The transient nature of our nation's brands

Hello once again my fervent advertising lovelies. I have been thinking a lot about my long-term love - branding - today. It's funny how some businesses don't realise how investing in a brand can enrich the product or service they offer, tie it together with a sentiment, encourage its growth and reap genuine (monetary) rewards. And it's funny how consumers sometimes don't realise how important they are to us. We develop that trust, we understand those values, and they become part of the fabric of our lives.

Tis a bit sad that Virgin are getting rid of the Virgin Megastores. I like Virgin as a brand, I can say that. They're admirably British, still attempting to claw onto the youth demographic that they once were so appreciated by. I like the tenacity and the brand extension work. Brands need not be static, they can be strengthening overarching umbrellas for many different business offerings, in many different sectors, sheltering them from the storms of competition....(insert more unnecessarily flowery metaphors) I mean, it's not like the brand is dying, it's just changing a little.

I guess I am partly sad because music shops are dying. I am a bit of an old crone when it comes to most things, like I'd love it if Betamax had been a hit and was marketed successfully and I wish I had more 1940's clothes. Technology coupled with consumer need changes these things, and don't get me wrong, I embrace technology, but its nice to see where ideas originally came from in the realms of yesteryear.

I am not sure that I have made an actual point yet, anyway, I am sure Virgin will set their hands on some other sector and for it to be successful and brand-beautiful. Brands are strong, but nicely maleable. I must be off now, more reading beckons...