In the latest edition of Marketing Week, Brandsmiths' managing director, Amy Frengley, discusses how brands are brought back from the brink and looks at the example of Mini which was relaunched by owners BMW in 2005.

She explains “Mini did a fantastic job in identifying that what was great about it – zippy, small, easily manoeuvrable, a great town car – is equally relevant today if not more so. They played on that, but gave it a style makeover and increased the internal space to bring it up to date for contemporary urban life.”

To read the intervew in full, please click here