Arguing a strong case for ‘brand euthanasia’

Image credit: City AM
  • Client: Red Setter / B&B Studio
  • Disciplines: Thought leadership, ghostwriting
  • Duration: 1 day

I collaborated with Red Setter and their client B&B Studio on a provocative thought-leadership article about ‘brand euthanasia’. In the firing line: lazy, slow-moving brands that have lost their relevance, but are kept on life-support by empty ‘brand refreshes’ and nostalgia.

The article argued that old-fashioned brands that no longer cater to a real need or desire should make room for the next generation of challengers – and moreover, that no one will miss them when they’re gone.

Alongside high-street failures Woolworths and Blockbuster – too sluggish to adapt in the age of Amazon and Netflix – this included the counter-example of a heritage brand that has managed to stay relevant: Marmite.

Fuelled by expert insights and contentious opinions from B&B’s senior team – including bylined strategy director Lisa Desforges – the ghostwritten article was placed by Red Setter in the City AM opinion section.

Read the story on City AM

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