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.
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…
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