Brand rejuvenation

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 [...]

The Tango brand of soft drink is going back to the product roots that made it famous, according to an article in Marketing Week I read this week (1). Tango had previously fallen into the trap of [...]

The resurrection of an old and outdated brand is a daunting challenge at the best of times. For clothing brand K-Way, a phoenix-like revival was literally needed. A fire razed the French-based [...]

Managing distinctive brand assets (slogans, colours, logos etc.) requires a careful balance of freshness on the one hand and consistency on the other. British cake brand Mr Kipling suffered from [...]

An email from Sunspel, one of my favourite fashion brands, grabbed my attention today. Sunspel is a great example of rejuvenation, telling stories about its heritage whilst being up to date, not [...]

Back in 2010, the Volvo brand was seen as solid: famous for safety but rather boring. “Buying a Volvo is like going to the dentist: something you have to do one day, so you might as well get it [...]

Brand stretching, done well, can play a key role in revitalising a brand. One example of this in action is ITV’s new streaming service, ITVX. It launches fully today, replacing ITV Hub. I was [...]

I was interested to see Airbnb’s latest quarterly earnings report this month. In particular, I was curious to see an update on their strategy of re-focusing on brand marketing and reducing [...]

With a global recession on the horizon, you might think that premium brands would be struggling for sales. However, the continued success of the Rolls Royce brand shows that this is not always [...]