Mark Ritson: Learn from Hollywood and re-work your biggest hits

I spent all last week working with a global beauty brand that is going through a significant revitalisation under a new CMO. The brand is question continues to do well in the market but it’s slowing down and the new CMO has spent the last year renewing, refocusing and recharging almost every element of the brand and its business. New positioning, new visual merchandising, new staff training, new brand tracking. You name it and she is upgrading it.
The only thing that isn’t being upg