This book breaks new ground.
 
It’s written by Brandland, the network for people working in and around branding, in and around Norwich.
 
For the first time, we’ve mapped the size and value of the branding industries in the Norwich region – something no city has ever done before.
 
And it turns out that the branding industry is the driving force in our whole creative economy.
 
We start with the backstory – Norwich’s long history of pioneering work in branding. Then our research partners BOP Consulting set out the results of our study. They show that something is indeed happening. The branding industries – including advertising and PR – provide a third of Norfolk’s creative economy, much more than in other cities. Over 3,000 people work in branding in the Norwich region. And jobs are growing fast – 36% between 2018 and 2023. We follow with a response from Brandland – a five-point manifesto to accelerate this remarkable phenomenon. We then step inside Norwich’s branding industries with one the region’s leading Norwich creative agencies. And finally, in a very different mode, we have a reflective afterword from a creative who chose to move here from New York. We hope this book captures the Brandland phenomenon. But it’s just the beginning. What we have is an early-stage economic cluster. And this has happened by chance: just think what could happen if we grow the cluster strategically. A full-scale cluster can create massive economic benefits. Not just a source of jobs in branding, but a magnifier of all the other businesses in the region – particularly food, clean energy, tech and financial services. Branding can be the engine of good growth.
 
Robert Jones,
Founder of Brandland,
Professor of Brand Leadership, UEA.