A creative conversation between Des and Tina, Brandopia's mythical brand developers
DES: Wyevale, the UK's largest chain of destination garden centres, has not only emerged battered and bruised by corporate inner-fighting and outer-takeovers, but it also seems to have left its branding brains splattered all over the business battlefield. TINA: The company has announced that its well-established brand name - Wyevale - is being ditched on the compost heap for the more generic corporate name - The Garden Centre Group.
DES: Remember what happened to GM - the generic General Motors Corp name? And ICI - the generic Imperial Chemical Industries corporate name?The notable exception being GE - the generic General Electric Company led by the brilliant Jack Welch - now sadly retired.(Hint: GE's competitors in many of their categories are moving quickly from generic, un-focused positions to take up focused, specialist positions). TINA:And to make matters worse, just a couple of months after being voted 'UK's Best Garden Centre' by 7,500 gardeners in an online BBC Gardener's World poll, the company also announced that the Wyevale name would be pruned from every customer-facing garden centre - nationwide.
DES:Only to be replaced by either well-established local names such as Blooms and Bridgemere or local place names such as Slough Garden Centre. TINA:Poor ol' founder Henry Williamson must be turning in his well-manicured grave as he witnesses the toll that the War of the Roses 2001-09 is having on his beloved Wyevale brand.
'Brand' the Marketect says:
"Cherish the legacy of a brand that you inherit, then future-focus its cultural source-code."
Note: This post was inspired by Jo Allen, Creative Director of brand development agency Savvy&Victor located in Sussex: England's Festive County