In My Humble Opinion… The Hardest Part of Brand Building is Preserving What's Already Great

Welcome to "In my humble opinion", a podcast collaboration between The Marketing Society and Publicis Groupe UK that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud.

You're joining us for our next episode in the series, "In My Humble Opinion… The Hardest Part of Brand Building is Preserving What's Already Great."

Featuring Ben Newbury, Head of Brand Marketing at Yorkshire Tea, and Georgina Leigh-Pemberton, Managing Director at Turner Duckworth.

Ben and Georgina take on one of the most counterintuitive challenges in marketing: what do you do when your brand is already thriving? Yorkshire Tea had grown from number four to number one in the UK black tea market, the advertising was landing, the pack was iconic and consumers were loyal to a point that felt, in Ben's words, a little terrifying. So why touch it at all?

Because here's the thing: timeless is not the same as old-fashioned. Small shifts creep into a loved brand over time, and nobody had looked closely at the design in over a decade. Ben and Georgina explore what it really means to be a custodian of a brand, the discipline of restraint over creation, and how the simple principle of doing things properly became both a creative brief and a quality check for everything the brand touches.

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Our industry is filled with many brilliant minds with thought provoking views, we can't wait to bring them to you, our next episode of "In my humble opinion" will be coming soon and find our series of content of the same name over at The Marketing Society website here.