John Murphy (branding consultant)

Last updated

John Matthew Murphy (born 1944, Essex) is a British marketing consultant who first described the process of branding. He also pioneered the art of brand valuation, that is, measuring the accounting value of a company's brands as assets, and in so doing, he stimulated the development of branding as an aspect of business. [1] Murphy founded Interbrand, the world’s first branding consultancy, and named many familiar brands.

Contents

Interbrand and brand valuation

In London in 1974, Murphy launched Novamark, a small company specialising in product naming and in trade mark registrations. In the 1970s, the scope of Novamark's consulting work expanded to encompass brand design and strategy. [2] In 1979, when Murphy opened his first overseas office in New York, he adopted the name Interbrand. Among the concepts that Interbrand developed in the 1980s was brand valuation. [3] As Murphy later explained, there was "a huge buying and selling of branded-goods businesses where what was essentially being bought and sold was brands. But nobody knew how to value brands." [4]

In 1987, Interbrand announced that it had developed a proprietary methodology for brand evaluation [5] and in 1989 Murphy edited a work on the subject: Brand Valuation – Establishing a true and fair view. [6] In 1993, Murphy decided to sell Interbrand, which by then had a headcount of 600 and a burgeoning international practice, to Omnicom. He stayed on at Omnicom as Interbrand's chairperson till 1996 to help with the transition. [5]

Brand names born out of Murphy's efforts during this time include: [5] [7]

Suffolk beer and Plymouth gin

After Interbrand, Murphy turned his hand to building brands himself. Looking at how English brewers struggled to market themselves abroad due to their reliance on marketing through local pubs, he decided to try the opposite, and base a brewery around brand projection. In 1996, Murphy established St. Peter's, a small artisan brewery in Bungay, Suffolk, from scratch, without a substantial chain of controlled pub outlets, marketing it both locally and internationally. [4] He sold it in 2018.

Murphy also led the acquisition from Allied Domecq of the Plymouth Gin distillery and brand in 1996 by a small group of investors, [9] betting on the history of the drink as the basis of the pink gin in Britain and a prohibition era-beating product in the US. [10] At the time of acquisition, the distillery was producing some 3,000 cases of gin a year, but had capacity to make 200,000. After Murphy's repackaging and PR campaign, sales had increased to 150,000 cases by 2003. [11]

Honors

Brunel University admitted Murphy to the honorary degree of Doctor of Social Sciences in 2001. [2] He was visiting professor at Birmingham and The Open University Business Schools.

"Cello scrotum"

Murphy was the signatory of a spoof letter (written with his wife at the time, Dr Elaine Murphy) about a "Cello scrotum" condition that the British Medical Journal (now The BMJ ) published in 1974. [12]

Publications

Related Research Articles

<span class="mw-page-title-main">Irish whiskey</span> Popular spirit made in Ireland

Irish whiskey is whiskey made on the island of Ireland. The word 'whiskey' comes from the Irish uisce beatha, meaning water of life. Irish whiskey was once the most popular spirit in the world, though a long period of decline from the late 19th century onwards greatly damaged the industry, so much so that although Ireland boasted at least 28 distilleries in the 1890s, by 1966 this number had fallen to just two, and by 1972 the remaining distilleries, Bushmills Distillery and Old Midleton Distillery, were owned by just one company, Irish Distillers.

<span class="mw-page-title-main">Diageo</span> Multinational alcoholic beverages company

Diageo plc is a British multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It is a major distributor of Scotch whisky and other spirits. Distilleries owned by Diageo, produce 40% of all Scotch whisky with over 24 brands, such as Johnnie Walker, J&B and Vat 69.

<span class="mw-page-title-main">Plymouth Gin Distillery</span> Gin Distillery in Plymouth, England

The Plymouth Gin Distillery in the Barbican, Plymouth, England has been in operation since 1793 and used to be a significant manufacturer of gin in the UK. Also known as the Black Friars Distillery, it is the only gin distillery in the city. The original building opens on to what is now Southside Street.

Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City.

<span class="mw-page-title-main">Plymouth Gin</span> Type of gin

Plymouth Gin is a style and brand of gin that has been distilled on the same premises on the Barbican in Plymouth, Devon, since 1793. The site of production, the Plymouth Gin Distillery, was built in 1431 and is reputed to have once been a monastery of the Dominican Order, widely known as "Black Friars". For this reason, it has traditionally been called the "Black Friars Distillery", and this name appears embossed on the gin bottles. The taste profile of the style has been described as "earthy", and featuring more citrus notes than the "London Dry" gin style, of which Plymouth Gin is considered an offshoot, or subtype.

Whitbread plc is a multinational British hotel and restaurant company headquartered in Houghton Regis, England.

Murree Brewery ; PSX: MUREB) is a Pakistani multinational manufacturer of alcoholic and non-alcoholic beverages. It is Pakistan's largest and oldest producer of alcoholic products. In 2015, it produced 10 million litres of beer, along with hundreds of tons of single malt whisky, vodka and brandy. Founded by the British in 1860, it is a publicly traded company listed on the Pakistan Stock Exchange, and its products are exported to India and Bangladesh. In 2014, the company established a flagship store on Park Avenue, in Manhattan, New York City. In 2013, it was named by Forbes as one of Asia's 200 best companies.

<span class="mw-page-title-main">Gala Bingo</span>

Gala Bingo is an online bingo and casino offering under the ownership of Entain.

<span class="mw-page-title-main">Beefeater Gin</span>

Beefeater Gin is a brand of gin owned by Pernod Ricard and bottled and distributed in the United Kingdom. Beefeater remained in the control of its founding Burrough family until 1987. It is a 47% or 44% alcohol product in the US, and a 40% alcohol product elsewhere in the world. The Beefeater distillery is one of 24 in London.

<span class="mw-page-title-main">Microdistillery</span>

A microdistillery is a small, often boutique-style distillery established to produce beverage grade spirit alcohol in relatively small quantities, usually done in single batches. While the term is most commonly used in the United States, micro-distilleries have been established in Europe for many years, either as small cognac distilleries supplying the larger cognac houses, or as distilleries of single malt whisky originally produced for the blended Scotch whisky market, but whose products are now sold as niche single malt brands. The more recent development of micro-distilleries can now also be seen in locations as diverse as London, Switzerland, and South Africa.

<span class="mw-page-title-main">Kasauli Brewery and Distillery</span> Indian brewery and distillery

Kasauli Brewery and Distillery, at Kasauli in Solan district of Himachal Pradesh state of India, was established in late 1920s during the British Raj by Edward Abraham Dyer. It started producing Asia's first beer brand, the "Lion Beer", and India's first single malt whisky, the ""Solan No. 1". Both of these brands are still in production. After the swap of brewery at Kasauli to Solan distillery and vice versa in 1835, presently Lion beer is produced at Solan and Solan No.1 whisky is produced at the Kasauli distillery using some of the original equipment including the copper pot still. The production of Lion beer was moved 25 km east to Solan Brewery at Solan, due to water scarcity, after civilian Kasauli hill station resort town came up around the brewery. Lion beer was originally an India Pale Ale (IPA), but the beer style was changed to lager in 1960s.

Brand valuation is the process of estimating the total financial value of a brand. A conflict of interest exists if those who value a brand were also involved in its creation. The ISO 10668 standard specifies six key requirements for the process of valuing brands, which are transparency, validity, reliability, sufficiency, objectivity; and financial, behavioral, and legal parameters.

<span class="mw-page-title-main">English whisky</span> Whisky distilled in England

English whisky is whisky produced in England. At least eight distilleries currently produce it, and there are 26 whisky distilleries across England in various stages of development. Though England is not well known for whisky, distillers operated in London, Liverpool and Bristol until the late 19th century, after which production of English single malt whisky ceased until 2003. Since then, English whisky has experienced a resurgence in production.

<span class="mw-page-title-main">The London Distillery Company</span> Distillery in London

The London Distillery Company, also known as TLDC, was a distillery based in Bermondsey, London. Originally located in Battersea TLDC produced English whisky, Rye whisky, London gin and British spirits, compounds and cordials. TLDC also created experimental spirits under the TESTBED brand; named after the art space of similar ethos by architect Will Alsop.

<span class="mw-page-title-main">Chuck Brymer</span>

Charles E. "Chuck" Brymer is an American businessman, marketing strategist, author, and former President and CEO of DDB Worldwide, an advertising agency.

<span class="mw-page-title-main">OMD Worldwide</span> American media communications agency (1996–)

OMD Worldwide is a media communications agency. It is a subsidiary of Omnicom Group and an Omnicom Media Group agency considered the holding company's "media specialist brand". Omnicom Media Group is the media services division of Omnicom Group. OMD is headquartered in New York City and its chief executive officer is George Manas.

<span class="mw-page-title-main">Lion (Australasian company)</span> Alcoholic beverage company operating in Australia and New Zealand, owned by Kirin

Lion is an alcoholic beverage company that operates in Australia and New Zealand, and a subsidiary of Japanese beverage conglomerate Kirin. It produces and markets a range of beer and cider in Australia, and wine in New Zealand and the United States through Distinguished Vineyards & Wine Partners. It acts as distributors for a range of spirits in New Zealand, but does not own any distilleries outright, although holding a 50% share of Four Pillars Gin in Victoria.

<span class="mw-page-title-main">Michael Birkin (executive)</span> English global marketing executive

Michael Birkin is an English global marketing executive, notable for his role in developing the concept of brand valuation as well as for his involvement in global marketing operations. He began his career at Interbrand in 1987, later working at Omnicom Group and Acer Inc. He founded his own marketing services company, Red Peak Group, in 2010. He currently serves as CEO of kyu, the strategic operating unit of Hakuhodo DY Holdings.

Chase Distillery, Ltd. was a British single-estate distillery based in Herefordshire, United Kingdom. William Chase, the former owner and founder of Tyrrells crisps, founded the family-run business in 2008. Using ingredients sourced on-site at Rosemaund Farm, the distillery focuses its production on potato vodka, gin and cider.

<span class="mw-page-title-main">Borders distillery</span>

The Borders distillery, is a malt whisky, gin and vodka production facility in the Scottish Borders town of Hawick. The distillery produces malt whisky, William Kerrs Gin. and vodka and has a visitor centre on Commercial Road.

References

  1. ↑ Hull, Janet. "How marketers should use brand valuation". www.marketingsociety.com. The Marketing Society. Retrieved 7 September 2021.
  2. 1 2 "John Murphy honorary degree". Archived from the original on 19 August 2014.
  3. ↑ Salinas, Gabriella; Ambler, Tim (2009). "A taxonomy of brand valuation practice: Methodologies and purposes". Journal of Brand Management. 17 (1): 39–61. doi:10.1057/bm.2009.14. S2CID   167333325 . Retrieved 7 September 2021.
  4. 1 2 In Business interview with John Murphy (audio), BBC Radio 4, September 25, 2008, from approx. 18:25; Retrieved 6 September 2021
  5. 1 2 3 "Interbrand Corporation History. Sourced from International Directory of Company Histories, Volume 70". Encyclopedia.com. Retrieved 14 September 2021.
  6. ↑ Murphy, John (ed.) (1989). Brand Valuation – Establishing a true and fair view. Hutchinson Business Books, London. ISBN   0-09-174261-7.
  7. ↑ Mackwood, Neil (22 August 1997). "Marketing: The name game" . The Independent. London. Archived from the original on 13 June 2022. Retrieved 16 September 2021.
  8. ↑ Ashworth, Jon (23 September 1991). "Bass seeks full house in Gala opening". The Times. London – via NewsBank.
  9. ↑ Harrington, John (17 September 2003). "Plymouth Gin". The Morning Advertiser. Crawley. Retrieved 16 September 2021.
  10. ↑ Plymouth Gin – The Adventurer at gintime.com Archived 22 October 2011 at the Wayback Machine ; Retrieved 6 September 2021
  11. ↑ In Business interview with John Murphy (audio), BBC Radio 4, September 25, 2008, from approx. 24:25; Retrieved 6 September 2021
  12. ↑ "Peer reveals 'cello scrotum' hoax". BBC News. 28 January 2009. Retrieved 16 March 2017.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.