Brand rejuvenation

Post by David Nichols, Group Managing Partner and Head of Invention I recently read a great article in Inc. magazine about big US retailer Best Buy and its comeback from the brink in 2012 (1). [...]

The troubles of Kraft Heinz have been well-documented in recent weeks, following the announcement of a $12.6 billion loss for 2018. This included a $15 billion write-down in the value of its [...]

The renaming of Weight Watchers’ to ‘WW’ shows the risks of changing brand name. The company lost 300,000 subscribers in the quarter following the September 2018 change, [...]

Microsoft’s market valuation pulled ahead of Apple for the first time since 2010,  confirming how effectively CEO Satya Nadella has revitalised the once ailing company. The share price has [...]

The tale of two food companies shows that big consumer goods brands are NOT doomed to decline, despite the negative predictions to this effect in many newspapers and consultancy reports. “Food [...]

This week Australian retailer Wesfarmers offloaded Homebase for a nominal £1 and took a whacking £1.1 billion write-down, just two years after paying £340 million for the the British DIY [...]

There’s a lot of doom and gloom about the fate of big brands these days and specifically the threat of smaller, ‘insurgent brands’. So, I was interested to read The [...]

[Post by Diego Kerner, Managing Partner for Latin America] The great Stephen Hawking defined intelligence as ‘the ability to adapt to change’. And change dominates the landscape of any marketer [...]

“Too often, investors, entrepreneurs and established companies ignore old brands capable of being reborn,” rightly points out Luke Johnson in one of his excellent Sunday Times columns (1). As he [...]

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 [...]