As keen as

You’ve almost certainly heard the gloomy news: Colman’s Mustard is leaving Norwich.

After 160 years, the Unilever-owned condiment maker is heading off to Burton upon Trent .

And it’s a seriously sad day.

So sad in fact, that some Norwich natives simply can’t allow mustard making to disappear from the city and a crowd funding campaign has been set up by local entrepreneur, Robert Ashton to create a new mustard brand produced in Norwich – called, well.. Norwich Mustard.

Obviously it’s disappointing all round, with jobs lost, and an iconic part of our city being taken away, but at the same time, the uproar that’s taken place, and the efforts to resolve the situation actually provide some really useful lessons for all of us involved in branding and marketing.

You see, what Colman’s has done over the last couple of centuries is developed a seriously strong affinity with a group of people.

So much so, that when we lost it, we felt like some part of us was lost too.

It’d be the same if Guinness ever left Dublin.

Or if the Nike head office moved out of Portland.

Residents of Norwich, Dublin and Portland all feel like they own part of the brands that their locations are famous for, which increases loyalty.

You can’t imagine pubs struggling to sell Guinness in Dublin, or scores of people walking around Portland in Adidas trainers.

And the same has been true of Norwich, and Colman’s.

Make your customers feel an affinity with your brand, by building a strong connection and relationship with them, and you’re more likely to create long-term revenue streams.

Ham and Norwich Mustard sandwich, anyone?

Read more about The Mustard Revolution: The Life of Jeremiah James Colman here