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The Bottom Line

Factual: Money

The view from the top of business, presenting a clearer view of the business world, through discussion with people running companies

The Bottom Line: Series 5

Evan Davis

The Bottom Line: Series 5: Episode 8

Episode 8

Series 5

BBC News Channel - The Bottom Line, Series 5, Episode 8

The panel discusses reviving brands and conferences.

Evan Davis and his panel of top business guests discuss the art of reviving brands and take a look behind the scenes at corporate conferences.

Evan Davis is joined in the studio by top business guests to discuss the art of reviving brands and to chat about conferences.

Like everyday products such as milk and bread, brands themselves have a shelf life. What was trendy and coveted a few years ago – or even a few weeks ago – can seem tired and stale now. Guests talk about reviving a brand and remaking old products for new consumers. What's at the top of the to-do list when moving in to carry out a brand refurbishment? Plus discussion about nostalgia value versus fresh thinking, and how fashionable brands survive in a crowded marketplace.

The panel also chats about business conferences. Is jetting off somewhere to meet competitors and customers useful, or are those big gatherings just a boring waste of time? We'll go behind the scenes and find out what the guests really think about corporate events.

Evan's guests are Rita Clifton, chairman of Interbrand; Rupert Gavin, chief executive of cinema chain Odeon; and Crispin Tweddell, founder and chairman of Piper Private Equity.

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The view from the top of business, featuring discussion with leading businesspeople.

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