I posted the other day about Manchester United and their proposition and positioning.
It reminded me of a stunning, and quite original, positioning that I came across almost by accident.
Those of you who know me will know certain things about me;
- I love concrete and all things modernist and brutalist in architecture
- I firmly believe that Roadhouse is the finest film ever made (with lessons for life in every scene)
- I only really listen to Jazz
- One of my favourite brands is Wilkinson’s
- One of my favourite logotypes is Norfolk Line – lovely combination of type colour and design
- … and I drive up and down the A14 most weekends to get home
All of which you are likely to know .. but the last 3 in that list have a connection … lorries, and in particular advertising on lorries.
I posted about this some time ago, I may be becoming a lorry geek!
By now reader, you are wondering what on earth this post is going to be about … well lorries… and a proposition …and a surprise;
Allow me please to introduce Knights of Old .. in fact the Knights of Old Group.
If you drive around the Midlands in the UK you will know their haulage. It states boldly on every lorry “SERVICE WITH HONOUR” I really like that, its bold, it’s certainly original and I don’t know much about haulage and logistics, but I bet it’s a USP !
Check out the values on their website … here
This is a roll call of ambition, style, and growth. Mission statements may be a little old hat these days, much derided thanks to too much pomp and ceremony from Management Consultancies in the 90s (just my opinion you understand), but in this instance it absolutely backs up the vision and it must by its nature and presence unite a workforce that is by its nature dispersed geographically.
The typeface is also crucial in lending credence to such a nice line and vision. Can you use an old-fashioned word like ‘honour’ with a modern san serif typeface? I don’t believe you can, at least not for this brand.
And the surprise? Well it is their website, a quite lovely piece of story telling across the piece. The rolling banner points you at three different stories and, my, how well they present them, especially the photography.
Can you make logistics sexy? You bet you can, especially with as clever a use of brand association as I have seen for a very long time, John Lewis, Carluccio’s anyone? … lovely!
But maybe I should not be so surprised at the quality of their advertising and marketing … look how they promote the cycling team they sponsor – very nice!
One final point to make as well. Added to my list at the top of this post you could have added I love brand heritage stories .. some brands lend themselves to it … Co-operative please note … why do you not embrace yours? … and this is one such brand. The history is well presented, not over done and it contextualises the whole vision. Very nice indeed
The story telling explains the origin of the company name and the use of the “Knight” and “Old”. The company was founded in the village of Old (near Kettering) by William Knight. It’s interesting to ponder how different their brand proposition might have been expressed if the two names had not worked quite so well together.
I hope you have enjoyed this slightly offbeat post, I find it really refreshing that a brand in such a non glamorous industry can make such a bold creative play but I guess you would expect that from a brand with such confidence to paint its proposition on every Lorry!
You will also be pleased to know you can buy toy lorries ‘a la’ Eddie Stobart too … I may seek one out, one on my desk would remind me that delivery of great service is important whatever industry you are in … and if you can do it with honour, even better.
01 May 2014