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Why should you rebrand?

How do you know when your brand is ready for change? Does it ever seem like some brands are constantly being changed, while others have defiantly looked the same for aeons? The latest rebrand of The Guardian seemed to come so soon after the previous one that you could...

Truth or Dare: is it time for post-truth brands?

If the truth doesn’t matter to politicians, why should it to consumers? Back in 2016 (or as it will be described in history books as ‘the previous political era’) we learnt what the public really thinks of the truth. To many of us the answer was a surprise. To some of...

Can Champagne reinvent itself?

With smug January dryathletes crowing every second Facebook entry, and the new year hangover still a fresh memory, now is a terrible time to talk about alcohol. So let’s do that. Just as the year ended, reports came in that (sacre bleu!) Prosecco had outsold...

The least inspiring brand of all time?

Okay, we know that there’s a place for MOR brands. They are the shoulders on which aspirational brands can stand, and a repository for the terminally unimaginative consumer. They provide goods and services for that stratum of society for whom goods and services aren’t...