This branding will give you a lift - a must-see at the RFH

For those of you who live in London - and for those who don't, for that matter - you really must get along to the Royal Festival Hall to experience the best thing I've seen for ages - the glass elevator sponsored by JCB. Never mind the London Eye - this is THE BUSINESS, for sheer concept, creativity and delight. Now, maybe I don't get out that much, but this is SO much fun. Wheeeeeeee! Call the elevator to ground level and step in for ride of your life - definitely opt for a trip to the sixth. Your ascent will be accompanied by the sound of choirs of angels, growing ever more exultant the higher you go - climaxing to fever pitch at Level 6. Whoever came up with this concept, hats off - it has all the ingredients of perfect branding - experiential (emotion-linked), memorable logo (as you'll see there's no escaping it) and excellent association with what JCB is already known for (high-flying building plant, like the cranes we see silhouetting the London skyline). Wish I'd thought of that...