This article explores brand relevance through the lens of Anglepoise, the iconic British lamp manufacturer. Founded in 1933, Anglepoise has not only survived but thrived for nearly a century. What’s their secret? Let’s delve into Simon Terry’s, Anglepoise’s custodian (not director, mind you!), thoughts on brand building and staying relevant.
Timeless Design, Forward Thinking
Terry acknowledges the need for established brands to evolve. Collaborations with brands like Palace Skateboards demonstrate this. However, he cautions against inauthentic attempts to be “down with the kids.” Anglepoise’s strength lies in its timeless, functional design – a design that resonates with new generations who value sustainability.
Actions Speak Louder Than Words
Terry emphasizes that brand value goes beyond catchy slogans. A brand should be embedded in every aspect of the business – from product design to customer interactions. He criticises the trend of planned obsolescence, highlighting Anglepoise’s commitment to crafting products built to last, evident in their spare parts for products discontinued 50 years ago.
Building a Movement, Not Just a Brand
Terry argues for building a brand as a movement, a reflection of a company’s core purpose. He encourages entrepreneurs to focus on building a brand that reflects their values and resonates with their audience. This authenticity extends to how customers are viewed. Terry suggests replacing the term “consumer” with “audience,” emphasising the importance of building long-term relationships.
Alignment is Key
Terry warns against a disconnect between a company’s internal and external voices. A brand that claims to put the customer first while neglecting its employees breeds inconsistency. True brand relevance comes from aligning the needs of all stakeholders – employees, customers, and the company itself.
Anglepoise serves as a powerful example of brand relevance. By staying true to their core values of functionality, quality, and sustainability, they’ve not only endured but thrived. Their story offers valuable insights for businesses of all sizes looking to navigate the ever-changing brand landscape.
Want to dive deeper into Terry’s insights and learn more about building a brand with lasting relevance?
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This interview is part of a series exploring brand building through the lens of iconic companies.