The historic surroundings of Crewe Hall provided the setting for a property seminar this morning, where high on the agenda was the issue of High Speed 2 - the new railway link that will see travel times drastically cut between London and other towns and cities in the UK.

Much of the talk was about Crewe, the town I grew up in, and how to leverage the area’s historic railway links to attract investment and make the most of the opportunities coming north with the new railway.

This got me thinking about brand. Crewe is famous (in the UK at least!) for being a railway town – most people have been through Crewe station at some point – and for the football team, Crewe Alexandra.

But there is more to the story than that. As there is with many towns in the UK, Crewe is a place people have heard of, but don’t necessarily know much about. This can change, and key to this is coining a brand image that presents Crewe as what it is – a dynamic, well-connected town with space to expand and welcome a once in a generation chance to bring longed for employment opportunities and prosperity, and to put Crewe back on the map as the gateway to the Northern Powerhouse.

johnUKannouncement.jpg                                                                                                  John Sutton, Brand Strategist, UK Director

Since arriving home to the UK in recent weeks, I have encountered a mood of uncertainty and sometimes pessimism among the business community as we all try and navigate the uncertainty surrounding the realities of huge topics like Brexit.

Brands that see these conditions as a chance to reassert how they are different from their competitors and assess if their methods of communication are fit for the realities of the digital marketplace are those who will not only weather the storm, but come out stronger.


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