Who has the best Cornish Pasty strapline?

Building a brand by making a promise.

In Cornwall, we all know that Ann’s Pasties take some beating. But does “Beautifully Cornish” Ann have the best Cornish Pasty strapline?

After lengthy quantitative research (possible exaggeration), this accolade goes to the Posh Pasty Company with “Gourmet pasties hand crafted in Cornwall” followed closely by Pasty Presto with “Baked before the seagulls wake”.

Quality straplines are no substitute for a quality product or service, of course, and we have certainly worked with companies before who have invested too much on smoke and mirrors. But with over 70% of our 20 person brand workshop choosing these two straplines as their favourites (with no other details provided), this pseudo-scientific exercise does prove that branding matters.

And this was the purpose of a recent branding workshop: helping our client respond to fundamental changes in their customer proposition by undertaking a 360º analysis of their brand.

The outcome of this workshop was that we helped our client to define their brand strategy going forward, which in turn added vital clarity to their marketing strategy. What’s the link? A brand is a promised delivered. Marketing is communicating the promise that you want customers and prospects to know about. Branding and marketing are interlinked.

If you would like the Made Open team to run a brand workshop for your organisation, please get in touch with Harriet on 01326 259986 or harriet@madeopen.co.uk.


March 26, 2015