You may think that Premium Bonds are an outdated, old-fashioned way of saving, one step away from stashing money under the bed mattress. Yet, remarkably, 40 per cent of the population hold them, with no signs of this declining. Just how have Premium Bonds, after 50 years, managed to stay with us? This book answers this by exploring the Premium Bonds brand which over the years has evolved and turned into a 21st century financial success story. The personification of the brand is ERNIE, the computer that spins the numbers and makes two people millionaires each month (and others a little richer than before). As a brand, Premium Bonds is the envy of the financial sector. No other financial brand has such recognition and loyalty. Mark Griffiths tells a remarkable story of the brand, its place in our world, and the future of what has become a national treasure.
Mark Griffiths is a writer and branding consultant who was previously with Interbrand, the world's largest brand consultancy group. He is the author of Guinness is Guinness (Cyan, 2004).