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 [...]

‘Bake in your brand’ to find space in a cluttered market: COMET meetings

Post by Anne Charbonneau, Managing Partner based in Amsterdam. A couple of weeks ago, one of my clients introduced me to COMET, a new player in the meeting room rental market. As we run workshops [...]

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 [...]

Can ‘Brand CEO’ Julian Dunkerton supercharge Superdry?

Julian Dunkerton of Superdry is the latest ‘Brand CEO’ that I’m backing with cold, hard cash. Brand CEOs are leaders who are the living, breathing embodiment of their brands. I first posted on [...]

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 [...]

A sorry Saga of stretching from the core 

Saga’s recent woes show the perils of stretching a brand too far, too fast, and neglecting the core (1). The insurance and travel provider for the over-50s recently announced a £310m write-down [...]

Heck: a sizzling sausage success story

Post by Simon Gore, Managing Partner and our Head of Brand Identity & Naming. We love growth stories about sausage brands like Heck, the subject of this post, as they literally bring to life [...]

How to get retail customer support for growing the core?

“We know we should grow the core. But our sales force and retail customers demand innovation and new products to give us support!” This challenge was shared during a workshop I [...]

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 did Microsoft get its mojo back?

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 [...]

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