Cleaning up at ground level all across Britain

Henry Hoover is a superhero vacuum cleaner

Walking through my local shopping centre I had a profound moment. A moment that cemented in my mind that rare breed - a brand that is associated with getting the job done. In this case sucking up the dust, bits, bobs and the unwanted from shop floors, small businesses and community halls across Britain.

I saw two shop assistants consecutively shuffling to and fro with their beloved Henry, shutters half down, customers gone, but that efficient drone of a Henry can be heard and so easily identified. A perfect little symbol, not cool or high tech but brutally basic, that's why it works. The small industrial vacuum cleaner that is tough and no nonsense. Trusted and relied on across our land to ensure, tomorrow, things will look ship shape and ready for business.

The production home of this national treasure is a company called Numatic International Limited based in Shard Somerset. Over 4000 little Henrie's are born every day from a loving and skilled team of over 700 people. The more you explore Henry the more he becomes a British superhero brand. 40% exported overseas, a success possibly because of Henrie's quirky bowler hat, a postcard symbol of Britain and London overseas. The business is solely owned by Henrie's creator, the concept first realised in 1968.

But all that stuff aside, red Henry's sell themselves. We all become advocates of stuff we use that works and does the job. But the simple symbolism created around Henry adds a little personality and story telling. That makes him viral - anyone can remember the little fellow - "get one of those red hoovers, with the smile and nose, the one with the hat, the cartoon hoover!". These associations do the branding job extremely well. And they never stop working.

My walk through the shopping centre that night, past two consecutive identical situations emphasised how successful Henry is.

He's out there, he works, he smiles and everyone remembers him - genius!