Brand rejuvenation

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 [...]

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 [...]