MARKETING MIX: LETTERS * Sponsored by TEAM; Connection aids brand success

From Tony Muranka, advertising creative independent, Richmond, Surrey

From Tony Muranka, advertising creative independent, Richmond, Surrey



I endorse Steven May-Russell’s letter (‘Start off with the brand values,

Marketing, November 29).



His last sentence ‘Having the product designer on the marketing team

keeps the focus on the product’, is entirely true for James Dyson,

inventor, designer and manufacturer of the Dyson Dual Cyclone vacuum

cleaner (which was used to illustrate Mr May-Russell’s letter).



Instead of working with a multi-layered advertising agency/ marketing

company, James works directly with myself, a creative independent, and a

small team.



While the marketing team has been kept lean, sales have expanded. In the

two-and-a-half years that the ‘Say goodbye to the bag’ ad campaign has

been running on TV and in the press, Dyson’s vacuum cleaner business in

the UK has seen a twentyfold increase in turnover from pounds 3m to

pounds 60m.



The close cooperation between the creators of the product and the

creators of the advertising and graphics ensures that every effort is

made to keep the consumers’ experience of the product, the advertising,

the literature and the in-store display entirely consistent and

seamless.



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