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We believe that a successful business and brand strategy are inseparable. The brand process is vital regardless of the size of your company, large or small because having a brand strategy is a key business differentiator. Successful brands are championed by everyone, paid attention, change with the times, inspire loyalty and most important of all, create wealth. It doesn’t matter whether you’re a micro-brewery or a global logistics company, if you follow a simple set of rules you can become a powerful and successful brand.

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Home  /  Story Telling   /  THE IMPORTANCE OF CONNECTING




Marcus Cordingley, together with a little help from the bees is still able to deliver a truly miracle product. Yorkshire Honey from the Yorkshire Moors is a wonderfully distinctive tasting honey.

Being born in a natural environment, Marcus identified everything associated with nature but especially the bees. As a child he would be taken to see the bees and so he must have inherited his
father’s passion for them. “They have truly remarkable skills. Not only can they smell flowers from 5 miles away but can tell other bees how to find them.”

But it’s not only his connection with the bees that matters but also the one with loyal customers who are the life blood of his business. Marcus relies on repeat business and his survival depends not only on producing a truly miracle product but also his ability to create enough value for customers to stop them walking down the road to the nearest supermarket. He can’t always compete on range and price but he can compete on connection.

So what does this mean in practice? We need to give customers a reason to stay connected and not just reasons to buy from us. Like Marcus, the businesses that are doing well are the ones that are closest to their customers. How’s your business?