So Jessops are to spend £3,000,000 squid to boost their standing by using an advertising agency to boost it’s brand. Seeing as the Olympic Committee spend £400,000 on their branding, I am wondering what Jessops expect to achieve. My personal thoughts would be use the £3 million in a more effective way. Recruit and train staff appropriately, Improve customer service, stop printing catalogs that are out of date before they reach the printers, aggressively price products in the shop and on-line.
Their logo could certainly do with refreshing, it seems very dated, but to be honest, most customers don’t really buy because of a logo, they buy because they get Good Advice, Good Choice, Good Pricing, Good After Sales support, and a warm comfortable feeling from doing business. Generally I haven’t heard a bad word about their after-sales support, but then that may not be a good thing, I have heard many stories of customers returning perfectly good equipment and getting refunds or replacements when a reasonably knowledgeable member of staff could have solved the problem without the expense. And in doing so would probably have gained a very loyal customer.