Editor - David Taylor

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Feb02Lauren Okay, so this is maybe a bit weird BUT also kind of cool, I think. You have Brian May (formerly Monty, no?) and I have his sister Chica, who has two big adoitpve brothers one, 13, called Oscar, and the other, also GIANT and all black like Frankie but for a white priest's collar, Joe.Was looking for an old pic of Chica from the VOKRA website, Google gave me Linda's comment on Brian's initial blog post, and here we are! Anyway that's that. Sending the kitty love your way

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David Taylor (from Where'sTheSausage)

You are right to talk about the leaders of the business and they key role they play. I call these the "brand ceo's": the living, breathing, beating heart of the brand. Loose these people, and you risk losing the soul of the brand.

This is why when I talked to the European Marketing Director of Coke, she said they wouldn't buy Innocent as she feared the 3 owners would walk away (with a few million pounds each!) and with them would go a key part of the magic.

So, dilution is likely after a corporate take-over, unless the culture of the business can be protected. This is why Ben & Jerry's still have, as I understand it, a separate office/business, rather than a couple of desks in the Bird's Eye Igloo office! Ben and Jerry even came out of retirement to actively lead one of the brand's recent initiatives, with Unilever giving the brand the freedom to maintain their campaiging stance on issues they care about (including anti-globalisation!)


Would love your thoughts on something I've been wondering for a while now. We love brands like innocent because in a world full of corporate big-guys, this brand is brought to us by real people who speak to us in funny language on the packaging. Besides the fact that the products are delicious, the brand is kind, green, simple and honest. My question: can brands like this continue to be credible in the consumer's eyes once they've been acquired by a big corporate? And is the acquisition of such a brand a risky one for the big corporate - will the acquisition not dilute the very essence of the brand that drives its success? Thinking Green & Blacks, The Body Shop...

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