Good, bad and questionable: Santander’s new logo

I read about the updating of Santander’s visual identity today with mixed emotions (1). On the one hand, the company has remembered and refreshed what made the brand famous, avoiding the mistake [...]

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 [...]

Finding growth closer to the core, like Bonne Maman

Too often, when it comes to innovation, brands look to stretch to new categories or bring whole new benefits before actually looking closer at the core, where there may be smart and more [...]