Your train story missed our stop

As designers responsible for the brand identity development of three train operating companies with the National Express Rail Group, we were surprised to read so little of that group’s sophisticated brand development practices in your feature “Getting on Track” (MW March 26).

NEG has recognised that the railway companies need the freedom to respond to their particular customer and staff requirements, since each regional market has different customer profiles and service needs. This has led to the establishment of autonomous brand development and communication strategies – a significant advance from pre-privatisation communication, which largely assumed homogeneity of need across the network.

It is entirely wrong to imagine that clients “believe that a lick of paint will change their image”. Train operators know that brand development begins with a decision to focus themselves as regionally responsive service providers; the signalling of brand values through logos and liveries is a logical development of such a decision. In some cases the physical manifestation of change has been a catalyst of change, a useful means of managing internal and external audiences’ expectations.

Apart from the pride felt by corporate designers such as ourselves, surely it is more important to know where an identity is going, rather than from whence it came?

Alec Rattray

Senior account director

Saatchi & Saatchi Design

London W1A

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here