Former British Prime Minister Harold Macmillan was once asked what was the hardest thing about running the country. “Events dear boy, events,” was his famous (and perhaps apocryphal) response.
Too many endorsements spread across products where Beckham lacks expertise will gradually dilute and undermine his long term branding potential.
Last week Kingsmill launched its Great White loaf. It is a genuinely innovative product because despite its white bread status, the new loaf claims to have as much fibre as its wholemeal competitors.
You’ll remember that just over a year ago Barclays embarked on the latest in a long line of brand transformations. After a raft of scandals engulfed the bank, new chief executive officer Antony Jenkins and branding boss David Wheldon went on a media offensive in every sense of the word.