Boris Johnson – probably the best brand in Westminster.
So what can we learn from the Boris case study in brand development?
A man with a clear vision and mission – he knows where he’s going and he believes he knows where London (and the country) needs to go. He anticipates and plans for the future.
Precise positioning – compassionate conservative, ecologically attuned.
Strong core values – not dictated to by focus groups – he stands for what he believes.
Bold personality – bumbling, quintessentially English, posh toff, outrageous, funny, self deprecating.
Striking visual identity – the hair is almost as well recognized as the Nike swoosh.
High profile – never misses an opportunity to be seen or heard, piggy backs on any major event.
Strong brand associations – Boris Bikes, Boris Island, Boris Cycle Lanes.
All the components of a successful brand. It’s so good, you could almost believe it was the work of a brand agency. Or perhaps not….