Richard Northedge

Twenty-five years on, the game begins again

Richard Northedge says the gimmicks used to sell BT will soon have to be dusted off for RBS and Lloyds

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Gavin Mortimer

Why Jaguar’s rebrand is doomed

Jaguar’s disastrous makeover has left many people wondering if it isn’t April Fool’s Day. It’s not, of course. After 89 years of success with pale, stale males, Jaguar – which is relaunching as an electric-only brand – has decided a new clientele is in order. Jaguar is gambling on attracting a younger, urban Progressive customer

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