“What made Virgin, Nike, Starbucks, Sony and Coca Cola’s global brands successful can make your local brand successful. Come and hear how – from people that have done both.”
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2 Comments
Gents. Brilliant discussions and insights last night. Thank you for sharing. Been thinking about it all morning. Simplicity is sense, ultimately.
A question I wanted to ask (but ran out of time). DFS, SCS, CSL, ARSE…whoever. I agree, all say the same, all undistinguishable . But DFS do alright, right? Why? Is it simply because they shout the loudest of all of these? I agree completely that the best brands are the richest brands, so cant get my head round why DFS are a success. Have we all missed something here?
Hello Christian
Thank you for coming to the event. It was great to see you. OK; your question. It seems that you are asking:
“But DFS do alright, right? Why? Is it simply because they shout the loudest of all of these? I agree completely that the best brands are the richest brands, so cant get my head round why DFS are a success. Have we all missed something here?”
Here’s some info:
For the period to 1st August 2009, DFS turned over £577 million and made £43m before tax.
For the same period, SCS turned over £166m and made a loss before tax of £6.5m.
To put it another way, DFS made a net profit of 7% and SCS made a net loss of 4%.
7% nett profit is not success. This is a bunfight between brands that – because there is nothing at all distinct about why they exist or what they stand for – all they can do is try to be cheaper. They have nothing else to say.
Almost £600,000,000 came into the DFS business in 2009. To be left with just £7,000,000. Wow. What a shame. Still; as long as the marketing Companies are getting their bit.
See you soon
Mike