The danger of ditching distinctive brand assets: Mr Kipling

The story of Mr Kipling has some great learning about the dangers of ditching distinctive assets. Back in 2014 in a post on the cake brand I warned about “the risk of forgetting what made you [...]

Rejuvenate or die: lessons from Toys R Us’ demise

I read over breakfast today how giant retailer Toys R Us will will close or sell all 885 US stores in the coming months, putting 33,000 jobs at risk (1). All the UK stores will close in the next [...]

The Bridge Theatre’s Julius Caesar: how to reboot your brand

Can a 418 year old play about a story that happened over 2,000 years ago provide any inspiration for your brand? The answer is a resounding “Yes”, based on my recent night out with the Taylor [...]