER Director of Creative Strategy, EMEA Whalar THOM NEWTON CEO Conran Design Group ALLY OWEN Founder Brixton Finishing School KAM PHULLAR Strategy Director Ogilvy Germany LISA RIORDAN Creative Director Imagination MICHAEL TOMES CEO & Founder Creativepool ADRIAN WALCOTT Managing Director, Brands with Values & Co-Founder, BAME2020 MATT WILLIFER Chief Strategy Officer Carat UK
Foreword
Welcome Superbrands Volume 23 As the world faces ever-changing economic conditions, we have released our latest Superbrands annual. The book celebrates some of the world’s most iconic brands and provides an in-depth look at how these brands have succeeded and qualified as Superbrands. The publication of this book comes at a time when businesses are increasingly looking to localise their operations better to withstand global volatility. Many of the stories in this book explore how brands have bounced back from various complex international events. We trust that understanding how different brands have achieved their Superbrand status, even with such challenges, can help inspire marketers and brand owners on how to attain greatness for their business. In a rapidly changing world, it is more important than ever for businesses to stay ahead of the curve. As technologies like blockchain and web 3.0 gain mainstream traction, brands scramble to understand its potential implications for their industry. Superbrands explores these areas as a community, to help make sense of them; some of those learnings have been included in our thought leadership pieces enclosed for your enjoyment. It is an absolute pleasure to put this annual together with all our partners, brands and especially YOU! We couldn’t do it without these contributions or your interest in their work. Thank you. A special shout-out goes to our team members who tirelessly work behind the scenes day after day to bring this publication together. We are so grateful for what you bring each year, both in terms of your talent and passion for building our community of collaborative senior marketing and branding professionals. We trust you will find some golden nuggets in this volume of the Superbrands annual and look forward to discovering what you put in place based on the inspiration found between these covers. So lean back, relax and read on. Damon Segal Co-Founder Academy of Chief Marketer Country Director Superbrands UK
uk.superbrands.com Superbrands UK Vol. 23 Autoglass® is a leading consumer and business automotive brand, providing vehicle glass repair, replacement and recalibration to more than one million motorists every year Market Autoglass® is the UK’s favourite vehicle glass repair, replacement and recalibration specialist. Autoglass® is part of Belron® Group, which operates in 37 countries and served 16 million customers in 2021. Autoglass® has the widest reaching network in its field in the UK, with more than 1,000 technicians and over 90 centres providing a world-class service to motorists. Windscreens play an integral role in modern automotive design and the average car in the UK car parc uses 15% more glass than 10 years ago. The windscreen is important for vehicle safety – its correct fitting and bonding can save lives. Windscreens now incorporate complex technologies such as cameras and sensors to enable Advanced Driver Assistance Systems (ADAS) that form part of the journey to autonomous driving, such as Autonomous Emergency Braking and Lane Departure Warnings. Autoglass® is exceptional in the vehicle glass repair, replacement and recalibration market, as it has its own dedicated research and development team: Belron® Technical – a network of innovators and thinkers, all focused on driving technical standards and developing innovations that break new ground to improve the service provided to its customers. Autoglass® works with companies in the insurance, fleet, lease, and rental segments – large and small – across a full spectrum of industries, and continues to expand its commercial partnerships within these sectors. Autoglass® handles some of the vehicle glass claims for nine of the top 10 motor insurance companies in the UK, providing a world-class service to policyholders, demonstrated by its NPS score of 77 in 2021. Product Autoglass® exists to make a difference with real care. By providing exceptional customer service at every touchpoint and being an ambassador for road safety, Autoglass® has become one of the UK’s most trusted service brands. The company operates a ‘Repair First’ philosophy, ensuring that, wherever possible, it will repair a chipped windscreen rather than replace it. This is a safe solution that saves time and money, as well as being better for the environment. If the damage is beyond repair, Autoglass® will replace the glass. It only uses Original Equipment Manufacturer (OEM) standard glass, ensuring that each replacement windscreen is as good as the original. Autoglass® is an industry leader in safety and champions the role that ADAS technology plays in improving driver safety. The recalibration service provided by Autoglass® delivers a seamless customer journey with the glass replacement and recalibration happening at the same appointment. As well as being a far better customer journey, this eliminates any risk that may exist between the time of glass replacement and subsequent recalibration – including on-board diagnostic checks prior to the windscreen removal to understand if there are any existing faults to the vehicle. Achievements Autoglass® is proud of being a trusted and respected company in the eyes of its people, customers and partners. Its work for charity is extensive, supporting more than 15 UK-based charities and community projects. In addition, in 2021, the annual Spirit of Belron® Challenge saw Autoglass®, Belron® and associated brands raise more than €1.7m for Afrika Tikkun. Autoglass® is committed to achieving continual improvement in Health and Safety management and it is certified to ISO 14001, ISO 9001 and OHSAS 18001 standards. Progress around sustainability and corporate responsibility has been significant. Autoglass® announced in 2021 that it now purchases 100% of its electricity from renewable sources and recycles 100% of its glass waste. The company has also reduced its carbon emissions by 43% over the past four years, a reduction of more than 5,600 tonnes, as part of its ongoing commitment to responsible business practices. Recent Developments Autoglass® prides itself in being at the forefront of innovation in the automotive after-market and has invested heavily in understanding the implications of ADAS technologies. In 2016, it became the first to offer a nationwide ADAS recalibration service. Autoglass® ensures that all customer-facing employees complete three levels of ADAS training. It has more than 90 centres offering recalibration across the UK and continues to invest as the adoption of this technology grows. Autoglass® also spearheaded the creation of an industry standard ADAS training accreditation in collaboration with the Institute of the Motor Industry (IMI). Introduced in 2018, the accreditation ensures that technicians can identify and interpret A windscreen repair can be up to six times cheaper than a replacement DID YOU KNOW?
autoglass.co.uk Autoglass® information relating to a specific vehicle and its ADAS features, in order to determine which method of recalibration is required and then calibrate correctly – significantly reducing the completion time. In 2021, around 24% of vehicles that had a replacement windscreen fitted required an ADAS recalibration, in 2015 it was only just over 2%. Promotion Autoglass® became a household name in the 1990s after becoming the main sponsor of Chelsea Football Club. Since then, it has invested in several high-profile brand campaigns to ensure it remains at the forefront of motorists’ minds, cementing its position as a great British brand. In 2005, its ‘Heroes’ advertising campaign was launched, featuring real technicians and Autoglass® continues to feature real technicians in all of its advertising. Autoglass® firmly believes its people are ‘everyday heroes’ that deliver its brand promise consistently to customers. This format has been extended throughout the company’s brand communications, with employees appearing on vans and online. Sonic branding, in the form of the famous ‘Autoglass® Repair, Autoglass® Replace’ jingle, is one of the most recognisable assets of the brand. Brand Values Autoglass® has the philosophy that it makes a difference with real care. Brand History 1972 Autoglass Supplies Ltd is launched, providing mobile vehicle glass replacement. 1982 Autoglass Ltd becomes part of Belron®, the world’s largest vehicle glass repair and replacement company. 1983 Autoglass Ltd merges with Windshields Ltd to become Autoglass Windshields, rebranding to Autoglass® in 1987. 1990 The windscreen repair service is launched and Autoglass® becomes a registered trademark. 1997 Autoglass® becomes the main sponsor of Chelsea Football Club. 2005 Autoglass® launches its ‘Heroes’ advertising campaign. 2009 The Autoglass® Specials brand is launched. 2015 Autoglass® leads the industry with its Advanced Driver Assistance Systems (ADAS) recalibration investment, and it is rolled out nationally in 2016. 2018 Autoglass® launches Rain Repel – the Advanced Windscreen Kit as well as the industry’s first skill for the Amazon Echo, enabling customers to book an appointment using voice. Autoglass® also expands its ADAS expertise to 70 centres offering recalibration. 2020 In response to the Covid-19 pandemic, Autoglass® launches Full Interior Sanitisation and Touchpoint Sanitisation. 2022 Autoglass® continues to extend its footprint, with more than 90 centres nationally.
uk.superbrands.com Superbrands UK Vol. 23 Boots has been at the heart of the community for over 170 years, with the ambition to provide affordable healthcare for all – a vision that’s still alive today. Boots is the UK’s leading health and beauty retailer with more than 53,000 colleagues and 2,247 stores Market Boots is part of Walgreens Boots Alliance (Nasdaq: WBA) – a global leader in retail pharmacy, impacting millions of lives every day through dispensing medicines and providing accessible, high-quality care. Boots is committed to providing exceptional customer and patient care and being the first choice for pharmacy, beauty, healthcare and wellness, alongside offering its innovative portfolio of product brands under the No7 Beauty Company, including No7 – the UK’s No. 1 skincare brand – Soap & Glory, Liz Earle, Sleek MakeUP, Botanics and YourGoodSkin. Product One of the most trusted brands in the UK, Boots has the widest range of products and exclusive brands in the health and beauty sector. The Boots Advantage Card is seen as one of the most generous loyalty schemes and allows cardholders to treat themselves more so than from other schemes (Source: Kantar). Boots offers more than 100 health and pharmacy services, including a mix of private services as well as services that are delivered on behalf of the NHS. Furthermore, Boots Online Doctor provides quick access to advice and prescription-only medicine, without having to see a GP. In 2022, Boots worked with Macmillan Cancer Support and the NHS to launch a Palliative Care Service, providing accessible support to terminally ill patients. Achievements 2022 was another award-winning year for Boots. It won Company of the Year at the 2022 British Diversity Awards, impressing the judges with its dedication and commitment to creating an inclusive workplace as well as improving the retail experience for its customers. Boots was also named Best Beauty Retailer at The Sunday Times Style Beauty Awards for the fifth consecutive year. At the same awards, Soap & Glory Perfect Zen Body Souffle came third in the Best Body Care and Self-Tan Transformer category. At the 2022 Beauty Bible Awards, No7 Beauty Company achieved 17 accolades including gold for Sleek MakeUP Lip Volve Gloss, which also won Beauty Steal, and Liz Earle Superskin Overnight Mask, which also won Best Natural. Throughout the summer of 2022 the Boots Menopause Bus made appearances on ITV’s This Morning and toured the country with pharmacists and No7 Beauty Advisers on board to offer support and advice to over 100,000 women on their menopause journeys. Alongside this, Boots continues to raise awareness as well as empower and enable its team members experiencing menopause symptoms to get the support they need at work. This includes covering the cost of prescription HRT for team members experiencing menopausal symptoms. In July 2022, Boots was independently accredited as a Menopause Friendly Employer, making it the first health and beauty organisation to achieve this status. Recent Developments Boots continues to expand its beauty offering with brands like Ren Clean Skin and Sol De Janeiro, as well as the return of affordable own-label cosmetics range, 17. 2022 also saw some important beauty launches from No7, including an expansion of the Pure Retinol range and the launch of the Pro Derm Scan Service, bringing game-changing skin analysis to the high street. This dermatologist-grade device scans skin to give customers personalised skincare and cosmetic recommendations – the first and only service of its kind to be available nationwide. As part of its loyalty scheme offering, Boots recently ran its biggest ever Advantage Card advertising campaign, including television advertising for In 1933, Boots opened its 1,000th store in Galashiels, Scotland DID YOU KNOW?
boots.com Boots the first time in 25 years. It also launched Price Advantage, where Advantage Card holders can unlock exclusive discounts on more than 400 products each month, saving customers a total of £10m in the first six months. Boots also launched its ‘Summer better be ready’ campaign in 2022, with the aim of helping its customers prepare for their big summer plans after two years of missing out. Promotion Boots became Love Island’s official ‘Feel Good’ partner for 2021 and sponsored the 2022 series as the official beauty partner, stocking the villa with over 6,500 must-have beauty, sun, skincare and grooming products. Boots also partnered with 2021 winner, Millie Court, to provide exclusive content. Brand Values Boots’ mission is to be the first choice for pharmacy, health and beauty by caring for people, customers and communities everywhere. Looking after team members, customers, patients, communities and the planet has been at the heart of Boots, and what it does, for more than 170 years. This year, Boots reinvigorated its brand purpose, evolving its previous promise of ‘Let’s feel good’ to ‘With you. For life.’ This move reflects its modernised brand and the fact that it recognises customers don’t always want to just ‘feel good’. Boots’ new customer promise reinforces its ambition to be there for its customers for every step of their journey. Boots will serve its customers’ wellbeing for life, wherever and whenever they need it. It also continues to partner with charities such as Macmillan Cancer Support and The Hygiene Bank to deliver vital support and services to its communities. In 2021, Boots and The Hygiene Bank launched a campaign to provide essential items, resources and support to school children living in hygiene poverty. Reach backed the campaign with an open letter to its readers in the Daily Express, the Mirror and the Daily Star. Boots, Unilever and The Hygiene Bank collaborated in 2022 for the second year of the Help Tackle Hygiene Poverty campaign. For every two selected Unilever products bought at Boots, a third product was donated to The Hygiene Bank. Boots made some other big announcements this year, including its commitment to wipe out wet wipes by only selling biodegradable alternatives, in line with its sustainability commitment. As part of its sun safety partnership with Macmillan, Boots Soltan announced that it will stop producing any products under SPF15 for adults and SPF50 for children. Boots also reacted to the rising cost of living by freezing the price of more than 1,500 own-brand products until the end of 2022 as part of its Price Lock Promise. Brand History 1849 John Boot opens a herbalist store in Nottingham offering an affordable alternative to traditional medicines. 1884 Boots’ first pharmacist, Edwin Waring, is appointed and introduces half price dispensing services. 1 9 2 1 Boots registers its first pharmaceutical patent and becomes one of the first companies in the UK to mass produce insulin. 1925 A 24-hour pharmacy is opened at the Piccadilly Circus, London store. The service then becomes available countrywide. 1935 The original ‘Number Seven’ range provides a prestigious but affordable skincare range. 1944 Boots begins mass manufacturing penicillin on behalf of the Government during World War II. 1969 Ibuprofen is discovered by a team of Boots scientists and is launched as a prescription drug, Brufen. 1987 Boots Opticians is formed and becomes the UK’s second largest optical retail chain. 1997 Boots Advantage Card is launched. 2006 Boots becomes the first national pharmacy chain in England to have all stores linked to an Electronic Prescription Service. 2010 Boots Online Clinics are launched, supported by Pharmacist Independent Prescribers, giving people access to prescriptions for certain medicines. 2014 Walgreens Alliance Boots is created. 2020 Boots designs and builds the Government’s first drive-through Covid-19 test centre. 2021 In January, the first Boots Covid-19 vaccination hub is opened in Halifax. By August, Boots administers over 600,000 Covid-19 vaccinations. A pilot with Deliveroo is also announced offering over 400 health and beauty products delivered to customer’s doors in as little as 20 minutes. 2022 Boots Advantage Card celebrates its 25th birthday, with a summer of exclusive events, offers and rewards for Advantage Card holders.
uk.superbrands.com Superbrands UK Vol. 23 It has been 160 years since the Royal Agricultural Hall originally opened its doors, but the nowBusiness Design Centre (BDC) is still a place where businesses come to collaborate and grow. Welcoming almost one million visitors a year, the BDC prides itself on its initiatives that prioritise people and planet and its ability to use the company’s platform for good Market Whilst impacted heavily in recent years, the event industry is making its return to pre-pandemic activity as a key contributor to the UK economy, which generated £70bn and employed over 700,000 people. Business Design Centre (BDC) also operates in a unique position as a trade centre, welcoming not only hundreds of meetings, conferences and exhibitions each year but is also currently home to over 150 permanent showroom and office spaces. Its story began in 1986, when the former Royal Agricultural Hall was reopened, following years of restoration, into its current business model as the BDC. The venue’s initial concept was to create a collaborative environment for design companies and events to network and grow their businesses under one roof. This purpose has largely diversified over the years and now welcomes an expansive portfolio of events and residents from across a range of various sectors. Product Based in the heart of the London Borough of Islington, the Grade II listed venue has over 6,000 sq m of conference and exhibition space and a maximum capacity of 5,300 people, welcoming upwards of 900,000 guests a year. Its multi-award winning team have over 150 years of combined event management experience and work alongside events, some of which have remained at the venue since 1987. As well as its impressive barrel-vaulted mezzanine space, the venue also benefits from a large and flexible conference centre that runs alongside the main hall. In addition, the BDC has a large on site car park, Hilton hotel, gym and two restaurants as well as being positioned in a prime location on vibrant Upper Street. The range of showrooms, studios and office spaces that surround the perimeter of the main hall, benefit from the significant footfall from the events held. Across the building, these spaces are home to businesses ranging from start-ups and hybrid teams to tech companies, banking, fitness and industry leading design companies. Over 25% of the businesses that call the BDC home have been based within the building for over 10 years. Achievements In recent years, the BDC has won many industry awards for its team, the venue as well as numerous initiatives. Most notably at the Exhibition News Awards for Best Employer (2011, 2012, 2014, 2015), the ECO Award (2016), the CSR Award (2018 & 2019), Best Venue under 8,000 sq m (2019), Company Culture (2020) and the ESG Award (2022). The conference side of the business equally has been recognised at the Conference Venue & Supplier Awards as Best Venue Customer Service (2013, 2016, 2017), Best Mid-Size Conference Venue (2014) and the Sustainability Bronze Award (2020). At a wider industry level the BDC has received AEO Excellence Awards for Venue Team of the Year (2013 & 2016) and Venue of the Year <20,000 sq m (2019 & 2020) as well as the ESSA Venue of the Year (2021). Recent Developments Having been a certified CarbonNeutral® venue since 2010, under the CarbonNeutral® Protocol the BDC has been working on continuous reductions and improvements in tackling the Company’s environmental impact. In 2022, the business signed the Net Zero Carbon Pledge created by members of the industry following COP26 and launched its commitment to reaching net zero before 2030. The BDC has reduced its carbon footprint by 66.7% since 2019 and development plans are underway for the investment required in coming years to meet the net zero target. The venue also submitted its initial assessment to B Corp in 2022, taking the next steps in focusing holistically on its sustainability goals. The business has always focused on supporting its people, the community it serves as well as the environment and the BDC Management strongly believes that this is the best way to take the business forward in these areas. Promotion The BDC has seen structured investment and a focused strategy in its promotional activities During the 2012 Olympics a double decker bus doing push ups, designed by Czech artist David Cerny, was installed outside the venue DID YOU KNOW?
bdc.london Business Design Centre in recent years. Whilst attending industry events to attract event bookings was impacted through the pandemic, the BDC’s retention has seen its calendar remain busy with a high occupancy level across the event spaces. Design events have been great drivers for those who wish to operate from the building with a number of new businesses joining the list of residents in the last 18 months. The venue has showcased clients from both customer groups in its recent, ‘Where Business Comes to Grow’ campaign, interviewing longstanding clients on their own growth experience at the BDC. Considered as an incubator venue, the BDC has seen many successes in its 36-year history, with a number of events going on to successful growth at other national and international venues. In responding to recent changes at the venue, the marketing and communications have been heavily focused on the Company’s environmental impact and its journey to net zero. Animation and video content supports the communications of the BDC’s activities and a strong presence across its social channels engaging with varying audiences throughout the year. Brand Values The BDC is passionate about operating in a meaningful and ethical manner and works hard to bring the organisation together through its annual corporate objectives. The values of the business are focused on the care of its people, by providing a supportive and nurturing environment for them and creating a world-class service for clients that compares to high-end hotel standards. The BDC has retained an Investors in People Gold Standard for the last six years and its management work hard to create a transparent and open environment for the team to thrive. Supporting the community the BDC serves has long been held as an important part of its role at the venue. Since 1989, the Morris Charitable Trust, the organisation’s charitable arm, has made donations to worthwhile causes in the local community. Over £2m has been donated since the Trust was founded, with both family, shareholders and BDC team members sitting on the Board. Over the last year, the BDC has transitioned from its work supporting the NHS’s mass vaccination centre during the Covid-19 pandemic, to addressing the issues faced as a result of the cost of living crisis. With support shown for Islington Giving throughout this time, the BDC has promoted its crisis appeal and collaborated on the Big Bike Appeal, matching Ukrainian Refugees in the borough with bikes, helmets, locks and lights, allowing them independence of travel. The BDC has also partnered with new organisations and business, delivering several large-scale food banks and supporting donations of food and items from events to local charities. Leaving the world, whether the community or the environment in a better place for future generations, is key to the BDC’s vision. Brand History 1 86 1 Lord Berners lays the foundation stone of what is to become the Agricultural Hall or ‘The Aggie’. 1865 Charles Dickens visits the Great Reformatory Exhibition – which is opened by HRH Prince of Wales, later to become King Edward VII. 1885 The Agricultural Hall, earns its ‘Royal’ prefix. 1886 Charles Cruft organises his first ever dog show – Cruft’s is held in the Royal Agricultural Hall and continues to be hosted at the venue until 1939. 1894 Charles Blondin, the man who crossed Niagara Falls on a tightrope, performs at ‘The Aggie’ crossing the hall at the age of 70. 1943 The Inland and Foreign Parcels Offices at Mount Pleasant is destroyed by a fire bomb and is moved to ‘The Aggie’. 1986 After 16 years of standing derelict, the Royal Agricultural Hall is restored and reopens as the Business Design Centre. 1988 Princess Diana attracts huge crowds and paparazzi as she opens the New Designers exhibition. 2010 The BDC becomes a certified CarbonNeutral® venue. 2021 Following a year of closure due to the pandemic, the BDC reopens as a mass vaccination centre, supporting the roll out of the Covid-19 vaccine. 2022 The BDC launches its roadmap to becoming a net zero business by 2030.
uk.superbrands.com Superbrands UK Vol. 23 The CBI is the UK’s most influential business organisation. Working with both business and government, its vision is to make the UK the most dynamic, competitive and future-focused economy in the world Market The CBI speaks on behalf of 190,000 businesses – of every size, in any sector and in every nation and region of the UK. Together its members employ nearly seven million people, about one-third of the current private-sector employed workforce. Unlike individual trade associations or groups that represent one type of organisation, CBI’s widereaching and whole-economy view gives it a unique perspective and influence that ensures its members are engaged with and listened to at the highest levels of government and opposition. Product The CBI’s aim is to transform the UK economy by shaping, leading, and embracing change and helping businesses on that journey. As a not-for-profit organisation, membership is its biggest source of revenue. This is designed to help businesses succeed by giving them a voice in driving the change they need, helping them plan for the future as well as providing the inspiration and tools they need for growth. CBI events – both online and in person – provide firms with opportunities to network and share valuable experience with each other to find the solutions to current business issues – from labour shortages to investment challenges. Its leadership development programme helps create the business leaders of the future, equipping them with the skills to manage through uncertainty. Its economic surveys and forecasts are well respected, while its growing economic consultancy business provides the intelligence firms need to understand their markets and the impact of policies. Sponsorship of CBI events, reports and surveys help businesses to build their profile with an engaged, wide-reaching and highly relevant audience. Achievements The CBI has been influencing government policy and driving change across the business community like no other organisation for nearly 60 years – with ‘wins’ highlighted each year in its Year of Impact reports. It recently launched the Work Health Index – in partnership with Business for Health and the NHS. It is an interactive tool designed to help The CBI has more than 100 economic and policy specialists, the largest policy unit outside of Whitehall DID YOU KNOW?
cbi.org.uk CBI firms benchmark (and improve) their health and wellbeing provision for employees, as companies build on the role they played in the pandemic to become the nation’s first line of defence against poor mental and physical health. The CBI was actively involved in COP26 in Glasgow in 2021, launching the Goal 13 in partnership with Deloitte to help firms share best practice as they make their own progress to net zero. That work has continued with the launch of a new Sustainability Community in 2022. Throughout the pandemic, the CBI was instrumental in successfully campaigning for the launch of the Job Retention Scheme, business rates relief and grants for distressed firms. Recent Developments Green growth and health are just two of the themes of focus under the CBI’s Seize the Moment strategy – brought in by director general, Tony Danker, in 2021. Seize the Moment guides the organisation’s brand and purpose and refers to its vision for transforming the UK economy over the next 10 years. In the wake of the Covid-19 pandemic, the new UK-EU relationship and the climate challenge, there is a real chance to do things differently and aim higher for the UK economy. Despite the rising cost of doing business, there are £700bn of prizes up for grabs for a UK that goes after green growth, innovation, global trade, thriving regions and a more diverse, healthier workforce. The CBI encourages businesses – and the government – to seize the moment and act now, because growth is the only way to help improve the standard of living for all, for the long term. Promotion The CBI’s communication strategy is rooted in what its members are saying: they share their experiences and questions around critical business topics – both directly and through 12 regional and national councils and 16 sector councils. This shapes the CBI’s priorities and the messages it delivers to government, behind closed doors as well as in the press. The CBI brings its work to life by sharing member stories, as well as updating on campaign progress and policy developments in its email newsletters and via the website – which is set to relaunch in 2023. It’s active on social media too, reaching a wider audience interested in the issues affecting growth in the UK. Brand Values The CBI exists to help business build a healthier, more diverse, greener and innovative economy. It’s optimistic about the future and wants to inject energy, urgency and fresh thinking into the debate to help the UK achieve its potential. Its vision for the economy places business, and its ability to drive prosperity through providing jobs and supporting communities, at its heart. Firms will come up with – and deliver – the solutions to today’s challenges; government can smooth the way. The brand aims to make people feel inspired, informed and empowered – that they’re represented, no matter who they are or who they work for, and they’re excited by what the CBI does and what it stands for. From new businesses launching from dining room tables to FTSE powerhouses, CBI members from all backgrounds and professions can help drive the change the UK needs. They can Seize the Moment, go for growth, and together create more opportunities for their consumers, colleagues and communities right across the country. Brand History 1965 The CBI is founded, incorporated by royal charter. The overall brand identity has remained consistent, though its values have continued to evolve. 1 9 7 1 The CBI launches its brand internationally by opening an office in Brussels. 2002- Further international expansion 20 1 1 sees offices open in Washington, Beijing and New Delhi. 2019 To evolve the members-only offering, My CBI, a member-exclusive platform is launched to provide businesses with intelligence and insight. 2021 The new Seize the Moment strategy leads to a brand refresh to reflect a more dynamic, positive and ambitious CBI.
uk.superbrands.com Superbrands UK Vol. 23 Coca-Cola is one of the most recognisable brands in the world. Within the UK, the brand is worth more than £1bn and reinforces its position as market leader in the soft drinks category through ongoing brand and product innovation Market With unsurpassed global recognition, Coca-Cola is worth more than £1bn in the UK alone. Its enviable and long-standing market leading position in the soft drinks category is bolstered through ongoing brand and product innovation. Coca-Cola remains the most popular soft drink within the UK market. Other players in the market include Pepsi, supermarket own brand products as well as small, niche artisan brands. Product In 1886, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-coloured liquid and, when it was done, he carried it a few doors down to Jacobs’ Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed this new drink was something special. Jacobs’ Pharmacy put it on sale for five cents a glass and Coca-Cola was born. Today, Coca-Cola comes in both Original Taste and Zero Sugar versions in the UK with a range of pack sizes, designed for both drinking while on the go or at home. Flavour variants such as Vanilla & Cherry as well as Zero Sugar and Zero Caffeine options are also available. In addition, limited edition flavours have also added excitement to the Coca-Cola range. Diet Coke, which sits separately from Original Taste and Zero Sugar, has been around since the 1980s. Sugar free Diet Coke arrived in Great Britain in 1983, and quickly became one of The Coca-Cola Company’s most popular drinks and commands an extremely loyal fan base. Since then, the signature silver and red packaging has become almost as iconic as Coca-Cola Original Taste itself. From the infamous ‘Diet Coke break’ TV ads, to collaborations with global fashion designers including most recently, fashion icon Kate Moss, to create limited edition bottles and cans – over the years, it has become a real cultural phenomenon. Achievements Coca-Cola Original Taste is the long-standing number one soft drink brand in the UK. In addition to this, Coca-Cola Zero Sugar is the fastest growing cola brand in the UK, growing at +12.5% (Source: Nielsen, Total GB MAT up to 8th Oct 22). Recent Developments Coca-Cola recently launched a new innovation platform called Coke Creations which has been conceptualised as a celebration of innovation and the real magic of Coca-Cola. It is immersed in young adult culture, to drive relevance amongst this audience. This is a multi-year platform that will see the launch of limited edition Coca-Cola products or ‘Creations’ supported with culturally rich, digitally led bursts of activity. The name Coca-Cola is derived from two primary ingredients: the coca leaf and the kola nut DID YOU KNOW?
coca-cola.co.uk Coca-Cola Promotion Coca-Cola is inviting the world to celebrate ‘the real magic of humanity’ in its first new global brand platform in five years. The ‘Real Magic’ brand philosophy is rooted in the insight that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary – a timeless learning that feels more relevant than ever in today’s hyperconnected yet divided world. The concept that ‘real magic’ happens when people get together and find that the things that they have in common are greater than what sets them apart, is central to this. The Real Magic platform includes a new design identity for the Coke Trademark, which is anchored by a fresh expression of the Coca-Cola logo. Conceptualised by Wieden+Kennedy London, the ‘Hug’ logo was inspired by Coca-Cola’s iconic bottle shape. The brand engaged KnownUnknown, a global network of independent talent, to craft the visual identity, including all photography, animations and illustrations. The curved reworking of the brand’s signature trademark gives the effect of it being wrapped around an invisible bottle. This has been used to great effect in creative executions, where visual elements appear to be being hugged by the Coca-Cola logo. Brand Values The Coca-Cola brand purpose is to ‘Refresh the world and make a difference.’ This works in tandem with its vision to craft the brands and choice of drinks that people love, to refresh them in body and spirit, while creating a more sustainable business. The aim is to be part of a better shared future that makes a difference in people’s lives and communities as well as for the planet. Coca-Cola was the first soft drink to be consumed in space DID YOU KNOW? Brand History 1880s John Pemberton, an Atlanta pharmacist, stirs up a fragrant, caramel-coloured liquid. It is combined with carbonated water and put on sale for five cents a glass. 1890s The Coca-Cola Spencerian script trademark is registered with the US Patent Office and the first building is erected for the sole purpose of housing The Coca-Cola Company, which is rapidly outgrown. 1900s A second bottling plant begins production and the first advertising for Coca-Cola appears in US magazines. Bottling operations begin in Canada, Cuba and Panama, becoming the first three countries outside the US to bottle Coca-Cola. 1910s The contour bottle prototype is designed by Alexander Samuelson and patented by the Root Glass Company and becomes the standard bottle. In addition, the first bottling plants are opened in Europe. 1930s An advertising programme linking Coca-Cola with Christmas sees artist Haddon Sundblom create his first illustration showing Santa Claus pausing for a Coke. For the next three decades, Sundblom paints images of Santa that help to create the modern interpretation of St. Nick. 1970s The 2ltr PET bottle is introduced and the North Avenue Tower headquarters building opens. Coca-Cola also begins worldwide sponsorship of the Special Olympics. 1990s As the Berlin Wall comes down, Coca-Cola is sold in East Germany for the first time. 2010s Coca-Cola celebrates its 125th birthday. A Coca-Cola Facebook page is established by two fans and by January 2011 has more than 22 million fans worldwide. 2020s The new ‘Real Magic’ marketing platform launches to celebrate ‘the real magic of humanity’.
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