Brand Awareness Guide

Brand awareness guide

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Robin Hood – Ambassador for Business

Robin Hood - Ambassador for business

Although it would be hard to imagine Robin Hood swapping his traditional Lincoln Green tunic and feathered hat for a pin-stripe suit and a bowler – it's a well-documented fact that, to a greater and lesser extent, the legendary outlaw has played a significant role in thousands of business deals and marketing campaigns all around the world - and he continues to do so.

Hundreds of classic examples were identified as part of an extensive random research project carried out in 2012 that was undertaken to look at the global impact and adoption of the Robin Hood "brand" in business and commercial circles.

Ranging from high profile corporate promotions such as USA supermarket giant Wal-Mart's coast-to -coast advertising campaign (featuring their "happy face" logo wearing a Robin Hood hat and "shooting down prices") - to local, small-business female entrepreneur, Dolly Sewell's Robin Hood Greeting Cards venture that took her all over the States. From Canada's Robin Hood Flour Company to Finland's Radio Robin Hood, the global list of practical and successful applications of the Robin Hood "brand" just goes on and on!

It embraces familiar names from Nottingham's past, such as John Player's cigarettes, Home Ales and Raleigh Cycles - alongside more current examples like the Nottingham Building Society, Robin Hood Harley Davidson, Castle Rock brewery and Doncaster's Robin Hood Airport.

A particularly striking element of the research findings is the sheer diversity and creative ingenuity of many of the applications, all recognising the positive, feel-good, credibility factor that the world-renowned Robin Hood name generates with the global public - instantly creating a rapport with potential customers.

No doubt every City and County resident will have experienced being away on holiday and, having mentioned whereabouts they are from, received the familiar response "Ah - Robin Hood!" It's an "ice-breaker" that opens a topic of conversation and represents one of the most significant and important ways in which Nottingham's Robin Hood connections have often triggered a potential business opportunity. It gives Nottingham "the edge" ; a chance to "get a foot in the door", providing a springboard from which the wider business issues can be discussed and developed. There are numerous examples of how this initial breakthrough has contributed towards a successful conclusion, including the creation of the UK's first Showcase multiplex cinema; the former re-location of Central Television Studios and the N.A.A.F.I. and the HM Revenue and Customs offices at Castle Wharf.

Above everything else, the 2012 research project clearly showed that City and County are barely scratching the surface of the marketing potential of the Robin Hood "brand" and far more businesses need to "step up to the plate" and show some creative vision. At the moment, it's a bit like having the whole of the Royal Philharmonic Orchestra at your disposal and only playing "Chopsticks"!

2016 “Feather in your cap” Awards acknowledge effective use of “Robin Hood” connections in business, promotion and marketing

2016 “Feather in your cap” Awards acknowledge effective use of “Robin Hood” connections in business, promotion and marketing

The announcement of the winners of the World Wide Robin Hood Society’s “A Feather in Your Cap” Awards -2016 once again highlights the effective and extensive use of “Robin Hood” related connections in a diverse range of marketing and promotion practice.

Society Chairman, Bob White says “2016 is only the second year that the Awards initiative has been running but nominations more than doubled and continued to reveal that many companies already effectively feature a link to the globally renowned Robin Hood legend as part of their publicity and marketing. The awards scheme is not just about graphic visual branding but is very broadly based, with criteria capable of embracing any initiative that reflects a Robin Hood connection and associations with any of the principles that the outlaw hero traditionally stands for.

Mr. White said “The Awards are made on an annual basis, looking at nominations put forward that best reflect the spirit and application of a Robin Hood related link as part of a marketing or promotional campaign or a brand development etc.. We consider nominations from not just the business and commercial sector but also from the general public.”

There are eleven winners of the 2016 round of “Feather In Your Cap “ awards and they are:

Robin Hood Harley Davidson * Nottingham Rowing Club * Robin Hood Energy

Nottingham Childrens Hospital * Robin Hood Jacket Potatoes * Lincoln Green Brewery

Nottingham and Notts Photographic Society * Sherwood Forest Archaeology Project

The Society’s 2016 International Winner is:

Robin Hood Village Resort in Washington State, USA for flying the flag for the Robin Hood name since 1934, when the facility was first created by Don Beckman, the Hollywood set designer for the classic Errol Flynn movie “The Adventures of Robin Hood”.

Two 2016 Special Awards also go to Ade Andrews and Tim Pollard in recognition of their many years individually helping to promote the City and County as “official” Robin Hood’s for Nottingham and Nottinghamshire.

The various winners and details of their respective uses of the Robin Hood connection are outlined in the following schedule and each winner will receive a framed certificate featuring the unique “A Feather in Your Cap” logo that was specifically designed for the awards initiative by Trevor Gibson at Generation Creative.

Further background information can be obtained from Bob White by telephoning (0115) 9523183 or by contacting him on e-mail atThis email address is being protected from spambots. You need JavaScript enabled to view it..

List of winners of 'Feather in your cap' Awards 2016

Awarded by the World Wide Robin Hood Society for the innovative use of links with the Robin Hood legend in effective marketing and promotion practice.

ROBIN HOOD HARLEY DAVIDSON:- For incorporating the Robin Hood name in their company title and prominently displaying it on their new Daleside Road premises.

NOTTINGHAM ROWING CLUB:- For dominantly featuring a Robin Hood image in the logo design   displayed on various items of the club’s sports and leisure wear.

ROBIN HOOD ENERGY:-For using a Robin Hood name and caricature to promote their new not-for -profit company.

NOTTINGHAM CHILDRENS HOSPITAL: -For incorporating a visual reference to Robin Hood in the design of its new logo.

ROBIN HOOD JACKET POTATOES:- For prominently profiling a Robin Hood name and logo on their long standing city centre mobile catering facility.

NOTTINGHAM & NOTTS PHOTOGRAPHIC SOCIETY:- For incorporating a Robin Hood logo into their letterhead and website design and staging an annual Robin Hood Open competition.

LINCOLN GREEN BREWERY: For championing aspects of the Robin Hood legend in their product range and in their flagship pub the “Robin Hood and Little John” in Arnold.

SHERWOOD FOREST ARCHAEOLOGY PROJECT:- In recognition of engaging people in the heritage, history and archaeology of Sherwood Forest.

The 2016 INTERNATIONAL “Feather in Your Cap” AWARD goes to ROBIN HOOD VILLAGE RESORT in WASHINGTON STATE, USA for flying the flag for the Robin Hood name since 1934, when the facility was first created by Don Beckman, the Hollywood set designer for the classic Errol Flynn movie “The Adventures of Robin Hood”.

Two 2016 SPECIAL AWARDS also go to ADE ANDREWS and TIM POLLARD in recognition of many years helping promote the City and County as “official” Robin Hood’s for Nottingham and Nottinghamshire.