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July 20, 2017
A piece of marketing genius, if ever there was one, was the advertising campaign by Stella Artois in the eighties promoting its lager as “Reassuringly Expensive”.
The Belgian brewer’s problem was that, because its pints were considerably stronger than the average, the Duty charged on them was quite a lot higher, too — making them pricey.
It had to get around this and, after hiring some clever ad execs, the slogan was born.
Now I know most people in the bridging industry are tee-totallers so all this talk of lager will be lost on them.
I’m really only harping on about it anyway because we played off the slogan ourselves last week in a press release.
The release was about a £650k bridging loan for the purchase of a vacant car park in East London with just 25% building coverage that was income generative only post-purchase.
Yep, that’s quite a mouthful and not exactly an everyday bridge, which is why we headed the release "Reassuringly Non-standard.”
But then non-standard, for us, is our strength. It's what we like to think we are reassuringly good at, and we want to shout about it.
And the best news of all is that, unlike Stella, we're not even more expensive. If anything, our risk-based pricing model makes us cheaper.
Non-standard and competitively priced loans. Now that's something we can all drink to.
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