Brand rejuvenation

Last week we looked at the role FOCUS played in the dramatic turnaround of the Crocs brand revitalisation. As a re-cap, the new brand strategy implemented in 2017 helped drive sales growth that [...]

The dramatic turnaround of the Crocs brand is one of the most impressive brand revitalisation example I’ve come across. The company was on the verge of bankruptcy back in 2009, having lost [...]

Two years ago, I posted on Lynx’s revitalisation using a revamped version of their original brand idea: The NEW Lynx* Effect. I suggested this was a better way forward than an earlier 2016 [...]

Gillette is an interesting example of a brand seeking to revitalise itself with the right balance of freshness and consistency. Back in 2019, I posted here on the brand’s highly polarising [...]

Post by Prasad Narasimhan, Managing Partner for Asia based in Bangalore. Air India recently launched a safety video that has been hugely loved by Indians, both at home and abroad (1). It [...]

Revitalising a heritage brand requires a delicate balance of freshness and consistency. Today, during a walk down Regent Street, I spotted an example of a brand that seems to be successfully [...]

There has been lots of negative news recently about the plight of the Body Shop. The UK arm was put into administration last month by private equity firm Aurelius, only three months after they [...]

Post by David Nichols, Group Managing Partner, Head of Invention (and secret Sondheim fanatic). I got some unexpected inspiration on brand rejuvenation during a night at a Broadway show on a [...]

I’ve posted before on the success of the Lego brand in growing their core business. I was interested to read in the FT about how the company’s new leader plans to keep this growth [...]

I was lucky to work back in 2021 with ITV on the revitalisation of ITV, including the strategy for fully stretching into streaming. I posted in November last year on the launch of the new [...]