IN 10 YEARS OUR BUSINESS WILL BE BIGGER, THE PRODUCTS WILL HAVE EVOLVES AND IT WILL BE PROFITABLE: Global brand director John Edwards reveals his predictions for the future of Land Rover to Richard Bremner

摘要

Branding: it's come a long way from the days when a red-hot iron rod applied to the rump of a startled bullock scarred it with a symbol of ownership. These days branding is about messaging, packaging, flavouring, styling and the presentation of products that mirror who we are and the dreams of what we'd like to be. As global brand director, it's John Edwards' job to define those very things for Land Rover, an automotive marque with one of the strongest images out there, and one that's unusual in possessing a menu of flavours almost as distinctive as a Defender's silhouette.