Great Marketing - Great Brands

Newcastle Brown Ale, Fairy Soap, Fenwick, Domestos, Be-Ro flour, Ringtons Tea, Barbour, Hardy, Reyrolle, Berghaus, Sage all started life in the North East of England. All have a world-class reputation, and all form the basis of an exciting new initiative by the North East Branch of the Chartered Institute of Marketing.

The branch, with a long history of innovative activities, used the approaching celebrations of 80 years as an independent branch to create a new marketing initiative aimed at small emerging businesses.

Great North East Brands is a wide ranging initiative, outside the core activities of a branch, which raises the visibility and general understanding of marketing.

It emphasises the value of professional marketing for consistent product quality, greater choice, and competitively priced produces and services. It demonstrates the importance of marketing strategy and marketing communications and the effect good practice in their application can have on the dynamics and success of a business.

It also demonstrates to the general public the benefits professional marketing brings to their lives.

The branch undertook desk and field research within their membership and within the North East Chamber of Commerce to establish the perceived, unprompted top twenty Great North East brands on which to build the later stages of the campaign.

The Branch helped to establish the Northern Marketing Awards run by a leading recruitment company, and worked with the University of Northumbria where the project is part of their marketing curricula, to establish any inherent similarities in their route to greatness.

The campaign included a series of monthly articles in the leading business magazines, case studies, lectures, an exhibition and a website to make the information easily accessible for reference.

The Marketing Trust were pleased to make a grant to pump prime their initiative - Great marketing, Great Brands - to show medium and small businesses, particularly the new start-ups, that building a strong brand is an important business driver.

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