Well we retired our second (backup) appliance last night. Old even for a fire truck at around 30 years, but amazingly on only 60,000 km. As a fire station in a semi urban, semi rural area she has operated on station for the last 8 years as rural fire fighting appliance. I heard someone recently describe her as a "man's truck", a stubborn beast that had to be "driven". Despite no power steering, no engine braking, and the belching of black smoke, she was really great fun to drive. I think it's funny that at times like these I realise how sentimental I am. On one hand she's just a hunk of old metal To View More >>

Your brand, either commercially is the some of all your parts. The way you look, the way you sound, what you do and how people perceive you. The fact that Brand is not just about a "logo" is hard for many people to understand, here I attempt to use the fire service as an example of how brands develop and live or die beyond just there name. It's hard to describe the Fire Service brand ... it's not constrained to one country, one organization or even one uniform. Each fire service feeds off the stories and identity of the next, but each retains its own approach to the emergency events they service. To View More >>