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BBC Radio Coventry & Warwickshire

12 September 2011 Jim Harrison,

Our Creative Strategy Director, Nick Sunderland, has been featured on BBC Radio Coventry & Warwickshire discussing the manner in which Heinz have handled the recent change in taste of HP Sauce and the impact that it may have on the brand.

Nick talks about why it is important that brands have a focussed point of view so that the consumer understands what a product stands for and what the brands ‘promise’ is.  He discusses how Heinz and HP could have handled the change and why really good brands are those that are honest in their interaction with the consumer. Nick also argues that strong brands in the 21stCentury will be those that inspire consumers and are open and transparent with them, rather than those that try and manipulate consumers.

The programme is currently on  BBC iPlayer and Nick’s contribution can be heard at 1:09:25

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