Branding brought out the marketing professionals this week when 'the father of branding', John Murphy, drew a record audience for the main event of the marketing year.
'Father of branding' 'draws record audience
Speaking to the Chartered Institute of Marketing at the new Q.ton Forum on Cambridge Science Park, Mr Murphy described how he started Interbrand, increasing the value of his first client, Rank Hovis MacDougall by 680 million in order to see off a hostile takeover.
Institute members from throughout the eastern region came to hear Mr Murphy, who is a legend in the marketing world.
He said brands needed 'personality' and had to be wholeheartedly embraced by everyone from the managing director downwards.
He chided the poor fallen dotcoms, saying they had missed the point, that it was not enough to think up an unusual name and spend a fortune on advertising because a brand needed a good deal more behind it.
Mr Murphy also talked about the brewery, St Peter's, he founded in Suffolk, describing how he had developed elegant and innovatively-shaped oval bottles.
Chris Lamaison, CIM Cambridgeshire chairman, said the evening had been a huge success, with 125 people, the most ever to attend.
The next meeting, on January 16, features Garry Assim and Jonathan Davies, both experts in intellectual property.