21st June | Rob Metcalfe back

The benefits of brand refreshment

Some brands survive, indeed thrive, by being stubbornly resistant to change. Tunnock’s caramel wafers spring to mind as a success story built on staying familiar. But most feel the need for reinvention, at least occasionally, to maintain both appeal and relevance. Our client Fisherman’s Friend is a case in point. At first glance you might think that nothing has changed on its iconic pack in the last 50 years. But a closer inspection shows that actually, it has been subtly renewing its appeal on a regular basis, with tweaks and touches that keep it contemporary enough to appeal to audiences across the globe. Most agencies are not brands at all, just company names. But among the few that are brand contenders in the PR world, Richmond Towers stands out, if nothing else though sheer longevity. When Suzanne Richmond and Marjorie Towers started their business in 1930, as with many partnerships, their surnames became the company name, and so it has continued for the next 87 years. Our 2017 rebrand is at first glance, simply the addition of an ampersand and thus, you might think, not worth making much of a fuss about. But what it does is focus the attention on people. Richmond & Towers can only be about people. And that’s why we have made the change. An agency is nothing more than the accumulated expertise and ability of its people, yet its surprising how few agencies seem proud of this. We think we have the best team of people in the business at Richmond & Towers and are happy for the brand spotlight to be on them.