We all recall Aesop's famous fable and in times such as these there are lessons to be learnt from our slow but steady friends.

So we need to make our product more desirable, make the experience more positive and make it better ‘value’ for money – any prizes for 2 out of 3? Surely making something better means it costs more? Not so, says Alex Cottrell, Brand Comms Manager for Earl & Thompson Marketing