Creating a lasting impression

By Lancashire Business View

18 Jan 2019

guy-cookson-hotfoot-design-1000x667.jpg
One of the ways the world’s most successful brands stay on top is not through innovation, but through repetition.

By Guy Cookson, marketing director, Hotfoot Design

Day after day, year after year, popular brands produce marketing messages that seek to form indelible cultural associations with their products.

These messages are spread far and wide using all the firepower brands with big budgets can muster, from social media and billboard campaigns to magazine and television advertisements, and everything in-between.

Repeating the same consistent messages is one of the surest ways a brand can cut through the noise.

This is how Coca-Cola muscled their way into Christmas, how Corona became synonymous with the beach, and how Kellogg’s took ownership of breakfast.

It is part of a process the writer Kevin Simler calls 'cultural imprinting.'

This only works, of course, if the meaning a brand conveys is broadly understood by others.

Smaller companies do not have the luxury of being able to change the cultural landscape by running high profile ad campaigns over a long period of time, but they can develop compelling stories about what their business means – and then reinforce those messages through all of their marketing.

As the co-founder of Basecamp, David Heinemeier Hansson, puts it: “If you want to leave a dent in the universe, you have to be willing to punch in the same place over and over and over and over again. “For every person who has heard your point or story ad nauseam, there’s a thousand new ones who never even knew you existed. Keep repeating.”

Latest news

1

Lancaster Accountants recognised in Financial Times’ Top 25 UK employers ICS office

Lancaster Accountants recognised in Financial Times’ Top 25 UK employers

21 Aug 2025

2

Leonard Curtis sells a majority stake to new investors Senior Leadership Team Leonard Curtis CEO Dan Booth COO David Brown And CFO Paul Birks

Leonard Curtis sells a majority stake to new investors

21 Aug 2025

3

Hundreds of jobs created in landmark £3bn deal to overhaul 70-year-old aqueduct The tunnel construction

Hundreds of jobs created in landmark £3bn deal to overhaul 70-year-old aqueduct

21 Aug 2025

4

Eden Project Morecambe goes live with new job vacancies Eden Project Morecambe External CGI Dusk Grimshaw

Eden Project Morecambe goes live with new job vacancies

20 Aug 2025

5

Specialist manufacturer powers international growth with HSBC UK support Ross Pneumatrol

Specialist manufacturer powers international growth with HSBC UK support

20 Aug 2025

Background image for hub sign up block

LBV Hub

Leverage Lancashire Business View platforms

Post your news
Post your events
Post your offers
Build your network
Improve your SEO
Gain coverage in the magazine
Sign-up
Events
Sub36 Networking - Follow the signs
Sub36 Deaf Village Social1200
Networking
17 Sep 2025

Sub36 Networking - Follow the signs

The Deaf Village, Blackburn, BB2 5EN

10:00 - 12:00

CMI Level 5 Management and Leadership Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Management and Leadership Course

Preston Campus, Preston , PR1 2HE

09:00 - 17:00

CMI Level 5 Project Management Course
UCLanAerialCampus.jpg.jpg
LBV Hub Seminars
21 Feb 2025 - 21 Feb 2026

CMI Level 5 Project Management Course

Preston Campus, Preston, PR1 2HE

08:00 - 17:00

Morecambe Bay Walk
Walk.jpg.jpg
LBV Hub Awards
30 Aug 2025 - 30 Aug 2025

Morecambe Bay Walk

Arnside, CARNFORTH, LA5

09:30 - 14:00

Tri-Site Survey Equipment Showcase
Linkedin Cover.jpg.jpg
LBV Hub Seminars
03 Sep 2025 - 03 Sep 2025

Tri-Site Survey Equipment Showcase

Harewood House , Leeds, LS17 9LG

09:30 - 16:00

Longridge Soap Box Derby
Screenshot 2025-06-10 090035.png.png
LBV Hub Fundraisers
14 Sep 2025 - 14 Sep 2025

Longridge Soap Box Derby

Berry Lane, Longridge, PR3 3WH

10:00 - 16:30

Preston Tech Connection - The Ultimate Tech Quiz!
Preston Tech Connection Sept 25.png.png
LBV Hub Networking
16 Sep 2025 - 16 Sep 2025

Preston Tech Connection - The Ultimate Tech Quiz!

Society1, Coworking Space, Preston, PR1 3LT

18:00 - 19:00

Cumbria Business Expo 2025
https---cdn.evbuc.com-images-880461633-4862066883-1-original.20241022-110415.jpeg.jpg
LBV Hub Exhibitions
19 Sep 2025 - 19 Sep 2025

Cumbria Business Expo 2025

Carlisle Racecourse, Carlisle, CA2 4TS

09:00 - 15:00

Preston Freelancer Meet-Up: September
Sept Freelancer (1).png.png
LBV Hub Networking
23 Sep 2025 - 23 Sep 2025

Preston Freelancer Meet-Up: September

Society1, Coworking Space, Preston, PR1 3LT

10:00 - 11:30

Speed Networking with BNI
2.png.png
LBV Hub Networking
24 Sep 2025 - 24 Sep 2025

Speed Networking with BNI

Chorley Football Club, Chorley, PR7 3DU

16:00 - 19:00

Help to grow management course
Help to grow - barriers to growth.png.png
LBV Hub Seminars
26 Sep 2025 - 16 Dec 2025

Help to grow management course

Preston Campus , Preston , PR1 2HE

09:00 - 15:00

The New Employee Rights Landscape: Day One Compliance Essentials
EventBrite NORi - 15th Oct 2025 Webinar.png.png
LBV Hub Webinar
15 Oct 2025 - 15 Oct 2025

The New Employee Rights Landscape: Day One Compliance Essentials

Microsoft Teams, Microsoft Teams, PR253XH

13:30 - 15:00

Advertise with us

Reaching 50,000 members, our print, digital and event platforms offer a fantastic way to raise your business profile and help you grow.

Find out more LBV 123 Online Graphic
Subscribe now

Weekly news bulletin