Turning around a 250-year-old brand in decline | Sophie Rock (Head of Brand at Wilkinson Sword)

In this episode of Beyond the Brand, Adam Wright is joined by Sophie Rock, head of brand at Wilkinson Sword.

Together, they unpack the bold repositioning of a 250-year-old brand, the thinking behind the Blade Masters campaign, and the real work involved in shifting a business out of long-term sales decline.

Sophie shares her career journey, lessons from major brand projects, and how she stays focused when leading high-pressure transformations.

Key takeaways
▶ Why tackling fundamental brand problems starts with understanding the real consumer truth
▶ How Wilkinson Sword repositioned around its heritage to stand out in a cluttered category
▶ Why humour and tone of voice became central to the brand’s modern refresh
▶ The importance of managing internal buy-in and using data to build momentum
▶ What makes a successful brand marketer today – and how the role is changing

Why listen
▶ Gain insights into relaunching a heritage brand with modern relevance
▶ Learn how to manage complexity and stay focused during major transformation projects
▶ Hear real-world lessons on building long-term brand equity in competitive markets
▶ Understand how to balance creativity, strategy, and commercial thinking as a marketer

Links & resources
▶ Connect with Sophie Rock on LinkedIn
▶ Learn more about Wilkinson Sword at wilkinsonsword.com
▶ Watch the Wilkinson Sword Blademaster campaign ad here
▶ Find out more about System1 testing at system1group.com