A few weeks ago, I shared my thoughts about the best ways to market your brand for The Tufty Club (click here to read the article). That’s 40- and 50-somethings, in case you were wondering. An often neglected demographic, in marketing terms, that I rechristened because they’re also united in having benefitted from the life-saving advice of Tufty, a squeaky-clean young squirrel and star of an unmissable road safety campaign of the 1970s.

For a glimpse into the exploits of Tufty – and his more excitingly reckless friend, Willy Weasel – check out:

Anyhow, here are my Top Five Truths For Targeting The Tufty Club. As directly quoted from a pretty representative group of middle-aged Tufties – aka my mates. In summary, they’re big fans of any brands that deliver quality products or services with efficiency and honesty. (And if they’re hot on road safety too, all the better.)

TOP TRUTHS FOR BRANDING FOR THE OVER 40S- part

6. They hate being stalked

“I loathe online data tracking following me around from site to site. I know it’s a fact of life but it just annoys me. Even if it’s a brand I use often and like.”
Phil, 52 

“I prefer to search for something, choose what I want and then go to the brand direct – register and buy from them. Then I’ve started a consenting relationship.”
Jonny, 46

 7. They don’t mind a bit of fun

“Ocado’s quirky quotations and names on their colourful vans are quite cute.”
Lisa, 47

 “I’m in love with Brian the confused.com robot. He could sell me anything!”
Adriana, 50 

8. But don’t waste your money on celebrity endorsements

” I am literally like that high court judge who claimed not to have heard of the Beatles. I have no idea who any of those people are. I’d rather read a novel.”
Sarah, 44

 “I can’t bear stupid celeb tie-ins as I think they’re mainly self-promoting losers. It puts me off.”
Justin, 53

“What on earth is a ‘celebrity lifestyle platform’? Is it a type of shoe?”
Kate, 43

 9. Ethics matter

“Brands I don’t like are ones you can’t trust. Food manufacturers are really good example – their false claims on cereal boxes and yogurts make me fume.”
Mary, 49

 “I wish soft drinks manufacturers would admit they’re only pretending to care about the obesity crisis and stop denying they’re involved.”
Dara, 50 

10. But great customer service is the be all and end all

“John Lewis, John Lewis, John Lewis. Need I say more?”
Paul, 58

So, when the votes are all in, which brands are delivering?

 The Tufty Club’s Top Twenty Brands in the UK

(Cue Led Zeppelin for the full Top Of The Pops chart run-down effect:

20. Jaeger

“A good British brand with a bit of style but also a bit Old Skool. Not trendy, but never out of place.”

19. Boots

“Because it’s reassuring – solid, trustworthy and good for essentials.”

 18. Marmite

“Just ‘cos. Love it or hate is was a brave campaign. And I love how close to the original labelling and product design it remains.”

 17. Penguin Books

“The heritage, the quality. They’re utterly classic, but still so current and modern.”

16. Gap

“Reasonable quality at good prices. They have a finger on a trend of some sort while still being wearable.”

 15. BBC

“Reliable, trustworthy, an institution we all grew up with. Radio 4 stimulates the mind, Radio 6 is still slightly edgy.”

14. Converse

“Classic and little changed. Makes me feel a bit younger than 44 without looking like mutton.”

13. SpaceNK

“Amazing umbrella brand housing lots of great brands. Clean, simple, classy, aspirational.”

12. PizzaExpress

“You know what to expect – in any town, across the country, you know what you’re getting. I always used to judge a place to be civilised if it had a PizzaExpress!”

 11. TATE

“Clear, no nonsense, inspirational, educational.”

 10. Anthropologie

“A delicious website, great sales and their stuff looks like what a smug ex-model from Vogue might wear in her middle years.”

9. MAC

“They’re fresh, contemporary and really good quality – plus they give nice little extras like a free product if you return 4 ‘empties’.”

 8. Majestic Wine

“Three things, really. Quality product. Cost effective. Brilliant service.”

7. Mini

“I’ve always loved the cars ever since watching The Italian Job as kid. More brands should get themselves written into Michael Caine films.”

 6. First Direct

“Frictionless internet banking, friendly, intelligent call-centre staff. It may be the best product I know, across all genres, with the single exception of Grey Goose vodka. Now, if Grey Goose could open a bank….”

 5. Boden

“The quality is great, they have good sales, the packaging is nice – and I love that you have a year to return things.”

 4. Ocado

“Personal, helpful and much better quality than Sainsbury’s and Tesco.”

 3. eBay

“I really love the real honesty etiquette about eBay – people are reliable about how they describe what they’re selling.”

 2. John Lewis

“Feels like one of the family. When I was a kid it was for buying school uniform with Mum – now it’s for the kitchen section, totally brilliant customer service and staff.”

 1. Apple

“I simply love Apple – because it works and I don’t have to think about it too much. Which will be very useful when I segue into full senility!”