25th March 2003

 

PROFITING FROM THE TRUTH

 

An innovative masterclass lecture in marketing will be given at the Lincoln Business School today (25th March).

 

Entitled ‘Brand Leadership: Profiting from the Truth’, the lecture will be given by entrepreneur and businessman B J Cunningham.

 

Mr Cunningham (37) has extensive knowledge of business and marketing, having set up and managed many of his own businesses.

 

One of his ventures, the Enlightened Tobacco Company, marketed a brand of cigarettes called ‘DEATH’ as ‘the honest smoke’.  This act of heresy, though enormously successful with consumers, did not please the tobacco industry and landed him in the European Court of Justice fighting against every member state of Europe and the might of the established tobacco industry.

 

Using this experience to illustrate his straightforward brand thinking, B J believes businesses should be sure of who they are and what they mean before trying to say anything. 

 

“This demands that two questions be answered,” said BJ. “What’s your point and why should I care?

 

“The answers express the intention or promise of the company, the company’s brand.

 

“The answers alone are not enough. They have to be communicated with clarity both internally within the organisation and then externally to customers.”

 

The presentation will use DEATH cigarettes as a case study to illustrate how B J  achieved this in his own company.

 

The lecture will take place today in the Co-op Lecture Theatre at the Brayford Pool campus between 4pm and 5pm.

 

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For more information contact: Gill Noakes, Press Assistant, University of Lincoln

Tel: 01522 886244 or Email: gnoakes@lincoln.ac.uk

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