James Bond is surely one of the most successful brands of all time? And a masterclass in branding. Over 40 years , 22 films,  6 leading men, 10 directors.  Yet still there is only one Bond. Demonstrating the importance of a clear and focused idea. Bond is 'good vs bad' in it purest form. Even in our less clear cut , conspiracy theory led, untrusting times, it is assumed that Bond in Quantum of Solace still represents the side of good. Armed with the simplicity and focus on that 'brand idea', the brand 'owners' are at liberty to try new things. This playful, inventiveness in turn keeps the brand young, refreshed and relevant, ensuring a new and interested audience over decades.

Brands are at their heart about ideas that can be expressed in imaginative and interesting ways over time. Branding is the art of shaping the meaning through what Mark Earls refers to as 'interventions' -behaviours, communications or production of tangible products that bring the idea to life. It requires tight control and a sharp vision. Exactly the qualities that the Broccoli dynasty have delivered since Bond's filmic inception in 1962.

The Bond brand has faced its fair share of new competition over the years, with aggressive rival franchises from Bourne and Die Hard. But neither have ever managed to rival 007. In part this is due to the high number of unique equities attached to the name; gadgets, girls , gags, sountrack, script lines ( shaken not stirred) and the cars- always refreshed but consistent every time.

Bond is a definitive brand and as such of huge value . The film receipts alone are estimated to have stacked up to over $ 11 billion. And it has become a part of popular culture across the globe.

Perhaps the simplest way to demonstrate the power of 007 is a brand is to think about what a 006 or 009 might be like? Not interested? Then you have demonstrated the real value of brands- they are uniquely irreplaceable.