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129-624: Team GB is the brand name used since 1999 by the British Olympic Association (BOA) for their British Olympic team . The brand was developed after the nation's poor performance in the 1996 Summer Olympics , and is now a trademark of the BOA. It is meant to unify the team as one body, irrespective of each member athlete's particular sport. Officially, the team is the "Great Britain and Northern Ireland Olympic Team", although athletes from Northern Ireland may opt to compete under

258-536: A benefit show held in aid of Great Ormond Street Children's Hospital at the O2 Arena . In October 2009, Mitchell signed a deal with HarperCollins and its imprint Fourth Estate to write a volume of memoirs and a novel. The memoirs, Back Story: A Memoir , was published in October 2012 with the novel scheduled for 2013. Mitchell plays William Shakespeare in all three series of the sitcom Upstart Crow ,

387-512: A national book tour. In January 2024, Mitchell began filming on the new BBC One comedy detective drama series Ludwig . Mitchell plays the titular character of John ‘Ludwig’ Taylor, a man who assumes the identity of his missing identical twin brother as he tracks him down. The series premiered on BBC One and the BBC iPlayer on 25 September 2024. Early reviews of the detective drama were positive with one reviewer stating "Just Give Him (Mitchell)

516-518: A panel game on BBC Radio 4 . The inaugural episode of Was It Something I Said? , a panel comedy show that Mitchell hosts, was broadcast on Channel 4 in October 2013. He was a team captain on the Channel 4 comedy quiz show Best of the Worst , opposite Johnny Vaughan . Mitchell has also hosted ten episodes of Have I Got News For You . Mitchell hosted the panel show The Bubble . He hosted

645-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

774-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

903-577: A " worrier ". Mitchell cites Evelyn Waugh among his favourite authors. He appeared on the radio programme Desert Island Discs in 2009. He revealed that he once attended a Shirley Bassey concert and that he owns just two albums: Phil Collins ' ... But Seriously and Susan Boyle 's I Dreamed a Dream . Mitchell, who has Scottish ancestry, was one of 200 public figures who signed an open letter to The Guardian in August 2014 expressing their hope that Scotland would vote to remain part of

1032-422: A 10-week run until 3 December 2022. Mitchell has become a regular participant on many panel shows, leading The Independent ' s James Rampton to christen him "if not king, then certainly prince regent of the panel games." Mitchell is a team captain on the BBC panel show Would I Lie To You? , opposite Lee Mack . The show has run since 2007. Since 2007, he has hosted 30 series of The Unbelievable Truth ,

1161-547: A 2009 episode of Who Do You Think You Are? and discover his connection to the Gaelic scholars John Forbes and Alexander Robert Forbes. In 1977, when Mitchell was two years old, his parents left their jobs to give lectures on hotel management as this gave them more time with him. He has a brother named Daniel, who is seven years younger. Mitchell's family moved to Oxford , where his parents became lecturers at Oxford Polytechnic (now Oxford Brookes University ). He attended

1290-562: A Sony Silver Award. Their first film, Magicians , was released on 18 May 2007. It was directed by Andrew O'Connor and written by Jesse Armstrong and Sam Bain. Mitchell played the role of a magician named Harry. Later in 2007, the pair recorded a pilot BBC Radio 2 sitcom entitled Daydream Believers , in which Mitchell played Ray, a science-fiction writer. The show was previously a one-off television pilot from Channel 4's Comedy Lab , and also starred Mitchell and Webb. Mitchell and Webb's first comedy book, This Mitchell and Webb Book ,

1419-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

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1548-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

1677-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

1806-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

1935-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

2064-518: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

2193-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

2322-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

2451-482: A chance of being the best". Mitchell often took part in plays "largely because [he] got to play cards backstage". His roles mainly consisted of small minute-long parts until he won the role of Rabbit in an adaptation of Winnie-the-Pooh . This was the first time that he was "consciously aware [he] was doing a performance" and that this "was better, even, than playing cards". He had been "obsessed" with comedy writing since his school days as he "always felt that doing

2580-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

2709-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

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2838-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

2967-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with

3096-405: A joke was the cleverest thing" and "would intrinsically prefer a parody of something to the actual thing itself". As part of his gap year, he worked as a "general dogsbody" at Oxford University Press , in their English Language teaching division. He was rejected by Merton College, Oxford , then went to Peterhouse, Cambridge in 1993, where he studied history. There, he began performing with

3225-410: A lot of other people who wanted to be comedians, and realised it was an okay thing to say." From the age of 13, Mitchell was educated at Abingdon School , a public school . Having always been top of the class at primary school and prep school, he realised after moving to Abingdon that there were plenty of people more intelligent than he, so he turned his attention to debating and drama "where [he] had

3354-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

3483-671: A rating of two stars. That Mitchell and Webb Look won them the BAFTA for Best Comedy Programme or Series at the 2007 awards, and they earned a further nomination for it in 2009. It was nominated for two British Comedy Awards in 2006: Britain's Best New TV Comedy and the Highland Spring People's Choice. Their stage tour The Two Faces of Mitchell and Webb was nominated for the British Comedy Award for Best Stage Comedy, and That Mitchell and Webb Sound won

3612-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

3741-701: A robotic duo in the Doctor Who episode " Dinosaurs on a Spaceship " in 2012. In 2007 the duo fronted the UK version of Apple Inc. 's " Get a Mac " adverts, with Mitchell playing PC. The adverts received much criticism. Writing in The Guardian , Charlie Brooker claimed that the use of Mitchell and Webb in the adverts was a curious choice. He compared the characters of PC and Mac in the adverts to those of Mark and Jeremy in Peep Show , stating that "when you see

3870-523: A team captain on Would I Lie to You? , the host of The Unbelievable Truth on BBC Radio 4 and the former host of The Bubble and Was It Something I Said? , as well as guesting on other panel shows including QI , The Big Fat Quiz of the Year , Mock the Week , 8 Out of 10 Cats Does Countdown and Have I Got News for You . He was also a co-host of the comedy news show 10 O'Clock Live . As

3999-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

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4128-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

4257-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

4386-418: A way you could never write into a sitcom or a sketch show and thereby justifies its place on screen. I think it is a great form of entertainment and we shouldn't lose sight of that. The Radio Times named him "The Best Comedy Panel Show Guest" in the world, stating that "he's incredibly, disgustingly witty" and "even starting to make Paul Merton look slow on the uptake". Following his BAFTA win, Mitchell

4515-520: A writer, he contributes opinion pieces to British newspapers The Observer and The Guardian . David James Stuart Mitchell was born in Salisbury on 14 July 1974, the son of hotel managers Kathryn Grey (née Hughes) and Ian Douglas Mitchell. As his mother is Welsh, hailing from Swansea , and his father was born to a family that was originally Scottish, he considers himself British rather than specifically English. He would explore his ancestry in

4644-729: Is Alec Guinness , and he lists Spike Milligan , Peter Sellers and Peter Cook as his comedy idols. Additionally, following the death of British actor Richard Briers in February 2013, Mitchell revealed that whenever he has acted he "always hoped to be something like him". Mitchell has also identified Morecambe and Wise , Monty Python and The Two Ronnies as highly influential on his career. Mitchell has often joked about his personal life in interviews. In 2005, he stated, "I've been in so many situations when I've just said nothing to someone I've fancied." He later added, "I'm sort of all right on my own. I don't want it to be forever, but

4773-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

4902-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

5031-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

5160-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

5289-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

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5418-477: Is evil – which I don't. It's not like we're helping to flog a baby-killing machine." In 2005, the duo were placed ninth on a list of the United Kingdom's best television talent, and were named twelfth in a Radio Times list of the most powerful people in television comedy . As well as his work alongside Webb, Mitchell has appeared on his own in several shows. He played technical expert Owen in

5547-580: Is not an Olympic swimming team or Olympic rowing team. The individual sports join to become Team GB, the Great Britain and Northern Ireland Olympic Team." The Team GB brand was used as part of a licensing and merchandising strategy following the BOA's athletes success at the 2000 Summer Olympics in Sydney , Australia. Bogdanowicz stated that the BOA wanted to "cement the Team GB brand in the minds of

5676-421: Is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached

5805-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

5934-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

6063-600: Is that the Olympic Council of Ireland (OCI), established in 1920, as the 'Irish Olympic Council', but not admitted by the IOC until June 1922, whilst all of Ireland was part of the United Kingdom, claims to represent the whole island of Ireland and not merely the Republic . The OCI and the BOA have an agreement under which Northern Ireland sportspeople may choose to compete for either team. The BOA has rejected calls for

6192-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

6321-577: The BBC Two impressionist sketch show Dead Ringers , and voiced Mitch in the Disney animated series Phineas and Ferb . He also narrated the reality show Beauty and the Geek . Following the success of Channel 4's Alternative Election Night in 2010, which Mitchell hosted with Jimmy Carr , Charlie Brooker and Lauren Laverne , the four presented 10 O'Clock Live , a series of live shows looking at

6450-519: The British Academy Television Award for Best Comedy Performance for his work on Peep Show , after having lost in the same category the year before. He was nominated again in 2010. He won the award "Best Television Comedy Actor" at the 2007 British Comedy Awards , and the pair shared the 2007 Royal Television Society Award for "Comedy Performance". They were also jointly nominated for "Best Television Comedy Actor" at

6579-466: The British Academy Television Award for Best Comedy Performance in 2009 for his performance. Mitchell and Webb have written and starred in several sketch shows including Bruiser , The Mitchell and Webb Situation , That Mitchell and Webb Sound and That Mitchell and Webb Look . They have also starred in the British version of Apple 's " Get a Mac " ad campaign. Their first film, Magicians ,

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6708-582: The Lyric Hammersmith theatre, and in the cloakroom of TFI Friday among other jobs. "We have superficial differences and underlying similarities. We pretty much agree about what we think is funny. But we come across differently. We get on really. And together we're greater than the sum of our parts." Mitchell's first project with Webb was in January 1995, a show about a nuclear apocalypse entitled Innocent Millions Dead or Dying: A Wry Look at

6837-784: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

6966-481: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

7095-484: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

7224-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

7353-518: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

7482-642: The 2006 British Comedy Awards. Peep Show itself has also won the BAFTA for "Best situation comedy" in 2008, and the British Comedy Award for "Best TV comedy" in 2006, and retained it the following year. It also won "Best TV Comedy" at the South Bank Show Awards , and claimed a Golden Rose in 2004. After the success of Peep Show , Mitchell and Webb returned to sketch comedy with their BBC Radio 4 sketch show That Mitchell and Webb Sound , which ran for five series. The show

7611-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

7740-834: The Bafta Now". Mitchell made his stage debut in Ben Elton 's The Upstart Crow which premiered in London in February 2020 at the Gielgud Theatre . He played the part of William Shakespeare as in the television series Upstart Crow which inspired the play. The play was forced to close in mid-March 2020 due to the COVID-19 pandemic . However, it re-opened in September 2022 at the Apollo Theatre , and played for

7869-482: The British public". The team is officially known as the Great Britain and Northern Ireland Olympic Team. In June 2009, Northern Ireland's Democratic Unionist Sports Minister Gregory Campbell suggested that the name should be changed as the abbreviated form was not inclusive enough as it "excludes, and indeed alienates, the people of Northern Ireland". Campbell's successor, Nelson McCausland , also suggested that an alternative name be found. A significant complication

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7998-560: The Cambridge Footlights , of which he became president for the 1995–1996 academic year. In his first year at university, he met Robert Webb during rehearsals for a Footlights production of Cinderella in 1993, and the two men soon established a comedy partnership . According to Mitchell, these factors had a detrimental effect on his academic performance at university and he attained a 2:2 in his final exams. Before his break into comedy, Mitchell worked as an usher at

8127-479: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

8256-471: The Olympic squad has helped win more medals "are either morons or they think our athletes are". Scottish columnist Gerry Hassan commented that "Team GB represents something which is a fiction and an illusion which doesn't correspond with any political form". A celebratory parade took place on 10 September 2012, commemorating the Olympic and Paralympic Games. Brand name The practice of branding—in

8385-687: The Post-Apocalyptic Age . Webb later described it as being "fucking terrible". After leaving university he and Webb began performing a number of two-man shows at the Edinburgh Fringe . As a result of their performances at the Edinburgh Fringe, the duo were given the chance to write for Alexander Armstrong and Ben Miller and for series two of Big Train . After minor work on The Jack Docherty Show and Comedy Nation , their first break into television acting

8514-673: The Radio 4 sitcom Think the Unthinkable in 2001. He played the surgeon Dr Toby Stephens in the BBC One sitcom Doctors and Nurses . In 2005 he played Kate's hapless secretary Tim in the BBC's updating of The Taming of The Shrew in its ShakespeaRe-Told series. Mitchell appeared as various roles on the Channel 4 sketch programme Blunder . The show was not well received, with the British Sitcom Guide naming it as

8643-423: The Year in 2005, 2007, 2009, 2011, 2014, 2015, 2016, 2017, 2018 and 2020. In a 2007 interview with Digital Spy, Mitchell stated that he enjoyed panel shows, as they are "a game worth playing". He then further explained his appreciation of the panel format by challenging criticism from Fast Show co-creator Charlie Higson , who stated in September 2013 that panel comedies were overtaking television programming at

8772-404: The ads, you think, 'PCs are a bit rubbish yet ultimately lovable, whereas Macs are just smug, preening tossers.'" The British Sitcom Guide also criticised the pair for "selling their souls". One journalist called the adverts "worse than not funny", and accused Mitchell and Webb of "an act of grave betrayal" for taking corporate work. In an interview with The Telegraph , Robert Webb responded to

8901-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

9030-474: The auspices of the Olympic Federation of Ireland instead. The British Olympic Association's director of marketing, Marzena Bogdanowicz, felt that the official and abbreviated names of the Great Britain and Northern Ireland Olympic team were a mouthful. She first thought of the 'Team GB' concept in 1996 or 1997, and said: "I went to the games in 1996 and the logo at the time was just the lion and

9159-524: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

9288-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

9417-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

9546-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

9675-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

9804-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

9933-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

10062-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

10191-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

10320-402: The construction of Stonehenge to ask them "why they were bothering". Mitchell is a cricket and snooker fan, and also enjoys playing tennis and squash . He is an agnostic . Mitchell takes an hour-long walk every day to alleviate a bad back, and has lost weight as a result but admits that he "probably [has] quite a bad diet" and "probably drinks too much". He describes himself as

10449-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

10578-433: The duo's critics, stating that "when someone asks, 'Do you want to do some funny ads for not many days in the year and be paid more than you would be for an entire series of Peep Show ?' the answer, obviously, is, 'Yeah, that's fine.'" In the same interview, Mitchell also said: "I don't see what is morally inconsistent with a comedian doing an advert. It's all right to sell computers, isn't it? Unless you think that capitalism

10707-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

10836-517: The expense of sketch shows and sitcoms: There was a quote from Catherine Zeta-Jones about playing golf with her husband Michael Douglas . We essentially all started to imagine the scene of the two of them playing golf and that was very enjoyable and turned into a really fun bit of TV. It is moments like that which, for me, justify the existence of panel shows because no-one would ever have written those words. It purely came out of that combination of people which proves panel shows can produce funny TV in

10965-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

11094-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

11223-486: The first series of which was broadcast in 2016 as part of the celebrations of the 400th anniversary of the playwright's death. In September 2023, Mitchell published Unruly: A History of England's Kings and Queens , a non-fiction book about the history of the English monarchy up until Queen Elizabeth I . The book was praised by critics; The Daily Telegraph rated Unruly 4/5 stars; In October 2023, Mitchell went on

11352-501: The four nations compete separately, and fears a GB football team would threaten their separate national football teams. Some Welsh footballers, playing for a GB Olympic football team, did not sing " God Save the Queen ", the national anthem used, in 2012, facing some criticism, however the team's manager stated it was a personal decision. The Team GB branding has been credited with creating a 'team feel', and direct comparisons were made of

11481-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

11610-621: The fundamental thing is I'm all right alone." For many years, he lived in Kilburn, London as the flatmate of novelist Robert Hudson . In 2006, he was the best man at his comedy partner Robert Webb's wedding. Mitchell met broadcaster Victoria Coren at Jonathan Ross ' 2007 Halloween party and was "completely smitten". She decided to pursue someone else at the time and he later admitted to pining for her, but they had begun dating by December 2010. They were married on 17 November 2012, with Robert Webb as his best man. Their first daughter

11739-405: The independent preparatory New College School . In a 2006 interview with The Independent , he recalled his childhood dreams: "When I was at school I either wanted to be a comedian-stroke-actor or prime minister . But I didn't admit that to other people, I said I wanted to be a barrister and that made my parents very happy. I didn't admit I wanted to be a comedian until I came to university, met

11868-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

11997-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

12126-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

12255-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

12384-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

12513-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

12642-569: The modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there

12771-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

12900-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

13029-564: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

13158-642: The name to be changed to Team UK, arguing that neither Team GB nor Team UK are entirely accurate, given that neither term covers all the members of its association, and that Team GB is an "effective trading name that fitted best with the Olympic identification of GBR ". The existence of a Team GB has been criticised by Welsh and Scottish nationalists , advocating for separate Welsh and Scottish olympic teams instead. Criticism of specific sport teams representing Great Britain instead of their home nations have also been voiced, especially in association football where

13287-421: The original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw

13416-456: The performance at the 1996 Olympic Games in which the BOA's representatives won one gold medal, and the 2000 games where Great Britain and Northern Ireland performed under the Team GB name and returned with eleven gold medals. Comedian and columnist David Mitchell described the BOA's decision to create a nickname and rebrand their representative team as "capitalism's final victory" and "pathetic", going on to say that anyone who thought rebranding

13545-657: The practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

13674-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

13803-518: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

13932-504: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. David Mitchell (comedian) David James Stuart Mitchell (born 14 July 1974) is a British comedian, actor and writer. Mitchell rose to prominence alongside Robert Webb as part of the comedy duo Mitchell and Webb . The duo starred in the Channel 4 sitcom Peep Show , in which Mitchell plays Mark Corrigan . He won

14061-557: The rings, but we weren't strong enough as a brand to just be a lion and the rings. So coming back I wanted to find something that was less of a mouthful, and also had that team feel. We looked at the options and came up with Team GB". The name was trademarked in September 1999 at the United Kingdom Intellectual Property Office (UK IPO). The BOA state that there "is only one Olympic team from Great Britain and Northern Ireland: Team GB. There

14190-510: The second week of Channel 4's FAQ U , and appeared as himself in an episode of Rob Brydon's Annually Retentive , a panel show parody. He also appeared as one of the participants on the Channel 4 show TV Heaven, Telly Hell , and has appeared on several episodes of Question Time . Other appearances include QI , Have I Got News for You , Mock the Week , Just a Minute , Armando Iannucci's Charm Offensive and 8 Out of 10 Cats , as well as appearances on The Big Fat Quiz of

14319-669: The series could be a sign that new comedy will increasingly become available online, rather than on television. The series has been released on DVD. He provided the voiceover for a £1 million government advert for FRANK , warning of the dangers of cocaine, as " Pablo the Drug Mule Dog "; and also for the Driving Standards Agency 's "The Highway Code". He writes columns for The Observer and The Guardian . He also took part in Channel 4's Comedy Gala ,

14448-461: The series, stating that: "As Mark Corrigan, David reached out to all those middle-aged men in a twentysomething's body, who believe drugs are boring and systems are necessary if society is to function at all." Mitchell has stated that he empathises with Mark and enjoys playing him and that he "agrees with many of [Mark's] opinions". Peep Show aired for nine series, which makes it the longest-running sitcom in Channel 4 history. In 2009, Mitchell won

14577-403: The show cancelled after series three) the show was received to wide critical acclaim. The British Sitcom Guide called it "without a doubt one of the best sitcoms of the decade". Ricky Gervais has been cited as saying: "The last thing I got genuinely excited about on British TV was Peep Show , which I thought was the best sitcom since Father Ted . " The BBC hailed Mitchell's performance in

14706-550: The symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In

14835-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

14964-406: The vastly overrated Little Britain " and "perhaps the greatest forgotten sketch show of modern times". Eureka! TV , which released The Mitchell and Webb Situation on DVD in 2005, said that the show "gushes forth an hilarious stream of surreal and quirkily inventive sketches," as well as calling it a "cult success". In the interview with Wessex Scene , Mitchell stated that he was "more proud of

15093-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

15222-562: The way it turned out than annoyed that it was only aired on a small channel". Mitchell and Webb's next project came in 2003, with starring roles in the Channel 4 sitcom Peep Show , as flatmates Mark Corrigan and Jeremy Usbourne respectively. The show originated from writers Jesse Armstrong and Sam Bain 's failed attempt to complete a team-written sitcom for the BBC; they had an old script that they wanted to revive and Mitchell and Webb helped out, with it eventually evolving into Peep Show . Despite low viewing figures (which almost got

15351-467: The week's affairs. Mitchell has a solo segment entitled Listen to Mitchell . The show ran for three series. Mitchell has presented four series of the online video show David Mitchell's Soapbox , a series of short monologues co-written with John Finnemore for ChannelFlip . In these monologues Mitchell has criticised a variety of subjects, including the BBC show Doctor Who and 3D television . Matt Warman of The Daily Telegraph suggested that

15480-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

15609-573: The worst thing that Mitchell did in all of 2006 in their "British Sitcom Awards" of that year. He portrayed the recurring character of Dr. James Vine in the BBC sitcom Jam and Jerusalem . Mitchell had a small part in the film I Could Never Be Your Woman , playing an English writer, also named David. While in Los Angeles to record the part he decided that he did not like the area much, and preferred filming in Britain. He wrote series five of

15738-433: Was adapted for television and became That Mitchell and Webb Look . Producer Gareth Edwards described it as "the shortest pitch [he had] ever written". The show ran for four series. Towards the end of 2006 the pair made their first tour, with a show called The Two Faces of Mitchell and Webb . The tour was criticised as just "a succession of largely unrelated scenes" by The Guardian ' s Brian Logan, who gave it

15867-717: Was born in May 2015. On 1 November 2023, they announced the birth of their second daughter. They currently live in Belsize Park , North London . Mitchell remains interested in world history and said in a 2006 interview with The Observer , "I can see myself in a few years' time joining the National Trust and going round the odd castle. I think I might find that restful as the anger of middle age sets in." In his 2007 interview on Parkinson , he said that if he could go back in time to do one thing, he would choose to attend

15996-462: Was in 2000, on the short-lived BBC sketch show Bruiser , which they primarily wrote, and starred in. The show also featured future Academy Award and BAFTA winner Olivia Colman , who would become a regular cast member of Mitchell and Webb projects, and Martin Freeman , later of The Office fame. Other cast members included Matthew Holness and Charlotte Hudson . Additional material for the show

16125-462: Was provided by various people, including Ricky Gervais and James Bachman . In 2001 the two men were commissioned for a sketch show of their own, entitled The Mitchell and Webb Situation , which ran for six episodes on the now-defunct channel Play UK . The show was reasonably well received. Wessex Scene ' s Darren Richman said: "What the series lacked in budget, it made up for in magnificent material," and went on to call it "far superior to

16254-432: Was published in 2009. A second book was planned for 2010. They also wrote and filmed Playing Shop , a comedy television pilot for BBC2 about two men who operate a business out of their shed. Although the BBC commissioners were happy with it, Mitchell and Webb scrapped it themselves, as they felt it was too similar to Peep Show . A new pilot had been commissioned, but the plan was later shelved. Mitchell and Webb voiced

16383-545: Was ranked at No. 53 in the 2009 MediaGuardian 100, an annual ranking of media people in The Guardian . In reference to his ubiquitous presence in broadcast and print media, The Guardian ' s writer called him "the go-to funnyman of the moment". In their entry for Peep Show on their list of "The top 50 TV shows of the Noughties", The Times labelled Mitchell "a national institution". Mitchell's favourite actor

16512-415: Was released in 2007. They starred in the short-lived TV series Ambassadors in 2013, and in the Channel 4 comedy-drama Back from 2017 to 2021. Mitchell starred as Owen in radio sitcom Think the Unthinkable and in the Ben Elton -written BBC Two historical comedy Upstart Crow , playing William Shakespeare in the latter since 2016. He is a frequent participant on British panel shows , being

16641-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

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