IMU

Waitrose & Woodward
And Associations

Do you ever read a magazine starting at the back? Some cultures that do of course, however Western publications assume that we will start at the beginning with page one. Well, I often work in reverse and flick through starting at the back.

Recently, I was reading the 100^th Issue Special Edition of the Waitrose Food Illustrated. I popped it in my trolley, because there was an interview with Edward Woodward on the inside back page of the periodical. Our family has a happy and positive memory of Mr Woodward, so I wanted to read the article -good marketing on behalf of the publishers.

When our son, Kyle was nine years old he wanted to earn some money for his first computer. After discounting newspapers deliveries, car washing and garden tidying due to poor remuneration, he opted to be a model.

“Get me in to that!” he announced one day, as he sat amused and entertained by a young lad on a TV commercial for Trio chocolate biscuits.

“He earns lots of money for doing that doesn’t he?” asked our number one son. (We only have one son!)

When Kyle was reassured that yes, he, Kyle Parlan McArthur Milnes, would be paid handsomely for appearing on TV he made a further announcement that he was going to model on TV!

"Get me into that now, mum!" he announced.

And guess what? Two years later he was on TV! He was invited by MMA to model Harrods' exclusive suits for young men on the Good Morning programme. He was very excited to see himself on the television and loved the whole experience. We were very proud of him. He was so confident and capable for one so young. And it was at this event that Kyle met Edward Woodward. As a result , the Milnes family has a very happy, positive association and memory of spending time in the company of this well known British actor.

What do people associate with you? Are you a premier brand like Harrods? Do people bring you to mind and think …quality…first class…great… kind...caring..loving...
When people remember you ten years from now what will they be thinking?
Most importantly, what do you want people to think of you…remember you were born unique so don’t die a poor copy!

Kyle certainly is an original. He started his first computer business at seventeen and I know that when people think of him they think…talented, creative, hard working, focused and fun to be with…and of course very handsome…but then he was associated with modelling for Harrods now wasn’t he?!

They last question the magazine interviewer asked Edward Woodward was, “What would your last meal be?” My last questions to you are in a similar vein,

“What will people associate with you? What will be your lasting impression?”