Gold,
Good points, especially with the Morrisons supermarket example.
Up north I don't know who J V Price Ltd is TBH.
If a company like this want to become a UK household name, then they need to employ the services of a large marketing organisation. The services of the local van sign writer are not good enough for this.
We have a local sign writer for van decals. Tell him what you want and he is ok. But he hasn't a clue when it comes to lettering, its too small and not bold enough to be seen clearly - there isn't any impact with anything he does, and that's the most important when it comes to advertising on the side/back of a van. It's your advertising board.
The signage on Price's new vans need to be their advertising board. My eye's are drawn to the name price and my brain is locked into that. The van would have passed and I wouldn't have seen the services they offer underneath.
But then again, I'm not their target market and it shouldn't matter to them if I know who they are or not. But it does matter that they are well known in their market area.