April 27, 2018

April 19, 2018

April 9, 2018

January 15, 2018

January 5, 2018

October 5, 2017

Please reload


September 14, 2016


At the Cabinet towers we have a little brand mantra that we try and live by when advising our clients: a brand must have cause, craft & community.  If these three pillars are strong then your brand is healthy.  So when we heard the news that The Great British bake off is about to move bakeries I couldn’t help but think, are we about to witness a mighty bake fall?


– Let’s rewind a little –


Cause: well the great British bake off has that in abundance, its cause “nostalgia”.  It transports us to a happier, sunnier, British orchards, chirping birds and marques.


Craft:  It’s quintessentially Britishly crafted, pastel colours, bunting & dewy grass.

So two of our pillars remain solid, but here’s the worry.


Community: the very essence of bake off is the BBC, a British institution, it’s a John Lewis, Clark’s shoes, keep you wheely bin clean kind of place and sits perfectly as the brands community.  So what happens when you take the cream scone out of Waitrose and put it in El Bulli?


Channel 4 is edgy and brilliantly brave, but will our community buy it?  Already Mell & Sue have quit to stay with the Beeb, if they lose Mary & Paul, as we saw on Top Gear, the brand could soon find itself with a soggy bottom…


And don’t even get us started on Striktly…

Share on Facebook
Share on Twitter
Please reload

Follow Us

I'm busy working on my blog posts. Watch this space!

Please reload

Search By Tags
Please reload

  • Facebook Basic Square
  • Twitter Basic Square
  • Google+ Basic Square
  • Grey Instagram Icon
  • Grey SoundCloud Icon
  • Grey LinkedIn Icon
  • Grey Twitter Icon
  • Grey Pinterest Icon

© The Cabinet 2017 | Atlantic House, 351 Oxford Street, London, W1C 2JF