Alan Sugar Rants and Builds Brands

The PR and brand management department at Lloyds TSB must have had a great morning. Lord Alan Sugar (will I ever get used to this title?) is on good form and discussing a variety of topics on the Chris Moyles show. He mentions that his money is with the ‘bank with the black horse’ which he is not allowed to Lloyds mention… oh and then there was Skype… but we are at the BBC so no brand name dropping.

Lloyds brand identity
Horse Power

Unless people are innocently confused about a brand image, this is a great example of the power of simple and descriptive brand identities. In an environment where we are bombarded with logos, symbols and brand visuals,  if all it takes for a company to be recognised is the mention of an element of the identity, the branding team can be congratulated. ‘The bank with the black horse’, ‘the swoosh’, ‘the apple’… just a few examples of uncomplicated, recognisable and versatile brand identities in the consumer market.
Nike logo
Ticking all the right boxes

Brand identity of Apple
What you hear is what you get... an apple for an apple

There is perhaps just one that can go right in with the Bradford and Bingley post and that has caused me confusion ever since it emerged on the British high streets – Spanish bank Santander.
Santander brand identity
Is it a bank? Or is it a baker? Will your money go up in smoke? I am confused.

It may be just me, but I’ve always associated them with being bakers and the logo looking like a bun fresh out of the oven.
Actually, looking at the 2010 best global brands on interbrand, there are not many that would be an easy subject in charades. But then again, we don’t usually make our brand choices based on Lord Allen describing his favourite companies and products on breakfast radio…

graphic design, Logos

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