Brand # 1. Ronnie Dufficy.

Want a definition of a brand? How about this..."A brand is a promise of consistency".

This morning, like many raceday mornings in the past, I've been listening to Ron Dufficy's race tips. Taking his time and working through today's Randwick card race by race, Ron Dufficy saves me having to understand form and how the track might be playing, he picks up on horses that were unlucky in running last time and notices patterns of racing that only hours of my own research would uncover. He gives us his first four selections for each race and highlights big outsiders wiith a chance.

And as a punter, all I need is one or two of his selections to win. A perfect example of branding. His judgment is consistently good. he's on air at the same time each day and he saves me a bundle of work. If I was his manager, I'd be putting all the good stuff on RonDufficy.com but I'm not.

The horse pictured is called deuxieme. He won the Bernborough cup a few years ago and Ronnie tipped him. He pronounced it dukes-e-e-mee but hey no one's perfect...

FOOTNOTE: Yesterday on new Year's day, Ron tipped "Do this Do that" to win at 6/1, especially nice for those of us in the ring at Randwick who helped ourselves to the 10/1 on offer. Happy New Year!

Free!

As a special New Years treat (Boren newydd da by the way) January is "everything you ever needed to know about brand month" on redbook.

Tune in each day and hear what makes good brands and which once famous brands are heading down slippery never to be seen again slopes, free and exclusively here at redbook.

And don't forget to collect your free "brands of the world wallchart" sponsored by Merrill Lynch and Northern Rock.*

(Ed, will that do...I'm not very good at this hyperbole stuff...?)

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