3rd March 2005

Large Managing Director and ex-resident of Nottingham, Jim Boulton, appeared on BBC News to comment on the rebranding of the city.

"Any rebrand is high risk and successful rebranding strategies focus on minimising risk - the problem is that Nottingham hasn't done this. Putting a big purple N on the side of a dirty great balloon screams 'Hot Air'. Another problem with the rebrand is that they do not have a strong single message. Warwickshire for example has 'Shakespeare country'. Nottingham should have used something like, 'more than Robin Hood', building on the public affection of the Sherwood Forest legend whilst implying there is more to Nottingham than a bunch of merry men in tights. Nottingham is a great city with a lot to offer, it's a shame they haven't got it quite right."

Jim is a Course Director for The Chartered Institute of Marketing.