Cadbury remembers and refreshes what made it famous

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 [...]

Bournvita: the challenge of balancing freshness AND consistency

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 [...]

Retail revitalisation has Pets at Home sales purring

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 [...]

Tiffany’s brand revitalisation: balancing freshness and consistency

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 [...]

Brand it like Bond 25: a masterclass in ‘Fresh Consistency’

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 [...]

HAS Gillette’s social stand helped them grow? The CEO’s story

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’ [...]

Pascual’s prize shows revitalisation needs great strategy AND people

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 [...]

Brand refreshment to drive REACH: Ikea’s new city store

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 [...]

Best Buy show how big brands CAN fight back

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). [...]

How can Kraft Heinz’s brands bounce back?

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 [...]

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