Opinionated Marketers on: LOSING YOUR WAY

This episode looks at what happens when brands forget who they’re for. We start with Prestat, the old Piccadilly chocolatier that lost its way after being bought by venture capital, cutting range, pushing expensive boxes and drifting from the customers who loved it. From there we discuss Bass securing the first UK trademark, NatWest chasing “mass affluence”, and why understanding your market still beats clever strategy every time.   [The book referenced towards the end of the episode is called How Africa Works: Success and Failure on The World's Last Developmental Frontier by Joe Studwell.]