Brands are the lifeblood of any successful organisation or individual.

If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would more than likely go out of business.

In this article, our team reveal some of the brands they professionally admire.

Beats by Dr Dre

‘Having a strong value proposition’ – Karina McFall

Beats are a brand I respect and admire professionally because of the seamless communication of their customer value proposition.

Dr. Dre, the founder, the name and the face of Beats took on the highly competitive headphone market because he perceived there to be a gap in the market, a problem requiring resolution, that there weren’t any high end, high quality headphones out there. To fill this void he developed a brand with the proposition of giving customers the best experience of listening to music via headphones. The brand makes true on this by consistently delivering, through premium sound, the energy, emotion and excitement of the recording studio. The headphones are also positioned as both an aspirational lifestyle marker and a fashion statement, endorsed by their celebrity clientele.

Beats are promoted as the quality leader in the market. The brand has an authentic and real identity, with a highly visible founder and proposition. Like many iconic brands it can be distilled down into the briefest and clearest of messages: Beats by Dr. Dre. If you require measurable proof of the success of the brand Apple acquired it in 2014 for $3 billion.

Innocent Smoothie

‘The value of brand values’ – Fiona Simpson

Innocent Smoothie represent a brand that is truly living and breathing its’ values, exemplified by their tag line: ‘Tastes good. Does good.’ Their corporate social responsibility efforts are exemplary, the products (admittedly) are fresh and delicious and their brand personality is engaging and fun.

The consistent commitment to a set of core values makes the brand stand for a purpose and in turn stand out. Innocent’s values balance meaningful and quirky, as well as funny, and this is a winning combination, which certainly strikes a chord with me. The really clever part is the weaving together of the irreverent, humorous tone and quirky personality along with the serious drive towards social change.

From their brilliant website and creative, sustainable packaging to their thought provoking adverts which explain the ‘Chain of good’ when you buy an Innocent drink… Innocent Smoothies, you’re living by your values and doing everything right.

Jo Malone

‘Orchestrating a world of bespoke luxury.’ – Gaynor Duthie 

Despite having been acquired by the Estee Lauder Group in 1999, Jo Malone has remained true to its brand proposition- to orchestrate a world of bespoke luxury. Throughout the consumer journey with Jo Malone, both in store and online, consumers are surprised and delighted by small touches that make the experience both personal and indulgent. From scented tissue paper and decadent gift wrap, to personalisation options and complimentary treatments, Jo Malone takes a purchase to the next level of consumer experience. This approach has allowed them to build valuable brand equity, retaining a desirable and exclusive association with their product.

Virgin Trains

‘A First-Class brand personality’ – Stephanie Smith

By understanding how to create a personality, Virgin Trains have created a brand that delivers a more memorable customer experience than its competitors.

From their ‘Edinburgh to ACTUAL London’ campaigns to having voice messages and witty signs in the train bathroom, Virgin’s personality breaks the boring nature of commuter travel. They have a spectacular understanding of their customers’ journey, and their personality and tone of voice is apparent at all touchpoints.

While the quirky and bold Virgin Trains brand might not appeal to everyone, I, as a target customer, find it very endearing and it causes me to talk about the brand to my family and friends.

Genoa Black has been placed, by its clients, on the Recommended Agency Register for 18 categories of work, including B2B brand strategy, branding design and B2C brand strategy. We’d love to hear about how we can use our know-how to help you build your brand, so why not contact us.

  • Connect with Karina on LinkedIn
  • Connect with Fiona on LinkedIn
  • Connect with Gaynor on LinkedIn
  • Connect with Stephanie on LinkedIn


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