Mark Ritson: Beckham’s scored an own goal in Haig Club signing
Mark RitsonToo many endorsements spread across products where Beckham lacks expertise will gradually dilute and undermine his long term branding potential.
Too many endorsements spread across products where Beckham lacks expertise will gradually dilute and undermine his long term branding potential.
Last week Kingsmill launched its Great White loaf. It is a genuinely innovative product because despite its white bread status, the new loaf claims to have as much fibre as its wholemeal competitors.
You’ll remember that just over a year ago Barclays embarked on the latest in a long line of brand transformations. After a raft of scandals engulfed the bank, new chief executive officer Antony Jenkins and branding boss David Wheldon went on a media offensive in every sense of the word.