It’s an interesting debate you hear all the time – in sporting terms – you often hear, no player is bigger than the club…

How many column inches have been given over in the last week too Bake Off going with the money…

From a branding perspective it poses some interesting points of discussion:

One side of the argument is that the show will be ‘as’ strong on a new channel with a new hosting team because the ‘Bake Off’ brand is big and strong enough to cope – we have a recent example to benchmark against in terms of a presenting team change shall we call it the ‘Top Gear Syndrome’….not sure that turned out too well or at least is still in its transitioning phase…

The other side of the same argument is that the brand actually is the sum of all the parts…the tent, the judges, the presenters, the contestants, the illustrations of the cake designs, the sound bed etc. etc.

We’ve talked about this internally at RC HQ and we feel if we were consulting, our view would be the strength of the assets do sometimes make up the crucial elements of a brand – that iconic image or that amazing ambassador relationship with a once in a decade icon or a sound track that gets fixed to a moment or brand. Its not how a brand consultant would plan it to be, but it happens and the key is how you work to transition beyond it…

Let’s hope the shareholders see the benefit in re-investing to maintain their brands equity.