Brand rejuvenation56

The resurrection of an old and outdated brand is a daunting challenge at the best of times.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…

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…

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…

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…

A pull-out newspaper supplement for luxury watch brand Breitling grabbed my attention this week (see below). The second edition of The Breitling Chronicle covered the re-launch of the Superocean collection.…