Brand rejuvenation

Two examples of brands dropping characters from campaigns grabbed my attention this week. Direct Line killed off the Winston Wolf campaign, a masterclass in using ‘fresh consistency’ to boost [...]

I love reading about small brands ‘pivoting’ to save their businesses during these crazy times. These success stories appear like shafts of sunlight cutting through the clouds of doom [...]

Post by Simon Gore, Managing Partner and Head of Visual Identity & Naming. The league table of Britain’s biggest brands shows what a good job the Cadbury’s team have done at revitalising [...]

Post by Prasad Narsimhan, Managing Partner Asia based in Bangalore. A new campaign by Bournvita, Indian kids’ favourite malted drink, shows the challenge of balancing freshness and consistency to [...]

Pets at Home is bucking the trend for retailers to struggle and even go bust. They have just posted forecast-beating first half results, with a near 19% growth in underlying pre-tax profit and an [...]

Revitalising a brand is a tricky task, requiring a delicate balance of freshness and consistency, especially when the brand in question has 182 years of heritage. Alessandro Bogliolo faced this [...]

Post by Simon Gore, Managing Partner (UK/Global) based in London and Head of Naming & Visual Identity The official James Bond Twitter account revealed that the 25th film in the super-spy [...]

I hoped that last night’s British Brands Group lecture by Gillette CEO Gary Coombe would help answer the question from my January 19 post : Will Gillette’s ‘brand purpose’ [...]

Post by Diego Kerner, Managing Partner for Latin America. Revitalising an old and slightly dusty brand is one of the greatest challenges in marketing. And this was just the challenge faced by Mar [...]

Post by Anne Charbonneau, Managing Partner based in Amsterdam. Between two client meetings in Paris I saw what looked like the opening of a cool tech or sports store, with queues round the [...]