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FROMTHEEDITOR
THE GOOD,
THE BAD,
AND THE OTHER
In a market that is often described
as ‘flat’, how can we stand out
from the crowd in a way that
makes our own brand looks
good, without making anyone
else look bad, and ensuring
we are fair and factual to our
customers and their customers?
» » HAVING WORKED IN BOTH JOURNALISM
and marketing, I’ve realised at many points over the years
that there’s a fine line between getting across how good
a product or service is, yet without coming across as
arrogant, or worse, being seen to be criticising another
company (or more than one).
It’s terribly ‘British’ to downplay our own achievements
and not want to gloat too much how good we might be, but
is that the best advertising strategy? Probably not. Likewise,
for those who really have no problem shouting from the
rooftops that they are best at X, Y or Z, and they aren’t, who
is really going to appreciate the person that calls them out
for it? Thirdly, how can we promote our products and sell
our services to show them in the best – and most honest
– light without causing offence to a peer. If a company says
its product is the best value, for instance, are they insulting
those at a higher price point? If a business ‘boasts’ it is
cheaper than anywhere else (by a long shot), is there a
tendency to think there must be something wrong?
There is no magic answer. From a consumer point of
view, there are different things we consider when buying a
door, window, roof, whatever. In the past, it was easy (and
sometimes lazy) to think that price was the only thing
to take into consideration. Of course, the truth is a lot
more complex. And now, whether I’m buying a coffee or a
conservatory, I do want to know where the raw materials
came from, how the company treats its staff, what is the
brand’s view on certain social and environmental issues,
etc.
From the people that I’ve discussed the matter with
recently, there seems to be an ethos that if we stick to the
facts and concentrate on what we do well, it’ll all come out
okay in the end. Playing the ‘long game’ may be frustrating,
but as my mum always said ‘some might steal the glory, but
we know the truth’, and I’d love to know your words of
wisdom too…
Gemma, Editor
4 » JUL 2019 » CL EARVI E W- U K . C O M
LETTER TO THE EDITOR
Air pollution is a global problem which
affects almost everyone in the UK.
And, while obviously some areas are
worse than others, the idea that it’s
only heavily industrialised areas which
suffer is far from true. Air pollution
affects everyone’s health, prospects
and the fabric of our homes. We might
like to think that when we get home
and shut the door (and windows)
we are safe, but air pollution gets
inside buildings too - homes, schools,
hospitals – and we can’t shut it out.
» » POLLUTION COMES
from many sources. As well as
the obvious traffic fumes from
burning fossil fuels there are
many other causes of serious
levels of pollution in rural and
coastal areas too.
We’ve all seen examples of
poorly designed and poorly
protected hardware pitting,
peeling, discolouring or
flaking, aggravated or triggered
by corrosive particles in the
air.
Even seemingly ‘clean’ salt
and moisture-laden air corrodes
hardware. Anybody who lives
near the coast is aware of the
damaging effect salty, moist
air has on fixtures and fittings.
And that’s most of us. Nearly
two thirds of us live within 10
miles of the coast, and over
90% live within 30 miles of the
sea. [source Eurostat]
We’d all like air quality
to improve – overnight if
possible. But realistically,
that won’t happen. So, in the
meantime, VBH has designed
and produced greenteQ
hardware for the real world.
The Coastline range is designed
to cope with the worst sea air
can do, and it works equally
well near the most polluted city
streets and high traffic areas.
It’s made from hard-wearing,
corrosion-resistant austenitic
grade 304 stainless-steel, which
comfortably withstands the
worst conditions. Normal
hardware does well to pass
‘designed to help
installers reassure
homeowners’
240 hours and the best
struggles to last in 480 hours
salt spray testing, but VBH’s
Coastline range is unaffected
after more than 1,000 hours
salt spray testing to BS EN
ISO 9227. It suits doors of all
styles and materials, including
composite, PVC-U, timber and
aluminium and comes with an
impressive 25-year corrosion
guarantee that’s designed
to help installers reassure
homeowners who need their
hardware to look and feel good
for decades to come.
Yours sincerely
Simon Monks
Managing Director, VBH (GB)