One Brand to Rule Them All? Bill Rooney on Coles’ Risky Rebrand

Send us Fan MailIn 2024 Coles took steps testing its One Brand Brand Strategy, which included the conversion of all Vintage Cellars Stores to Liquor Land. Bill Rooney is the CEO at 6one5 Retail Consulting. He has consulted for a range of companies including Silicon Valley’s Intel. Bill has been watching the Coles transition unfold, from the implementation of the pilot program, to execution and whilst understanding of the foundation strategy, he has been highly critical of its execution. Bill’s thought leadership has been on display recently, with the publication of a series of articles discussing the strategy and execution of the Coles rebranding. I found the articles extremely insightful and was excited when Bill agreed to share his insights on the CDP. This was a thoroughly engaging chat, a huge thanks to Bill for joining me on the Cellar Door Podcast.  Support the show