Volume 24
MANAGING DIRECTOR SUPERBRANDS UK Mark Pointer COMMERCIAL DIRECTOR SUPERBRANDS UK Oscar-Luigi Veronses SALES DIRECTOR SUPERBRANDS UK Andrew Barton EDITORIAL DIRECTOR SUPERBRANDS UK Angela Cooper DESIGN DIRECTOR SUPERBRANDS UK Verity Burgess Printed by Haland Limited 71-75 Shelton Street Covent Garden London WC2H 9JQ Under License from Superbrands Limited © 2026 Superbrands Ltd Printed in England 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.
CONTENTS
CONTENTS About Superbrands Endorsements Superbrands Selection Process Welcome BRAND STORIES Autoglass® Aviva Boots British Heart Foundation Business Design Centre CEWE Crowne Plaza® Hotels & Resorts De Vere Finastra Flymo Heathrow Holland & Barrett Hoover Howden Irwin Mitchell Marshalls Moleskine P&O Ferries Paddy Power Qatar Airways Rentokil Savills Selco Builders Warehouse Shred-it Silentnight Slumberdown STAEDTLER Subway® Sunbelt Rentals Tata Consultancy Services Tate & Lyle The AA The Business Show Tommee Tippee® Vodafone THOUGHT PIECES Branding in an AI World By Andrew Crombie Principal, Crombie Consulting The Evolving Role of AI By Andrew O´Connell Managing Director, Norstat UK Branding The Future By Mark Pointer Managing Director, Superbrands UK Award Winning Advantage By Oscar-Luigi Veronese Commercial Director, Superbrands UK
ABOUT SUPERBRANDS
Superbrands 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 list of more than 3,200 consumer and business-to-business brands are voted on by a panel of 2,500 independent business decision makers and a separate panel of 2,501 consumers who reflect the UK population profile. Those brands with the highest scores are awarded Superbrands Status. Volume 24 of the Superbrands UK publication tells the story of many of these successful brands, exploring their history, development and achievements, showcasing why they are so well-regarded. These case studies provide valuable insights into the brands’ strategies that consumers and business professionals trust and admire. The Superbrands organisation identifies and pays tribute to exceptional brands throughout the world.
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 JENNIFER SPROUL Chief Executive Institute of Internal Communication Building brands in a busy, superfast, complex world always requires smart leadership. It’s not an easy task to protect and evolve your organisation or product brand, but we can learn from the successes and the experiences of others and be inspired by what’s possible. The brands you’ll discover in these pages showcase and celebrate what great marketing leadership can achieve. Value in businesses continues to be driven by strong brand management by individuals inside that organisation who are responsible both for the long term ‘legacy’ that is built over time for brands as well as continuing to evolve, build or refresh the relationships that customers and consumers have with the organisation or product. We operate in ever-changing times and agility and business creativity is needed as well as an understanding of the incredible power of brand-building and the impact it can have on business success. Behind these Superbrands are also great stories of the brilliant leaders and super-teams who build them. Congratulations to all those who have worked so hard to make sure these brands flourish and continuously connect with their audiences. It’s an honour to extend our support for the latest edition of Superbrands in these challenging times. Today’s landscape demands brands to adeptly navigate technological advancements, prioritise sustainability initiatives, empower their workforce, and uphold strong brand values both internally and externally. Communication plays a pivotal role in achieving brand success and organisational resilience amidst complexity and uncertainty. In this ever-evolving environment, it’s crucial to acknowledge brands that excel in delivering exceptional experiences, driving innovation and demonstrating organisational agility while remaining steadfast to their values. Congratulations to all the brands featured in this year’s edition for their outstanding contributions. JOHN NOBLE Director British Brands Group Looking through the Superbrands presented here, it is striking how diverse they are, covering so many aspects of our lives. In the past, ‘brands’ meant luxury products or fast-moving consumer goods. No longer. So what makes a product or service a brand? Anything that carries the organisation’s name could be said to be brand, though that alone will not make it a very persuasive one. The real brands are those that stand out from the crowd, offer something substantially more than the commodity alternative and, importantly, engage at an emotional level. If you are willing to hunt, wait, pay a premium or eschew alternatives that are cheaper and more conveniently available, it is likely you are fan of a Superbrand. As an organisation that champions brands in the UK, it is a pleasure to celebrate those featured here.
SUPERBRANDS SELECTION PROCESS
Superbrands Selection Process SUPERBRANDS VOLUME 24 The annual Consumer Superbrands and Business Superbrands surveys are long running brand sentiment studies that identify the UK’s strongest consumer and businessto-business brands respectively. Brands do not apply or pay to be considered for Superbrands status. 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 163 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. Consumer Superbrands A total of 2,501 British adults voted on a list of 1,634 brands across 89 different categories. Business Superbrands A total of 2,500 British business professionals with purchasing or managerial responsibility voted on a list of 1,580 brands across 74 different categories. Definition of a Superbrand All those involved in the voting process should 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, Superbrands has partnered with a leader in digital research data, Norstat. Founded in 1997, Norstat is one of the largest and leading data collectors for market research in Europe. Using fair and transparent data gathering methods, an extensive international panel network and trusted relationship with respondents, Norstat provides best-in-class data about any desired topic or target group. It has found that insight seekers value quality and speed. Automatization of data collection ensures speed and efficiency, while robust quality assurance safeguards that its data is trustworthy. All Norstat’s systems, processes and routines are in accordance with ESOMAR’s Code of Conduct. norstat.co
WELCOME
Welcome What makes a Superbrand more than just a name? Is it its innovative products, unique positioning, or unswerving commitment to customer satisfaction? The answers may vary, but the underlying principles that drive Superbrands to the summit of success are both enlightening and inspiring. A Superbrand is distinguished by several key attributes that elevate it beyond the ordinary. At its core, a Superbrand consistently delivers exceptional quality, ensuring its products or services meet, and often exceed, customer expectations. This reliability fosters trust, a cornerstone of any enduring brand. Innovation is another hallmark of a Superbrand. These brands do not merely follow trends; they set them, continuously pushing boundaries and adapting to changing market demands. Their ability to innovate keeps them relevant and ahead of competitors. Unique positioning is also crucial. A Superbrand occupies a distinct space in the market, often defined by a compelling brand story or a clear set of values that resonate deeply with its audience. This distinctiveness is reinforced through consistent and effective branding, creating strong brand recognition and loyalty. Customer-centricity is another defining feature. Superbrands maintain a steadfast commitment to customer satisfaction, often going above and beyond to meet their needs. This dedication helps to build long-term relationships and a loyal customer base. Finally, the influence of visionary leadership cannot be overlooked. Superbrands are often guided by leaders with a clear vision and the courage to take bold decisions. This leadership drives the brand’s long-term success, ensuring it remains a powerful force across generations. In these pages, we look at some of the leading brands in the UK and uncover what elevates them from ordinary to extraordinary, from forgettable to unforgettable. Whether you are a marketer, entrepreneur, or simply a curious observer of brands, we hope that the brand stories in this book will captivate your imagination and provide you with an insight into what makes a Superbrand. Mark Pointer Managing Director, Superbrands UK
uk.superbrands.com Superbrands UK Vol. 24 Market Autoglass® is a UK market-leading vehicle glass repair, replacement and recalibration specialist and is part of Belron®, which operates in 39 countries and serves around 15 million customers every year. Autoglass® has one of the widest reaching networks in its field in the UK, with more than 1,000 technicians and over 100 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 and many windscreens now incorporate complex technologies such as cameras and sensors to enable Advanced Driver Assistance Systems (ADAS) 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® is the preferred partner for the majority of leading insurance companies in the UK, providing a world-class service to policyholders, demonstrated by its NPS score of 80.2 in 2024. Achievements Autoglass® is proud of being a trusted and respected company in the eyes of its people, customers and partners and puts being responsible at the heart of its business. Its work Giving Back to society is extensive, supporting many UK-based charities and community projects. In addition, in 2024, the annual Spirit of Belron® Challenge saw Autoglass®, Belron® and associated brands raise funds which will make a significant difference to the lives of young people from some of the poorest parts of South Africa, through its charity partner Afrika Tikkun. Autoglass® is committed to continually improving safety, health and wellbeing and environmental sustainability, as well as ongoing quality assurance – and is certified to ISO45001, ISO14001 and ISO9001 standards respectively. Progress around sustainability and corporate responsibility has been significant. Autoglass® purchases 100% of its electricity from renewable sources and recycles 100% of its glass waste. The company has reduced its carbon emissions and in 2023, as part of the Belron® Group, set targets to significantly reduce emissions and committed to reach net zero emissions across the value chain by 2050. History The brand began life in 1972 as Autoglass Supplies Ltd and in 1982 the company became part of Belron®, the world’s largest vehicle glass repair and replacement company. It merged with Windshields Ltd in 1983 and rebranded to Autoglass® in 1987. Three years later, it launched the windscreen repair service and Autoglass® became a registered trademark. In 2009, its Specials brand was launched, focusing on commercial and specialist vehicles such as lorries, tractors and mobile homes. By 2015, Autoglass® was leading the industry with its Advanced Driver Assistance Systems (ADAS) recalibration investment, which it rolled out nationally in 2016. In 2018, Autoglass® launched Rain Repel, the advanced windscreen treatment, and expanded its ADAS expertise to 70 centres offering recalibration. In response to the Covid-19 pandemic, Autoglass® launched Full Interior Sanitisation and Touchpoint Sanitisation. In 2022, the brand continued to extend its footprint, with more than 90 centres nationally, which was extended further to more than 100 by the end of 2024. 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® works to be 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
Autoglass® Brand Profile service provided by Autoglass® aims to deliver 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 onboard diagnostic checks before the windscreen removal to understand if there are any existing faults to the vehicle. Recent Developments Autoglass® prides itself on being at the forefront of innovation in the automotive after-market and has invested heavily in understanding the implications of ADAS technologies. By 2015, Autoglass® was a leader in the industry with its Advanced Driver Assistance Systems (ADAS) recalibration investment and was the first nationwide ADAS recalibration service to be offered in the UK. Autoglass® ensures that all technicians complete three levels of ADAS training. It has more than 100 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 information relating to a specific vehicle and its ADAS features, to determine which method of recalibration is required and then calibrate correctly – significantly reducing the completion time. The IMI estimated that by the end of 2023, at least one in 10 cars would feature Level 2 autonomy, including safety systems like highway assist, autonomous obstacle avoidance and autonomous parking. 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. Since 2023, Autoglass has been the Principal Partner of Sheffield United Football Club Women’s team. This is one of the ways that Autoglass® has chosen to highlight its commitment to creating a more diverse workforce. In 2005, its ‘Heroes’ advertising campaign was launched, featuring real technicians and to this day, Autoglass® continues to feature real technicians in all of its advertising. Autoglass® firmly believes that its people are ‘everyday heroes’, delivering 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, whilst ensuring that it ‘Fits Safety as Standard’. Things You Didn’t Know About Autoglass® • A windscreen repair can be up to six times cheaper than a replacement. • Autoglass® employs 1,000 technicians and has more than 100 centres in the UK. autoglass.co.uk /autoglass @autoglass @autoglass
uk.superbrands.com Superbrands UK Vol. 24 Market Aviva operates across the UK, Ireland and Canada and is a leading insurance business, providing insurance, health cover, investments as well as financial provision for retirement. Across the UK, Canada and Ireland, more than 18 million people choose Aviva to protect their belongings and help plan for their future. Achievements Aviva is the first global insurer to be operationally carbon neutral and Aviva has reduced the carbon emissions from its operations by 76% since 2010. In 2021, Aviva became the first major UK financial services company to target net zero by 2040. The Aviva Sustainability Ambition, launched in March 2021, outlines three distinct focus areas to manage and track progress, including taking climate action, building stronger communities and embedding sustainability into all areas of the business. Aviva’s commitment is strengthened by clear governance, transparent reporting and by engaging with stakeholders. Aviva has committed to using 100% renewable electricity Group-wide by 2025. By 2030, Aviva aims to have net zero carbon emissions from its own operations and supply chain and in the UK, Aviva set a new 2050 net zero emissions target for its auto-enrolment default pension funds, giving more of its customers the opportunity to invest their pensions towards building a world they would like to retire into. History Aviva can trace its heritage back to the late 17th century when the Hand-in-Hand was founded at a meeting in Tom’s Coffee House, St Martin’s Lane, London in 1696. The Amicable Society, Aviva’s oldest life company ancestor, was established in 1706 under a charter from Queen Anne. In 1896, General Accident announced it was to issue a motor insurance prospectus. The company claims it was the first of its kind in the UK. In 1912, Commercial Union was one of the companies holding insurance on the Titanic, which sank on 15th April. Another Aviva ancestor company, Norwich Union, paid claims on the lives of passengers and crew lost in the disaster. Friends Provident became the first British company to launch an ethical fund in 1984 and selected investments based on the long-term benefits they would bring to the community. In 1998, CGU plc was created through the merger of Commercial Union and General Accident. In total, CGU operations spanned more than 60 countries, employing approximately 20,000 people in the UK and a further 32,000 overseas. CGU and Norwich Union merged in 2000 and the new company took the name of CGNU plc. Two years later, the company changed its name to Aviva plc. A selection of brands with good local recognition, including Norwich Union in the UK, were retained. In 2009, Norwich Union completed its planned name change to Aviva. The rebranding in the UK was a key part of the Group’s strategy to unite all its businesses. Aviva’s acquisition of Friends Life was completed in 2015, creating a stronger, more diversified business. In 2020, a solar carport array was installed at Aviva’s Perth office and became one of the UK’s largest combined solar carports and energy storage facilities. The following year, Aviva became the first major UK financial services company to target net zero by 2040. Product Aviva has a broad range of products to support consumers at every stage of their lives. From insuring homes and cars, to providing financial protection to families and savings as well as retirement products to help customers pay for the life they want in the future. Aviva aims to be the best possible partner, every step of the way.
Aviva Brand Profile Recent Developments Tackling climate change is a key strategic issue for Aviva as a company. In 2020, Aviva installed a solar carport array at its Perth office to create one of the UK’s largest combined solar carports and energy storage facilities. The Perth ‘lowcarbon hub’ features a 1.1MW solar carport, integrated with 1.8MWh of Tesla battery energy storage and 50 electric vehicle charging points, forming the cornerstone of Aviva’s ambitious drive to take the office off grid by providing 26% of the Perth office’s annual energy. Promotion At the start of 2021, Aviva unveiled its new brand positioning, ‘It takes Aviva’. This signals a commitment to act as an industry leader and ultimately aim to become the UK’s ‘go- to customer brand’. Aviva is positioned as an insurer in the UK that can serve all customers’ needs at all stages of their lives, helping to build trust and give customers the confidence that it will be there for them for life’s highs, lows and milestone events. The ‘It takes Aviva’ ad campaign spans online, outdoor and print, with the TV ad featuring a woman weathering the storm of life, ending on the poignant line, “We all have hopes for the future and no matter what lies ahead, we’ll help you get there. It takes a partnership. It takes Aviva”. Filmed in Scotland, the stunning countryside adds to the epic sense of drama. An additional element to the new brand positioning is the development of a sonic logo and bespoke pieces of music that bring to life ‘the sound of yellow’. Created by Berlinbased agency ‘why do birds’, this powerful sonic branding will be used everywhere – from adverts to customer phone lines. Brand Values Aviva’s values are care, commitment, community and confidence. This is supported by its purpose, to be ‘with you today, for a better tomorrow’. These values are being brought to life with the Aviva Community Fund, which supports the causes that are doing great work to build stronger, more resilient communities across the UK. Aviva has provided thousands of causes with funding, skills and resources and has seen up close just how much of a difference this has on the lives of the people involved. By delivering quarterly funding and yearround support for causes, Aviva is backing the clever ideas that move communities forward. Additionally, in the last quarter of 2021, Aviva is boosting funding for climate causes with an extra £150,000 funding available for UK projects, leading the way on climate action. Things You Didn’t Know About Aviva • In 2006, Aviva was the first international insurer to become operationally carbon neutral. • In 2020, Aviva increased community investment in light of Covid-19 to support customers and the communities in which the Company operates. aviva.co.uk /aviva @avivauk @aviva-plc All information correct at the time of publishing Superbrands Vol. 22
uk.superbrands.com Superbrands UK Vol. 24 Market Boots UK 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 UK is committed to providing exceptional customer and patient care and being the first choice for beauty, pharmacy, healthcare and wellness, alongside offering its innovative portfolio of product brands under the No7 Beauty Company, including No7 – the UK’s number one skincare brand – Soap & Glory, Liz Earle Beauty, Sleek MakeUP and Botanics. Achievements In 2023, Boots was awarded the Which? Best Buy accolade for its Soltan Kids Protect & Moisturise SPF50+ and Soltan Protect & Moisturise SPF30. In the same year, Boots was crowned Best Beauty Retailer at The Sunday Times Style Beauty Awards for the sixth consecutive year. There were also accolades for No7, Soap & Glory and Soltan. Some of Boots’ other recent achievements include a win at The DRUM Marketing Awards for the 2022 ‘Joy For All’ Christmas TV advert. Other awards include In-house Marketing Team of the Year at the CIM Marketing Excellence Awards in 2023. Furthermore, CMO Pete Markey was named Marketer of the Year at the 2023 Marketing Week Awards. In addition, Boots’ Health MOT partnership with Reach won twice at the 2023 Newsworks awards, for Best Content Partnership and Most Effective Campaign. History 2024 is a big year for Boots, marking 175 years since founder John Boot opened a herbalist store in Nottingham’s Goose Gate in 1849, offering an affordable alternative to traditional medicines. In the 1870s, John’s son Jesse took over and expanded the business, appointing Boots’ first pharmacist. In 1886, Jesse was joined in business by his wife Florence, who introduced new products and services that established Boots as a beauty destination. The original ‘Number Seven’ range launched in 1935, offering a prestigious but affordable skincare range. Today, No7 is the UK’s number one skincare brand (Source: Kantar). Boots was uniquely placed to provide support during World War II, through its pharmacies at home, and by manufacturing essential medicines including the pioneering production of penicillin. Innovation continued and in 1969, a team of Boots scientists discovered ibuprofen and it launched as a prescription drug. Boots Advantage Card launched in 1997 and celebrated its 25th birthday in 2022, alongside the rollout of Price Advantage, giving Advantage Card holders access to even bigger savings. In 2020, Boots designed and built the Government’s first drive-through Covid-19 test centre. January 2021 saw the first Boots Covid-19 vaccination hub open in Halifax. In more recent years, Boots has continued to launch new store formats and has expanded the number of healthcare services it offers. Product One of the most trusted brands in the UK, Boots is the number one most desired retailer of health and beauty products. The Boots Advantage Card is well-renowned, with two thirds of shoppers endorsing it as being a rewarding loyalty card scheme. Boots is also number one in the market for perceived quality of its ownbrand products (Source: Kantar). Boots delivers over 150 healthcare services on behalf of the NHS and privately. In 2024, Boots launched NHS Pharmacy First in stores in England. The service means patients can access advice and treatment for seven common conditions from Boots pharmacies, without the need for a prescription from a GP.
Boots Brand Profile Recent Developments In 2024, Boots expanded its popular Recycle at Boots initiative to include a blister pack recycling pilot, where customers are encouraged to recycle their empty blister packs in store in exchange for Advantage Card points. In 2023, Boots opened its first beauty-only store at Battersea Power Station. Designed to be a destination for beauty lovers, customers can try the latest products and trends and get expert skincare advice from specially trained staff. In 2023, Boots also continued to transform its beauty offering, adding 49 new beauty brands to its portfolio. These new brands are in addition to the 500 beauty brands already available across stores and online at boots.com. Boots launched 10 professional and salon haircare brands in 2023, alongside a contentled haircare hub on boots.com, offering expert haircare education, inspiration and advice. Boots also joined forces with the hairdresser, Live True London, to launch a salon-led retail space, giving customers the opportunity to test and try products before buying them. Promotion In summer 2023, Boots Soltan partnered with Warner Bros and the Barbie film to raise awareness of Soltan’s 5* UVA protection and encourage families to stay sun safe. Boots continued its partnership with Love Island in 2024 as the official beauty partner for the All Stars series, stocking the villa with over 2,000 beauty lines and encouraging customers to discover the products for themselves, with the ‘Find the Ones’ marketing campaign. Brand Values Throughout its history, Boots has remained true to its founding mission and values whilst adapting to changing needs of customers to remain ‘With you. For life’. Looking after team members, customers, patients, communities and the planet has been at the heart of Boots, and what it does, for 175 years. That’s why it partners with charities such as Macmillan Cancer Support, The Prince’s Trust and The Hygiene Bank. There are more than 2,400 Boots Macmillan Information Pharmacists and over 600 Boots Macmillan Beauty Advisors in stores across the UK. In addition, Boots’ partnership with The Prince’s Trust has provided support and opportunities for over 600 young people. As part of Boots’ ongoing partnership with The Hygiene Bank, there are now more than 580 donation points in Boots stores across the UK, collecting hygiene and personal grooming products to be redistributed to local schools, charities, local authority services and voluntary organisations. Boots’ commitment to making a sustainable difference continues, with Recycle at Boots collection bins available at over 800 stores across the UK. More than 100 stores now also offer Blister Pack Recycling. Things You Didn’t Know About Boots • Boots launched the Meal Deal in 1999 – 25 years ago. • In 1933, Boots opened its 1,000th store and also introduced the five-day working week into the UK. boots.com /BootsUK @bootsuk @boots
uk.superbrands.com Superbrands UK Vol. 24 Market British Heart Foundation (BHF) is the biggest independent funder of cardiovascular research in the UK. It is currently implementing a refreshed strategy that aims to save and improve lives on a more ambitious scale than ever before. The following three core challenges, identified by BHF, need to be addressed to get it closer to achieving its goals. Stop Heart Disease Before It Starts – Millions of people are at increased risk of heart attack and stroke in the UK. Each heart attack and stroke could devastate a life, and the vast scale of heart attacks and strokes piles unsustainable pressure on the NHS. Save More Lives From Heart Disease – Cardiovascular disease remains the world’s biggest killer. The number of people in the UK dying from heart and circulatory conditions prematurely, before their 75th birthday, is on the rise for the first time in more than 50 years. Support Everyone with Heart Disease Live A Longer Healthier Life – As people live longer and lifesaving treatments improve, millions are left with long-term conditions such as heart failure, which can make even basic tasks, such as climbing the stairs, problematic. Each of these seismic challenges is being amplified by the UK’s widening health inequalities and an NHS in crisis. Achievements BHF consistently ranks as one of the most well-known and popular charity brands in the UK. Its impactful awareness campaigns have aided this strong position. In 2022, BHF announced a £30m research grant for CureHeart, which aims to revolutionise the way in which inherited heart muscle diseases are treated or even cured, using gene-editing and gene-silencing technologies. BHF’s campaign, Heartstopping, introduced CureHeart to the public by suddenly sending seven Heart radio ads, for other brands, into ‘cardiac arrest’. The ads were replaced by the sound of a flatlining heart monitor, followed by details of CureHeart. The campaign won a Silver Cannes Lion award and was named as the ninth most awarded campaign in the world by WARC. BHF was also the 13th most awarded brand in the world in 2023. History BHF was founded in 1961. At the time, heart and circulatory diseases were causing more than half of all deaths in the UK. BHF funded five years of research into transplant surgery techniques, after which surgeon Mr Donald Ross performed the UK’s first heart transplant in 1968. During the 1980s, research which was partly funded by BHF found that clot-busting drugs could decrease heart attack deaths. Vital research continued during the 1990s, with breakthroughs for heart failure patients. BHF professors also led a trial to use statins to reduce deaths associated with high cholesterol. In 2011, BHF Professor Paul Riley pioneered research showing that heart cells can be activated to repair damage caused by a heart attack, demonstrating the transformative potential of regenerative medicine. BHF launched the Nation of Lifesavers programme in 2014, which has seen more than seven million people trained in CPR. In 2020, RevivR was launched, providing free online CPR training. Continuing to embrace technology, BHF-funded researchers created an AI tool to assess heart attack risk. This went on to be trialled in select NHS hospitals in 2021. In the same year, The Circuit was launched, providing a national database of access to public defibrillators. University of Oxford, BHF Professor, Hugh Watkins, Cureheart project lead. Still from the ‘This is Science’ BHF TV ad.
British Heart Foundation Brand Profile The most ambitious research grant in the BHF’s history was awarded in 2022. CureHeart, the winner of BHF’s Big Beat Challenge, aims to develop treatments or even cures for inherited heart muscle diseases by silencing or editing genes. Product BHF is dedicated to powering advances in cardiovascular science and healthcare that will save and improve lives. Discovering ground-breaking treatments and cures as well as investment in rapidly advancing technologies such as AI, genomics and personalised medicine is driving BHF forward. A thriving cardiovascular research and innovation environment will be the engine of progress with a focus on translating more discoveries into transformational ways of preventing, treating and even curing cardiovascular diseases. Recent Developments BHF’s third partnership with Omaze in 2025 resulted in an astonishing £4.6m donation. The money raised will go towards funding lifesaving defibrillators in local communities and help continue to power The Circuit. BHF joined forces with Sky Bet in 2024 launching its ‘Every Minute Matters’ campaign with the aim of encouraging 270,000 people – equivalent to the capacity of three Wembley stadiums – to learn CPR in just 12 months. The partnership hugely exceeded that ambition and inspired over 300,000 people to start learning CPR using RevivR. BHF has recently refreshed its strategy, outlining its ambitions to stop heart disease before it starts, save more lives from heart disease and support more people with heart disease to live a longer, healthier life. Recent analysis has demonstrated that a clinical trial led by BHF Professor David Newby has averted around 6,000 heart attacks in the last decade. The trial, called SCOT-HEART, performed a heart scan on the hearts of people with chest pain. This led to more interventional treatment in the first year after the scan and so helped prevent heart attacks that could otherwise have cost thousands of lives. Promotion In 2022, BHF launched its brand campaign ‘This is Science’ to convey the power of BHF funded research with the concept of ‘transforming science fiction into reality’. The campaign tells stories of people whose lives have been saved thanks to BHF medical breakthroughs, funded by donations from the public. BHF unveiled its ‘Til I Died’ campaign in 2024, highlighting the tragic fact that in the UK, 12 people under the age of 35 are lost each week to sudden cardiac death. It coincided with the Euros final and told 12 stories of young football fans who had tragically lost their lives to sudden cardiac death. Twelve large and poignant murals were painted on buildings around the country. The campaign has won several awards including a Silver Cannes Lion Award, the Grand Prix in the Creative Review Out of Home category and multiple gold Campaign Big Awards. Also in 2024, BHF launched the ‘Streams of (Un)consciousness’ campaign, which used Twitch to educate Gen-Z on CPR. Partnering with 14 high-profile UK gamers to reach their combined following of 11 million people, each of their live Twitch streams ‘flatlined’ at the same moment, recreating the sudden and unexpected impact of a cardiac arrest. The broadcasts were replaced by an image of a flatlining heart monitor alongside UK cardiac arrest statistics and details of BHF’s RevivR online CPR tool. The response was phenomenal and saw brand recognition and traffic to the BHF website grow. The campaign has been widely recognised in the awards space, including multiple Gold awards at the Campaign Media Week Awards and others as well as inclusion in Marketing Week’s Best of 2024 list. Brand Values BHF’s vision is a world where everyone has a healthier heart for longer. To achieve this goal, it wants to help stop heart diseases before they start, save more lives from cardiovascular disease and support everyone with cardiovascular disease to live a longer, healthier life. Things You Didn’t Know About British Heart Foundation • BHF is the biggest independent funder of cardiovascular disease research in the UK, funding more than £100m of lifesaving research each year. • More than 100,000 defibrillators have been registered on The Circuit. bhf.org.uk /BritishHeartFoundation @the_bhf @TheBHF Murals created as part of the ’Til I Died campaign.
uk.superbrands.com Superbrands UK Vol. 24 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 more than 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. 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). History In 1861, Lord Berners laid the foundation stone of what was to become the Agricultural Hall or ‘The Aggie’. Four years later, it hosted the Great Reformatory Exhibition which was opened by HRH Prince of Wales, later to become King Edward VII. Charles Dickens was amongst the visitors. In 1885, The Agricultural Hall earned its ‘Royal’ prefix. The following year, Charles Cruft organised his first ever dog show – Cruft’s was held in the Royal Agricultural Hall and continued to be hosted at the venue until 1939. In 1894, Charles Blondin, the man who crossed Niagara Falls on a tightrope, performed at ‘The Aggie’ crossing the hall at the age of 70. During WWII in 1943, the Inland and Foreign Parcels Offices at Mount Pleasant was destroyed by a fire bomb and was moved to ‘The Aggie’. After 16 years of standing derelict, the Royal Agricultural Hall was restored and reopened as the Business Design Centre in 1986. Two years later, Princess Diana attracted huge crowds and paparazzi when she opened the New Designers exhibition. In 2010, The BDC became a certified CarbonNeutral® venue. Following a year of closure due to the pandemic, the BDC reopened in 2021 as a mass vaccination centre, supporting the roll out of the Covid-19 vaccine. 2022 saw the BDC launch its roadmap to becoming a net zero business by 2030. Product Based in the heart of the London Borough of Islington, this 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 has 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 of 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.
Business Design Centre Brand Profile 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 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 the venue’s role. 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 businesses, 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. Things You Didn’t Know About Business Design Centre • During the 2012 Olympics a double decker bus doing push ups, designed by Czech artist David Cerny, was installed outside the venue. bdc.london /bdclondon @bdclondon @businessdesigncentre All information correct at the time of publishing Superbrands Vol. 23
uk.superbrands.com Superbrands UK Vol. 24 Market Photo finishing is CEWE’s core area of expertise. As the European market leader in this field, CEWE is recognised for innovation and a passion for photography, combined with professionalism. CEWE operates both physical retail locations and online stores, serving customers directly and distributing to over 2,000 trade partner locations across 21 European countries through a seamless multi-channel experience. With state-of-the-art processing technology, CEWE’s production sites deliver billions of photos and millions of CEWE PHOTOBOOKS and photo gift products each year. CEWE’s UK production site in Warwick has been proudly servicing the UK and Ireland since 2005. With 13 additional sites across Europe, CEWE can scale production at speed and achieve business continuity in any situation through the ability to switch production between facilities almost instantly, and by capitalising on robust internal logistics linking all sites. Achievements Testament to its passion for innovation in photo finishing and focus on quality, CEWE has consistently been recognised over the years by independent bodies. In 2025, CEWE was awarded four TIPA World Awards, including Best Photo Service and Best Professional Printing App, marking its 13th TIPA Award overall and 8th consecutive year to receive this prestigious recognition. The awards, presented by the Technical Image Press Association, are the world’s most soughtafter accolade for photo and imaging products. Other awards include a recent Which? Best Buy for Photo Books, Best Photo Book Service from Digital Camera World, and Best Photo Books and Photo Gifts from Photography News. History The success story of CEWE goes back to the early 1900s, when photography was brought to the masses with the sale of photographic prints becoming widespread. In 1912, Carl Wöltje and his wife Helene established their ‘Photographische Anstalt’, photographic establishment. Wöltje’s son-inlaw, Heinz Neumüller, eventually turned it into the company that is now CEWE and famous across Europe for its high quality standards. In the middle of the 20th century, photography saw a ‘golden era’ as Europe’s post-war cultural revolution began. Colour photography arrived and the market for printed memories from treasured events exploded. Being at the forefront of market innovation from this time, the CEWE COLOR companies were then founded in 1961. In the 1980s the demand for convenience saw the next market shift with the UK, Germany and France being particularly active markets – this is where CEWE thrived, expanding its gifting ranges and increasing its production capacity with photo labs across Europe. CEWE continued to keep pace and innovate as the digital revolution took hold, with mobile phones becoming the camera of choice. CEWE quickly and successfully adapted to the digital transformation, pioneering many innovations to become market leader. Product CEWE is synonymous with premium quality. As a pioneer in the photo printing market, CEWE puts its expertise towards ensuring excellence when it comes to personalised photo products. From traditional and creative prints, via the CEWE PHOTOBOOK, wall art and calendars, through to various photo gifts: CEWE’s products enable customers to present and share their personal memories. The comprehensive range of products are available not only directly from CEWE, but also from more than 20,000 retail partner locations across Europe. Many of these partners also offer CEWE Instant Prints via their in-house CEWE Photostations.
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