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.
I helped Studio Output articulate how it helps brands to “adapt and thrive in a connected world”.
Following an in-depth briefing session with the senior team, I worked closely with executive creative director Rob Coke to translate the agency’s new strategic positioning into a thought leadership article.
The connected world has shifted behaviours and transformed expectations. As consumers, we’re faced with more choice, more powerful technology and more immersive experiences than ever before. In this world, the experience of your digital products is what defines your brand.
Switched-on brands – those that understand the importance of embracing a digital mindset to succeed in today’s world – are disrupting their sectors and dancing to the rhythm of fast-changing demands. They’re not just responding to the future, they’re creating it – by continually pushing boundaries and challenging themselves to adapt to the unknown ahead of their competitors.
Airbnb put the idea of ‘belonging’ at the heart of every touchpoint. Netflix’s design and motion language showcases the content you love. Uber’s recent rebrand unifies its services with a modern, relevant visual system. And trillion-dollar giant Amazon completely re-framed expectations of service and delivery.
To disrupt their respective sectors, these four all understood one thing: the power of experience as a differentiator. They take people on a journey that conveys their brand values and personality at every touchpoint... [more]
Nick has a knack of capturing the magic of an interview and distilling it into attention-grabbing copy. He makes the process enjoyable, and meets his deadlines. What more can you ask?
Rob Coke – executive creative director, Studio Output