JOHN LEWIS vs HAPPY EGG COMPANY. NO CONTEST.

James Hammond, The Brand Doctor says:
The masters of branding have done it again. But The Happy Egg Company gets zero points.

The Christmas television advert for John Lewis is with us once again. (If you haven’t seen it, what planet are you on? Check it out here.)

John Lewis 2016 branding advertIt features a little girl called Bridget who loves to bounce, watched all the time by her boxer dog called Buster. (That’s him on the right.)

Her mum and dad buy her a trampoline for Christmas, and on the night it’s set up in the garden, all kinds of wildlifeemotional branding with animals (including foxes, a badger, hedgehog and squirrel) have great fun bouncing up and down on the new trampoline. A very unhappy – and jealous –Boxer watches through the patio doors, growling at their every move.

Next morning, the parents show Bridget her present, and she rushes out into the garden. But as she approaches the trampoline, Buster charges forward, leaps onto it and begins a hilarious bounce routine, while Bridget and her mum and dad look on with stunned faces. Continue Reading…

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Brand Doctor: A brief bio.

I’ve spent nearly 40 years in advertising, marketing, design and branding. Starting life as a graphic designer and copywriter, I worked for Top-100 companies. I then progressed to heading up brand consultancies responsible for sales and marketing, branding, corporate identity and advertising for Yellow Pages, Virgin, AVIVA, EMI and British Telecom to name a few.

Throughout the years, I’ve also helped smaller businesses dramatically improve profits through building a powerful brand. (Not-for-profit organisations have seen their donor income increase using my brand approach too.)

I’m also a qualified psychotherapist. How people think and behave is crucial to knowing how to brand a business, and with 15 years of experience in the field of psychology, I'm better equipped than most to deliver brands that connect and engage with customers.

Psychology is a rare ingredient in marketing, but it should really lead the way. My psychotherapy work greatly influences the approach to branding I teach and formed the basis for my international best-selling book Branding Your Business.

‘James gave two consecutive keynotes for the past two years at our annual Indonesian Superbrands Conference. He is a breath of fresh air, bringing clarity and understanding to an audience of 400 senior marketing executives hungry for knowledge of ways to create leading-edge business and branding strategies.

James is now a Member of the Board of Advisors, Most Valued Business Indonesia, an exciting new initiative to recognise brands not just for their revenue, but for their social responsibility.

Whenever James comes to Indonesia, his fans eagerly await the latest from the Brand Doctor – and they are never disappointed. Thanks James – and good luck in all you do.’

– Alistair Speirs OBE
Chairman, Superbrands Indonesia
and Most Valued Brands

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