Formula 1 team Jordan has appointed on-screen graphics group English & Pockett and branding specialist Branded to develop the company as a global consumer brand.
The consultancies will create a new corporate identity plus a range of material to promote the company outside the F1 ring. Jordan general manager of brand development Bill Sweeney says the groups have initially been appointed until the end of next year’s first quarter, though he says a good performance will put them in “pole position” to be strategic partners in the future.
“It is amazing that no lifestyle brand has emerged from F1, since it has a huge global following and the ability to transcend international boundaries,” he says.
He adds that the two consultancies’ “insights into the personality of our organisation” impressed Jordan. “Their commitment to realise the potential that clearly exists and the display of creative thinking will enable us to leverage the assets at our disposal and develop a unique, differentiated and powerful positioning for the Jordan brand,” he says.
English & Pockett account director James Lord says, “Jordan has inherent brand equity that has not been realised outside the motor racing world and it is our task to exploit this.”
But, he says, “There is a danger of losing equity and credibility by spreading the brand too far. The US and Japan are big target markets though.”
Branded managing director Philip Ley is equally excited. “The Jordan brand is the most potent in the Grand Prix world. We look forward to maximising its potential as an aspirational and dynamic consumer brand.”
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