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NEWS ANALYSIS: The secret to Eddie Stobart’s success

In light of the recent and high profile death of haulage legend Edward Stobart, Alex Aspinall investigates the incredible success of the iconic B2B brand

Few B2B brands boast a fan club, let alone one with over 25,000 members. But this is the level of brand buy-in Edward Stobart managed to create after taking the reins of his father’s haulage company. He is credited with transforming the industry in which the company operates and with creating one of the country’s most recognisable and best-loved B2B brands. And he did it without social media, marketing agencies and mobile apps.