Manifesto_Book_210mm-V01

THOMAS SANDERSON - BRAND MANIFESTO
We think that being a strong brand is essential
to the long-term prosperity of the business and
so we’ve had a long think about what we should
stand for and what we should deliver, going
forward.
The result is the words in this paper. But words
mean nothing unless they are put into action. So
it is up to everyone who works in the company
to read this, understand it, and think about the
ways in which they can make it all happen.
The founder of Yo Sushi was visiting Sainsbury’s
head office to decide which retailers should
sell his now famous sushi brand. He found to
his surprise that the receptionist had prepared
a parking space for him, she recognised him
and already knew how he took his tea. She had
phoned ahead and done her research, because
she didn’t think of herself as a receptionist but
part of the pitch team to win the Yo Sushi order.
Guess which supermarket won the Yo Sushi
business?
We are all part of a team to deliver our brand
experience. The selection of high quality
materials from which our products are made,
the care and precision with which they are
assembled, the expertise with which they are
fitted, the personal touch that customers get
from the contact centre and face to face from our
design consultants and our maintenance teams
is what makes us different.
These days it is not enough to be different it
is essential that everyone we deal with from
customers and colleagues to partners and
prospects can actually…
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