Branding - benefits of it

What is Happening with Own Brands

What is happening with own Brands?

What is happening with own Brands? If you have your own brand you’d be smart to understand what everyone else is up to. With supermarkets and alike reducing the number of brands on their shelves in favour of their own brands, consumer choice is becoming limited. This is most likely an experience we all share, but are you aware just how far own branding is going? It’s not just the likes of Tesco’s own brands such as; Tesco Value, Tesco’s Own and Tesco Signature. There’s so much more happening behind the scenes when it comes to branding.

As a brand owner, here’s a few snippets you may find interesting:

The Retailers & Branding

Supermarkets also have their own unique set of brands. These are no doubt based on top selling products from their sales analysis. For example, take a look at Boots own No 7 range and its own branding

Amazon’s at it too and on a much larger scale. All that hard work resellers have put in to finding unique products to sell through Amazon’s platform may well result in Amazon creating their own brand and acquiring a chunk of those resellers sales. Brands you may already be familiar with are: Amazon Basics and Amazon Essentials. However, they’ve cast their net much wider with other brands including: Presto (health & household), Kid Nation (Kids clothing), Mama Bear (Baby range). If you want to see the whole list ‘recode’ have done a great summary, check it out here.

holland & barret

Holland & Barrett

Holland & Barrett have been reducing Brands on shelf in favour of their own brand for years. A significant number of products on shelf are now branded Holland & Barrett. Sadly, this limits ‘quality’ available in store as it does with supermarkets.

The Distributors

Distributors are on it too and are beginning to sell a portfolio of own brands. For a plethora of reasons. Here’s our top three:

  1. Through frustration of dealing with a brand who continuously has issues with supply, otherwise they probably wouldn’t have even considered it!
  2. Able to sell their own product and make greater margin…which is always very incentivising.
  3. Brands streamlining their supply process too much resulting in lack of staff and therefore only concentrating on large accounts, which not every distributer has access to.

Brand owners

So, what’s next for brands? Brands have started setting up their own websites and selling other brands as well. This means there’s no ‘ceiling’ on the amount of products a brand can sell, or revenue a brand can make by restricting itself to its own lines. We are seeing this happen much more often.

The Power of Branding

The Power of Branding – What is happening with own Brands?

Have your own brand, thinking of selling on or directly to Amazon? Here’s some food for thought:

Should I sell my brand direct to Amazon?

No is the quick answer. You can often loose complete control over your brand. If Amazon buys your brand and they don’t sell it, they may slash prices (even at a loss) to sell it through. This can rapidly ‘mature’ your brand and extremely quickly, resulting in you needing to start brand building all over again.

Should I sell on Amazon under my actual brand name or a ‘ghost brand’ name?
Logo of Amazon

Is selling direct to amazon a good idea?

This is a great question and one we get asked often. It really depends on your brand positioning. High end brands can use Amazon to gain access to their millions of active customers and it often drives traffic to their own brand website where they reap the rewards of greater margins then on Amazon. However, just as many high end brands do not want their products appearing on Amazon at all and this needs to be managed. Lower to mid end brands often sell on Amazon and usually under a ‘ghost brand’, so they don’t dilute their own brand’s identity, which they will have spent some considerable time and money building.

Mostly we’ve found, brands prefer not to be involved when it comes to their brands being sold on Amazon. This is a mistake, although you can’t leverage complete control in many cases (depending on how your distribution is set up), it is better to know what is happening with your branding than stick your head in the sand.

Need to talk to someone about Branding Strategy? Give us a call or drop us an email.

HTTPS Warning Site Not Secure

HTTPS This Connection is Untrusted – Get me out of here!

HTTP websites are considered untrusted

HTTP websites are considered untrusted

HTTPS This Connection is Untrusted – Get me out of here! Have you seen this message before, worst still is your website displaying this message when visitors try to visit it? From a Brand reputation point of view this is extremely damaging. Not only that, your bounce rate will be through-the-roof, and it needs addressing as soon as possible. The good news is it’s easy to fix.


The difference between HTTP and HTTPS

This issue arises because the website you’re visiting (or your own website) is HTTP and not secure. The additional ‘S’ on HTTP stands for ‘secure’. You need to buy an SSL certificate and have your webmaster install it correctly. It shouldn’t take long for them to install it and an SSL is approximately £50 – £90.


Example for a HTTPS secured website is a good example for a HTTPS secured website


How HTTPS effects your Search Engine Ranking Position (SERP)

Currently other websites will be deemed more secure and this is therefore reflected positively in SERPs over websites that are not deemed secure. Better SERP means greater organic visits and almost always a higher goal conversion rate.

But there’s more…from July 2018 Google and other search engines will punish you in the search results if you’re website is not secure. Until this time we can only speculate how harsh any punishment will be, but I would expect it would mean you may drop off the search results completely.


The World Wide Web is vast and often unsecure. Sadly, data breaches are becoming far too regular. With the likes of even Yahoo!, Facebook and Twitter falling foul. The European General Data Protection Regulation (GDPR) embraces ‘Security by Design’ and having the HTTPS padlock is one more step towards being GDPR compliant.

HTTPS Summary

Ultimately your website needs to be HTTPS. If you are visiting someone else’s website and it is showing as not secure, then you really should ‘get out of there’! Whatever you do, you shouldn’t click on ‘understand the risks’ and never don’t hand over any data on an unsecure website.

Are You Google Fit For Business?

Are You Google Fit For Business?

Are You Google Fit For Business? I am sure everyone reading this article who is responsible for their website and where it appears in Search Engine’s has asked themselves this very question. How do you know you have set up everything correctly for Google?Can Google to crawl your website and rank it favourably?

Relton Associates has devised the ‘Are You Google Fit For Business?’ report that assesses Google’s Top 50 Key Ranking criteria. Letting you know whether you are Google Fit For Business. Every report is supported with a phone call  or face-to-face meeting. We take you through the report and explain what you need to do to become ‘Google Fit For Business’.

The report is easy to understand and uses a traffic light system on what needs addressing first. It is also delivered in a list format of tasks that need to be addressed. Naturally the report can be shared with your whole team, each member given the task to implement which they’re responsible for. Making your website search engine ready.

We have focused on Google as a search engine simply because in the UK it accounts for 85% of the total market share according to Statista. These stats are similar for the US as well. If you are interested in the UK search stats here they are: Bing takes 2nd place with 11%, Yahoo! 3rd spot with 3% followed by MSN (0.5%) and DuckDuckGo (0.3%). The other search engines algorithms work in similar ways, so if you are Fit For Google, you’ll highly be fit for the others (even with the Russian search engine Yandex).

Google’s Top 50 Key Search Criteria

Your report is broken down in to certain key areas Google focuses on and we have listed some of them below. The aim of the report is to inform you of where you need to carry out work to compete on search engines.

The good news for you is, out of the many reports we’ve done so far, there’s always room for improvement. This means your competitors are highly likely to be in the same situation.

By addressing the points raised from the Are You Google Fit For Business report, you will give yourself the advantage over your competitors. Here are 4 of the key areas we check, there are plenty more we check but we just wanted to give you a taste…


Warning message for non secure (HTTP) sites

Google Chrome will punish non-secure sites with warning messages after July 2018

  1. HTTPS versus HTTP – Is your site secure?

Online security is becoming extremely important and your website needs to be HTTPS. The additional ‘S’ on HTTP stands for Secure and is just one of the tests we carry out. Currently web browsers like Google Chrome reward sites for being secure in the Search Engine Ranking Positions (SERPs). This is going to become even more important come July 2018 when Google Chrome will punish non-secure sites with warning messages (see image).


  1. Website Speed

Your website speed is another key search criteria and crucial to your Search Engine Optimisation (SEO) efforts. Poor speed will result in poor SERP. We test your website in the same way Google tests your site: which includes 3G & 4G testing, mobile testing, desktop testing, when your visitors use WiFi and many more scenarios. Interestingly, Google does not use the best tools to test speed, there are better tools then Google’s, so we use those as well.


  1. Google Website Tools

By using Google’s website tools such as Google Analytics you’re sending the correct signals to Google by presenting yourself as a more bona fide company…not to mention the rich data benefits! Even having a Google Adwords account will boost your chances of being seen by Google as a bona fide company; because you upload bank details. Many will tell you this should not affect your SEO, but we have seen the differences having correctly set up all of Google’s tool kit can bring.

Equally important, is setting these tools up so you the business owner, has control. No one ever wants to be held ransom by an agency or face the challenges of claiming ownership through Google. This is an admin nightmare you don’t need. We check all the above is in place and set up in the correct manner.


  1. Content

We check a vast array of your content structure. Most importantly we give you very specific examples of what you need to update. We look at whether things like Page Titles are the correct length, are duplicated (definitely frowned upon by Google), and are again presented in the correct manner.


Are You Google Fit For Business Summary

Without being set up correctly you are in danger of any SEO work you do being a waste of time, money and resources. The Google Fit For Business Report enables you to either address the areas which need addressing. In the very rare event that you are Google Fit For Business the report gives you peace of mind. Either way, once addressed you can go all out with SEO in the knowledge it will have a positive effect on your business’ SERP in search engines. Get your easy to read Google Fit For Business Report now for just £595!

If you would like to watch the Are You Google Fit For Business? interview on Business Connections Live for more information click here.

Head of UK Sales for Google Analytics 360 Richard Morris speaking about Digital Channel Attribution

Google and NMPi’s first ever Big Debate at Kings Cross

Google and NMPi’s first ever Big Debate at Kings Cross

Last Friday was Google and NMPi’s first ever Big Debate held at Google’s new offices in Kings Cross. With Google’s very own Richard Morris, Head of UK Sales for Google Analytics 360 (AKA: GA360), discussing and debating the pros and cons of Digital Channel Attribution with other industry professionals. It was insightful and we’re looking forward to the next one. Here’s some of the highlights…

Google’s newest offices in Kings Cross, London

The new and very innovative Google Offices in Kings Cross image

Inside the Google Offices in Kings Cross. Are they slides or stairs?

It really would be remiss of me not to comment on Google’s offices. Having visited Google’s offices near Tottenham Court Road I was intrigued to see the set up here. I didn’t see as much as I would have liked, but what I did see absolutely impressed me – another very slick operation with excellent conferencing facilities.

The image to the right is of the centre of the building, an impressive sight when you look upwards. Elevators on the side and stairs (or possibly slides as you can never be too sure with Google) rising across centre.


The Digital Topics discussed

The reason we were all there…well most of us anyway. There was a number of topics discussed and a number of speakers offering some valuable and succinct snapshots on how they felt the future of digital would unravel. Nothing ground breaking, but very well presented. Here’s a snapshot of my favourites:

“Is this the death of Digital Marketing?“

Presented by Nicola Hollow; she confesses it is an attention grabbing headline, but not without cause. Of course, digital marketing is not dead, but the days of the digital team working in the attic or basement silo’d off from the rest of the business are soon coming to an end, and rightly so. Digital will have to be integrated in to almost every team within your business to varying degrees.

Nicola also raised the challenge of digital teams needing to be ‘creative’. Often digital teams are made up of data driven logically minded geniuses who’s strengths do not lie in being creative – I have to agree here too. You could argue it’s a level playing field online without creativity. This is why emotive branding is vital to differentiate your brand from competitors.

Head of UK Sales for Google Analytics 360 Richard Morris speaking about Digital Channel Attribution

Discussing the pros and cons of Digital Channel Attribution during the Big Debate

“How to swim when you are drowning in Data”

Presented by Kate Jervis; Kate’s outlook on the power of data was simplistic and mirrored my own feelings about digital in general. Data and digital are constantly changing. So there will never be the perfect time to roll out data processes or campaigns, you will always be something missing from the process. Digital is constantly changing, so don’t let ‘excellent get in the way of good’, you create excellence later, best get started first.

“Failure is, in fact, an option”

Presented by Sarah Ward; another grabbing headline which really resonates with me. Digital is all about testing and measuring. The beauty of digital is you can often test and measure everything and rather easily too. So be prepared to test, test and test again and never treat something that is not an instant success as a failure, it’s just part of the journey to success. Naturally, you can significantly negate failure and focus your testing through bringing in experts, like Relton Associates (again, it would be rather remiss of me not to drop this in).

The cause – Médecins Sans frontières

MSF logo - Doctors Without Borders

Médecins Sans Frontières | Doctors Without Borders

As it happens, a cause very close to my heart. Also known as Doctors Without Borders. The Non-Governmental Organisation (NGO) Les Médecins Sans Frontiers takes medicines and doctors to those who really need it. From war torn territories to natural disaster zones. You will tend to find them in places around the World where no other NGO goes or that country’s government ignores, like: Syria, Iraq, Myanmar (Burma) and alike. To donate (and please do if you can afford to) click here.


So, will I be attending the NMPi Big Debate again? Yes, I found it to be insightful, interesting and innovative in its delivery.

NMPi are specialists in Cost Per Acquisition digital media guaranteeing you a Return On Investment. If you would like to know more about how we work with them then get in touch. We can set you up with an online marketing campaign that really adds to your bottom line. Get in touch


3D technology without glasses

3D Screen Technology without Glasses

3D Screen Technology without Glasses – Give yourself the Advantage

Imagine you’re at the World Trade show for your industry and trying to stand out from the crowd. How do you differentiate from all the other stands? How do you grab attention? How do you project your brand as Cutting Edge above your competitors? What do you have the other brands don’t have? We can provide the answer… 3D Screen Technology without Glasses.

Now your audience cannot pass without noticing your brand. It is quite literally ‘eye-catching’.

Imagine an action shot here in 3D

Imagine an action shot here in 3D – Give yourself the Advantage

About the 3D product of the future

Relton Associates has access to some very new technology that would suit Stand-out High End brands. We have the ability to show film in 3D, without the need for 3D glasses. The technology is in the Screens (mobile phones to big/multiple screens for concerts & shows), the Software that supports it and knowledge & expertise on how to use this technology to produce film. But it doesn’t end there, we have access to drones strong enough to pull a water skier through the waves, to silent running motorbikes to film the perfect smooth moving super car gliding round the mountain passes in 3D.

Where do we see this 3D Screen Technology?
Imagine being given a Coca-Cola in 3D

Imagine being given a Coca-Cola in 3D

We know this technology is sought after in the luxury car market, especially for World shows such as The Geneva International Motor Show or The Salon Privé Supercar Show.

There are other potential markets like; Concerts and Events, Corporate World Sports Events, Military hardware events/shows and Premium Marketing Agencies looking to acquire an advantage for their clients. All seeking to make a real impression on their desired Target Audience.

Relton Associates can give your brand this advantage. We will deliver from start to finish 3D technology and production without the need for glasses. Delivering storyboarding, scripting, shooting, editing, final cut, monitors & video walls, full installation with complete back up support to anywhere in the World.

However, each bespoke delivery is exactly that, completely bespoke. For example; you may wish your own producer/team to deliver the story boarding, script and to manage the production and just use the glasses free 3D technology with its professional team in support. We can make this happen and deliver the elements of expertise that you need. Allowing you to plug-in just what you require, complementing your team’s set up.

Amplify your brand image with Cutting Edge Technology

Gesturing to control 3D screen

Bespoke also means branded hardware in your desired livery, touch screen or even being able to influence what is shown on screen through ‘gesturing’. This amplifies and re-enforces your brands cutting edge up-to-date technological outlook. Adding even further value to the proposition of glasses free 3D technology in your hands.

Based in the Home Counties and London, delivering Globally. If you are looking for your Brand or a client’s brand to stand out from the crowd and make a truly eye-catching impression then get in touch immediately. Exclusivity is an option, subject to availability.

Relton Asscociates delivers Brand Awesomeness – Give yourself the Advantage.

Get in touch now, complete our contact form or call us on +44 (0)20 3745 2505.

Update  – The Evidence is Clear – 30% more Sales due to 3D tech

3D glasses free technology in action

3D glasses free technology in action

…And in addition to the above blog here’s an update. We now have some

conclusive evidence confirming 3D glasses free technology is making a significant impact. In Solna Business Park, Stockholm featured a wooden Chiquita branded stand selling bananas with a 3D Glasses Free auto-stereo screen.

After 6 months Chiquita reported an impressive increase in sales of 30%. This evidence supports the University of Tilberg’s research, partnered with Red Bull  who tested 3 scenarios in stores; no screen, a 2D screen and a Glasses Free 3D screen.

The research data confirmed customers on average looked at the 3D screen 3 seconds longer then the 2D screen, translating to 45% increase in attention and a 75% increase compared to no screen at all.

The real breakthrough for Red Bull was an increase in sales in petrol stations by another impressive 8.5%

3D technology without glasses

Imagine the future – 3D world seen with your own eyes