Featuring Ben Newbury, Head of Brand Marketing at Yorkshire Tea, and Georgina Leigh-Pemberton, Managing Director at Turner Duckworth.
Ben and Georgina take on one of the most counterintuitive challenges in marketing: what do you do when your brand is already thriving? Yorkshire Tea had grown from number four to number one in the UK black tea market, the advertising was landing, the pack was iconic and consumers were loyal to a point that felt, in Ben’s words, a little terrifying. So why touch it at all?
Because here’s the thing: timeless is not the same as old-fashioned. Small shifts creep into a loved brand over time, and nobody had looked closely at the design in over a decade. Ben and Georgina explore what it really means to be a custodian of a brand, the discipline of restraint over creation, and how the simple principle of doing things properly became both a creative brief and a quality check for everything the brand touches.
Listen to the podcast here.