Ed Cotton: Why Brands Need Places Of Origin
Stressing physical space in a digital world, Bombay Sapphire will soon have a Home of the Imagination to give it somewhere to 'be from.'
The digital world gives us the opportunity to imagine new worlds for brands and to create virtual spaces that brand audiences can navigate and explore. They can be updated, changed and modified to suit the times and most important they can be accessed by everyone from anywhere.
Given the power and opportunity of digital, it therefore seems strange that Bacardi’s Bombay Sapphire would need to go beyond this. Bombay is a brand that was launched in the mid-1980s and was in the Diageo family until Bacardi acquired it together with Dewar’s in 1998 for $2 billion.