Brand rejuvenation63

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.…

Back in 2016 I posted on an attempted re-launch of the bodyspray brand Lynx (Axe in most markets), with a campaign idea called Find Your Magic. At the time, I…

I’ve just stepped out of the cinema having watched Top Gun: Maverick with fellow brandgym partner David T. And wow, what a film! As an acrobatic pilot myself (more on that in…