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Did You Know?
The Pret A Manger brand
Pret is a sandwich shop. A bit like Starbucks is a
coffee shop. Pret was founded in London in 1986 and
has now grown to over 130 shops, most in the UK but
also in New York and Hong Kong.
At the heart of the brand is passion. Passion for
the food they make and the people they employ (Fortune
magazine named them one of the top 10 companies to
work for in Europe).
How do they communicate this passion? Not through
conventional advertising, but through their beliefs
and their behavior.
Take a look at how they bring meaning to their
brand by the commitments that they make (click on
the images to enlarge):
 |
They
are passionate about natural, quality food:
they avoid additives and preservatives. |
 |
They are passionate about freshness: all food
is made fresh in the shop. |
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They
are passionate about improvement, seeking advice
from customers. |
They are so passionate that they even have 'Passion
Facts' on their website. Check it out at www.pret.com.
But before you do, ask yourself:
What is at the heart of my brand,
and how do I communicate it (not through conventional
advertising, but through my beliefs and my behavior)?
Because it is what you do that matters, not what
you say.
Brand Manual
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