Alex Baldock: ‘Pasting on branding over nothing underneath just breeds cynicism’

Alex Baldock

“Baldock! Branding’s just flower-arranging, right?” The man firing this at me – years ago – was a Harvard professor of marketing, so I suspected a trick question. But it set me thinking.

It still does. What can a brand do for a business today? And when is the right time to rebrand? This has been front of mind recently as we’ve embarked on the rebranding of our business to Currys. 

After all, it’s no small undertaking to rebrand thousands of customer touchpoints, everything from vans to uniforms to 300 stores. And mothballing longstanding brands such as PC WorldDixons, Team Knowhow and Carphone Warehouse is not done lightly, cheaply or without risk. 

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