smart thinking: Richard James
Tailoring business Richard James is a very consistent brand. It just feels like you’ve stepped off the street into somewhere a bit “different” when you go inside. It makes you feel like you’re visiting a temple of cool, but it does it in a quiet way rather than being flashy.
smart working: Pret a Manger
This sandwich and coffee chain stands out from others on the high street. Its staff always appear to be very motivated and well-trained when you compare them with others.
smart engagement: Wimbledon
I recently attended the Wimbledon tennis championships for the first time. I really wasn’t expecting the efficiency and organisation that represented the brand so well. People working there were incredibly well mannered too. I thought it managed to represent all that is really great about Britain. I came away with a much stronger perception of the Wimbledon brand than before.
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