Business Franchise June

10
Franchisenews
JUNE 2008
Myhome makes
headlines
■ Myhome International plc has
launched a new homes and lifestyle
magazine – appropriately entitled
Myhome.
The company is the ﬁ rst
franchisor in the UK home services
Kings of Castle
sector to launch a lifestyle magazine
aimed at the customer.
■ Castle Estates has expanded its business with more Each edition promotes the
franchise outlets. Doors have been opened in the following many professional domestic
locations: Winslow, Milton Keynes East, Aylesbury (two), services provided by the individual
Leicester and North Leeds. brands within the group to
Four of these openings are by way of acquisition, giving prospective customers.
the business an established portfolio of properties to The 80-page magazine, with
manage from day one. The management of such a transition an initial circulation of 25,000, is
into the Castle Estates network is strategically managed by to be distributed bi-annually via
a team of new business staff, based at the Castle head ofﬁ ce Myhome’s franchise network.
in Milton Keynes. As well as private
‘North Bucks was a target area for us,’ comments Neil householders, it will be
Hollingworth, MD of Castle Estates. ‘We now feel we are distributed to other public
well on our way to achieving a strong hold here and are places such as doctor and
already looking at options for our next area to target.’ dental surgeries, estate
With about 50 branches operating across the UK and agents and gyms.
Ireland, Castle Estates is now looking to strengthen each Each issue of the glossy,
area by ﬁ lling those gaps. coffee-table style magazine will feature a
‘London and the South are always hugely popular mix of features, expert advice and home O’Connell, CEO of Myhome
areas for property investors as well as tenants,’ comments improvement tips – prepared by Myhome International says: ‘We’re very excited to be
Spencer Pettit, franchise recruitment manager. ‘We would professionals and a team of journalists. launching the Myhome magazine and believe
certainly like to see our presence rise in this area over the All features will weave in messages regarding it will be a vital tool in encouraging continued
coming months.’ the various services offered by Myhome. and strengthened relationships with our
Commenting on the launch Russell existing customers.’
Brand on the run
■ A new survey has revealed that three quarters informed decision about a purchase.
of UK companies admit to feeling unsure about Keith Davidson, head of marketing for
their brand identity. According to research by Prontaprint, says: ‘Today’s visually oriented
Prontaprint, half of the companies surveyed consumers have elevated the importance of
say that brand identity was of little brand, which is why it is so surprising that
importance to them when launching. the majority of businesses are in doubt as
The study also says that the wrong to whether they are correctly conveying
image could be costing UK businesses, their business credentials. A strong brand
with over 55 per cent of bosses believing reﬂ ects that a company is professional,
their turnover would ‘signiﬁ cantly well organised and driven to succeed.
increase’ as a result of research and We have evolved our brand positioning
changes to their brand identity. Despite
Keith Davidson
with the aim of delivering three key
this, 88 per cent of ﬁ rms insist they have no objectives; enhancing the company’s B2B image,
plans to change their corporate logo. differentiating the brand within the market
On the ﬂ ip side, a separate study of place and communicating our service offering
consumers revealed that 78 per cent of people more effectively.’
admit that brand identity is at the top of the list, Prontaprint won the Best Brand Management
alongside value, when it comes to making an award at The Franchise Marketing Awards 2008.
June 2008 www.businessfranchise.com
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