The best of Britain
The National Trust has announced that it is to launch a range of branded products, including food and drink, toiletries and CD’s as part of its long-term brand-extension programme, but will consumers feel compelled to buy the ‘very best of Britain’?
Leading branding experts at BR&Me and Coley Porter Bell have supported the conservation body’s decision to launch the range. Products such as Viceroy India Pale Ale, made from National Trust malt and hops, and stoneground wholemeal loaf, made with a recipe taken from the kitchens of Cotehele Tudor House are set to hit high-street stores including Asda in the coming weeks.
The product collection is being launched not to generate revenue but build the brand and ‘help deepen people’s empathy’ says John Stachiewicz, the Trust’s publisher and head of media group. He goes on to say ‘We want people to understand what we are about as an organisation and the different areas we are involved in.’
The Trust’s decision to help deepen customer loyalty and become an everyday part of their customer’s lives is an interesting move. It goes without question that our decisions are manipulated by our surroundings, perhaps this is where the National Trust’s strategy comes into play? Whilst people are deciding what to do that day over breakfast their daily bread may provide inspiration or perhaps washing their hands will provide an idea for a must see attraction.
The National Trust clearly has an impressive customer base with 3.7m members and each year more than 12m people pay to visit its properties, while an estimated 50m visit for free.
The first wave of the launch is food and drink and will include pies, soups, bakery items and beef and lamb. The range seems incredibly similar to Prince Charles’ organic and free-range food brand Duchy Originals, which has recently been removed from Waitrose due to disappointing sales.
I am inclined to think that the National Trust will be more successful with the product launch as so many people have fond memories of visits to historic buildings either as a child or adult, it is a brand that people of all ages have been touched by and for me it just says British.
The National Trust’s decision has made me question what other brands could move into other markets successfully as a self promotion tool? Imagine Google computers, Coca Cola cafes, a Pizza Hut supermarket range and Adidas gyms....
What do you think?