Brand rejuvenation69

How do you keep your brand fresh not for 10, 20 or even 30 years, but for more than five decades? Inspiration on how to do this came in a…

I was critical of Jaguar’s controversial 2024 relaunch. The surreal “Copy Nothing” communication campaign featured models in a range of bizarre and brightly coloured outfits without a car in sight.…

Last year, we posted on the controversial relaunch of Jaguar as an all-electric luxury brand. We suggested that the radical reinvention made the mistake of ditching distinctive brand assets. It…

Cadbury recently launched the first campaign for their Bourneville dark chocolate sub-brand in 50 years. The new campaign seeks to resurrect this old brand and make it relevant for a…

How to revitalise a brand that is almost 50 years old? Especially when previous attempts to do this have flopped? A recent example of how to do this comes from…