Your say

Winning with brand positioning

I was surprised that your panel of experts missed the key subject of brand positioning when considering the criteria for

stocking a new product ("How to back a real winner", Morning Advertiser, 26 June).

How a brand is perceived by consumers dictates whether it has broad or narrow appeal, and if it is likely to have longevity. Position of products can even influence the overall branding of pubs and bars themselves.

At Brothers Drinks we allow consumers to interpret the positioning of our product range for themselves.

Because our range of pear and flavoured ciders originates from Glastonbury and we support summer music festivals, it is associated with these environments by those who attend these events.

However, we actively pursue a much bigger consumer population based on the propositions of independence, free thinking and fun, with a product range that has genuine heritage and high-quality ingredients.

In other words, some brands can be all things to all people if the positioning is not dictated too narrowly by the owner. This helps negate the possibility of the brand becoming a part of a fashion that fades, and ensures a broad audience. These are factors that pub buyers should examine when considering new brands.

Nikki Langford

Trade marketing manager

Brothers Drinks

Heading for an Animal Farm Orwellian state

I feel compelled to write in response to your "Fight the Hikes" campaign.

Ours is a small friendly pub, very much cask-ale orientated, and winner of local Campaign for Real Ale awards.

My customers all agree that the Chancellor is targeting the wrong people in his war against drunken behaviour. It seems that the many now have to pay for the inadequacies of the few.

This Government is heading further and further down the road of "...do as I say, not as I do". At the current rate, they will soon have us in an Orwellian state reminiscent of his Animal Farm.

This is why petitions like yours must continue to be signed by the majority of the people, just to show that, in the real world, we don't all think that every law or rule they make is welcomed.

I don't suppose he ever will, but I would love Mr Darling to pop in for a swift half one day.

I could then point out our "Banned" poster and escort him off the premises.

Anna Gunner

Licensee, Queens Head Hotel

Congleton

Cheshire

Make a stand to save the great British pub

When David Davis decided to instigate a by-election based on stemming the erosion of British freedoms, I felt I should add my support. On reflection, though, I decided to have a go myself.

I represent the great British pub. Never before has it been in such danger. Closing at the rate of 27 a week, harassed out of business by heavy taxation and regulation, and, more recently, by the smoking ban.

Nobody would pretend anything other than smoking is a foolish habit. However, millions of us like a smoke with a beer. You have a chance to make your voice heard, maybe for the only time on 10 July.

Hamish Howitt

Freedom4Choice