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TRIUMPH NAMED ''BRITISH BRAND OF THE YEAR''
''British Brand of the Year'' is one of the most prestigious marketing awards for a UK company to win and is awarded to the British brand that has made the biggest impact in terms of sales, service and exposure in 2004. The Triumph brand has undergone a huge internal review over the past 18 months under the leadership of Commercial Director Tue Mantoni (previously with management consultants McKinsey & Co). Tue Mantoni says: “This is obviously a great honour for Triumph and an important stamp of approval for our recently launched re-branding strategy. The award is a tribute to the Triumph employees who have worked hard over the past couple of years to transform Triumph from a niche player to a serious bike manufacturer competing on the world stage”. The new brand positioning strongly articulates Triumph''s traditional brand strengths of immense character and heritage, together with the relationship between rider and machine. Added to this is a much stronger emphasis on the passion for Triumph motorcycles and the inherent appeal of the motorcycle scene. The result is a proposition that strengthens the relevance of Triumph to a younger, contemporary audience. A new marketing campaign is inextricably linked to this positioning. The new mantra is “Go Your Own Way” - Triumph owners are not afraid to stand out from the crowd and owning a Triumph is a conscious choice that gives a freedom in itself. Tue Mantoni comments: “If you look at the characters who rode Triumphs in the past, for example Steve McQueen, Marlon Brando and James Dean, then they were all icons of their time and gave motorcycling a very sexy image. We want to recapture this allure by bringing more passion into the brand. “ The inaugural Walpole Awards was held in 2001, launched to honour individuals and companies who exemplify British Excellence by their work and achievements across sport, culture, innovation and business. Triumph joins an illustrious group of previous winners such as Land Rover and Burberry. The award ceremony was held last night at The Banqueting House, Whitehall, London and was hosted by Joanna Lumley OBE.
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