BRANDING: Design Choice - Concorde

British Airways will tell you that Concorde is its flagship, 'a potent symbol of its brand as a world-class organisation'.

For me, in a world of compromises, it's a great cocktail of superlatives.

The most exciting ingredient is that it's supersonic. Concorde will thrust you around the globe at twice the speed of sound - a whopping 1350mph.

Concorde's design is both a work of art and a triumph of sophisticated engineering.

Its 'delta-wing' makes it fly in a completely different way to a conventional aircraft. Using 'vortex lift' to achieve its performance, the wings also add greatly to Concorde's structural rigidity.

Another design feature is Concorde's 'droop-snoot'. When flying, the nose gives maximum air penetration, but during take-off or landing it is lowered to allow greater pilot visibility.

Flying Concorde from London to New York you effectively arrive before you leave. The record is just under two hours and 55 minutes. That's of course assuming you can find £6900 for a ticket. I like the fact that it is so expensive because it means that at a time of low-cost, no-frills airlines, Concorde is still a big occasion.

The experience has been enhanced by a new interior, using technology and materials that are 20% lighter, resulting in an annual saving on fuel costs of almost £1m. These days we're bombarded by brand building and hype and it's often a struggle to identify a USP. Concorde is more than just unique, it's inspired.

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