Loved this ad I saw on the London tube between client meetings today.

As Majestic Wine partners with Uber Eats you can imagine the tussle between the commercial team at Majestic wanting to derive as much value as possible from the deal and the team at UberEats looking to build their competitiveness vs Deliveroo.

Here are three things I love and why….

1. Creative Execution – somehow, the creative has managed to transcend all of that ‘features and benefits’ debate and create something that perfectly and simply communicates the offer, ‘wine’, and retains the strength of the UberEats brand. 

2. Single-mindedness – The important point here is to recognise that it’s UberEats that’s doing the heavy lifting.  And when entering into a Partnership it’s good to remember what you went into it for. It’s easy to get excited by the possibilities, and let the minutiae creep in and dilute the overall offer.

3. Good ‘brand’ management – the creative (and my view is skewed as I’m relating it to Majestic Wine) reminds me of a question not asked enough – a ‘house of brands’ or a ‘branded house’? Such an important thing to decide upon and act upon as it forces you to decide what you bring to the Customer in any transaction. And how you present that value. 

The concept of Branded House / House of Brands comes from The Brand Relationship Spectrum, and was introduced to the world by David Aaker and Erich Joachimsthaler in 2000.

In their own words, the spectrum is:

“a powerful brand architecture tool… intended to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands, and their alternatives.”

And I’ve been using it for years as a particularly useful tool for Retailers.

Anyway. It’s a lovely, simple, and hard-working bit of creativity. Don’t know whose it was, but I rate it.