18 October 2018
Multiple brand indexes float around the internet and yet none of them have asked the most crucial audience that have the power to build, define and even destroy the brands and businesses marketers create: consumers themselves. As a brand expert, our founder Brigid McMullen, was asked to contribute her view on the relevance of Boots brand in today’s multi-channel market. Her opinion has been published on The Most Connected Brands report, launched today.
Walking through Liverpool Street Station daily, I’ve witnessed the upgrade of a shabby but strategically important Boots the Chemist, into the new-look health and beauty model. It’s been enlarged to accommodate a huge range of beauty, fragrance and prestige brands like; Liz Earle, NYX, Sally Hansen and Clinique.
Despite this transformation and what could be thought of as a rather late tapping into the big beauty zeitgeist, I wonder if I rate Boots as a brand?
Boots is an innovative UK heritage brand that we should be proud of. It’s endured, responded to changing economic and social challenges and public health issues and consistently grown since 1849. Founder John Boot, laid down its values and belief in ‘affordable health’, which it’s delivered for nearly 200 years. Son Jesse and daughter-in-law Florence built on this, developing new health ranges and providing staff welfare. In 1911 they created the first welfare officer role, prioritising women workers. In 1913 they introduced free evening classes at their 127-acre Nottingham production facility.
Read the full article here
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