Brainstorm Integrated Marketing (Brainstorm) are a boutique, full-service, strategic marketing company who offer ‘big company’ experience without the big company fees. Their unique approach was essential in developing a full rebranding strategy for South African fruit logistics company GoGlobal Group (GoGlobal). Brainstorm has worked with GoGlobal (formerly GoReefers) since the early days of the company. Having fared extremely well under Brainstorm’s initial messaging of “It’s the way we think that makes us the best”, GoGlobal needed a brand refresh to align their disparate set of brands, and emphasise their market leading history of innovation. The challenge for Brainstorm was to produce a repositioning strategy to clarify GoGlobal’s status in the marketplace, deepen their customer engagement and bring successful brand cohesion to their multiple business divisions. The challenge for GoGlobal, and ultimately the success of the project, was to embrace a complete overhaul and commit to the time and resources required to implement the changes. The incredible launch event of the new brand, GoGlobal, left no doubt that the ‘go in or go home’ attitude proposed by Brainstorm had been fully adopted and that the GoGlobal brand was the perfect vehicle to take this logistics business forward on the next leg of their journey.
Since the introduction of fire safety laws over ten years ago, fire safety is a legal necessity, and most commercial properties in the UK are fitted with compliant fire doors. Despite progress in raising awareness and improving standards, there have been fatal incidents, where inadequate or poorly fitted doors have contributed to the outcome. In one tragic case, the inquest ruled that death could have been avoided (1), if a self-closing fire door had not become stuck on the floor, preventing it from closing. Correct fitting is critical to ensure that fire doors remain compliant and meet the appropriate standards. Tests to certify doors to a declared fire resistance period (typically 30 or 60 minutes) become redundant, if not fitted properly or maintained over years of wear and tear. The consequences for safety are frighteningly obvious – one incident highlighted where blocked exits and door faults trapped hotel residents (2) and there are plenty of video examples where door-sets fail to impede fire (3) as planned. The financial implications for the building manager and owner are significant with hefty fines for fault or negligence. Property management companies are held to account in cases where the council carry out inspections, such as Kier Stoke (4). However, the laws and standards can be confusing – and EU policy makers are urged to review them for the hotel and tourism industry (5). Alarmingly, statistics from Fire Door Safety Week (6) indicate that 45% of building managers do not know how to spot a problem with their fire doors.