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Dolly Parton gives pretty smart advice. For people, and for brands. Because if you want long-term success, not just short-term spikes, brands need to start with a crystal-clear sense of self and project from a solid brand foundation.

The smartest marketers know this, of course. You can't build lasting growth on shaky foundations, or paper over an outdated brand story with inauthentic or reactionary one-offs.

After all, brands are just like people. Some are authentic, confident and likeable. Some are not. They grow. They change. Some lose their way. And when they do, they need a reset.

A successful brand reset is exactly what Dolly preaches – finding absolute brand clarity, and then telling the world in ways that get noticed. Because in a world that's more distracted than ever, having a solid brand story, inside and out, is critical.

Because of all a business's assets, the brand has the most long-term value. As Jim Mullen said, "Factories burn down. Machinery wears out. Technology becomes obsolete. Brand loyalty is the only sound foundation on which to build."

But committing the time and energy to reset a brand properly isn't easy. It takes vision, creativity, tenacity and teamwork. And today, most marketing directors are putting out fires everywhere whilst trying to keep the day-to-day show on the road.

It means brands too often don't get the love and attention they deserve. Too many marketing campaigns today are built on trends and tactics, not on truth and a solid brand foundation.

But as some have proved, when you get it right, a brand reset can deliver disproportionate rewards.

And it doesn't always mean starting from scratch. For many, it's about rediscovery.

In the early 2000s, LEGO, once an unstoppable force in the toy industry, was on the verge of collapse. After a scattergun of quick-fix attempts, hoping something would stick, LEGO made the crucial decision to refocus on its brand, its roots, and why people actually loved LEGO in the first place.

The original magic of the brand was built on creative play and imagination. With this clarity and brand truth back in place, off-brand product extensions were easily ditched, and non-aligning trends were ignored. LEGO clearly understood that their brand wasn't the products that they sold, it was what they stood for.

LEGO went back to doing what it does best, focusing on simpler product sets, open-ended creativity, and storytelling. And from this solid brand platform, new growth opportunities naturally emerged, and a new brand ecosystem was born, across movies, games and partnerships. It led to a brand reset that has seen a remarkable financial turnaround for the LEGO business.

For other brands, a successful reset requires deliberate evolution.

For years, Oatly was a quiet milk alternative, designed for lactose intolerance. But then the brand pivoted in line with cultural trends. Crucially, Oatly picked an enemy - the dairy industry. Having something to kick against sharpened everything, giving the brand energy, attitude, and purpose: a new look and a new, irreverent brand voice.

The product didn't change, but the brand did. With new clarity, conviction, and cultural momentum, Oatly grew exponentially, eventually being valued at $10 billion when listed on the Nasdaq in 2021.

A niche Swedish health drink turned into a global powerhouse through strong brand thinking.

Sometimes, though, a brand does need more than rediscovery or evolution. Sometimes it needs full-blown reinvention.

Perhaps the most famous adland reset is Old Spice. A tired, ageing men's grooming brand that completely reinvented itself through humour, wit and modernity, attracting a whole new generation of fans.

Personal brands can also teach us plenty about the power of a reset. Miley Cyrus transformed from Disney's Hannah Montana into a rock' n' roll icon. David Beckham went from red-carded villain to British royalty. Both brand transformations were made with absolute clarity, confidence, and enormous success.

Which brings us back to Dolly Parton. The Queen of Country Music.

Country has been through its own brand reset in recent years. For decades, outside of Nashville, Country and Western (as it was once known) was deeply uncool. Many music listeners had an "anything but country" attitude.

But the genre has evolved and is now enjoying a considerable resurgence. Modern stars like Chris Stapleton and Luke Combs have transformed its image while staying true to its origins and soul. Whilst artists like Taylor Swift and Beyoncé have helped blend Country's roots with other genres and influences, broadening its appeal.

That's the true power of a brand reset. Finding the truth. Sharpening it. And bringing it to life with creativity and originality. Or as Dolly said, finding out who you are. And doing it on purpose.

What Dolly Parton can teach brands

We officially became the Brand Reset Co. this week.

And to mark the moment, we hosted the Power of a Brand Reset event yesterday. 

Firstly, thanks to all our partners, clients, friends, and new friends, that came along. We hope you enjoyed it, and took plenty of insights away with you. 

Secondly, a huge thanks to our expert line up of brand speakers and panelists:

, CEO Glow London & Chair of The Marketing Academy’s Global Alumni Program

, Author of Rebrand Right and Founder of The Brand Strategy Academy

, Founder of Co:definery and Author of Market of One

The Power of a Brand Reset

Summer School has got to be our favourite week of the year.

Getting the next generation into the agency and giving them a taste of the industry just feels right. 

They had a diary packed week of workshops and talks covering everything: strategy, finance, creative, design, account management, AI and social. 

And they got hands on with a brief they were pretty passionate about: "Getting Financial Education into Schools". 

A huge thanks to everyone involved this year – our fifteenth summer school and they just keep getting better and better.

Our judges: 

 for opening their doors again this year.

Summer School 2025

Is consumer research still relevant in today’s environment?

Jamie joined the 

 podcast to dig into that very question - exploring the role of research in today’s brand world, where it helps, where it hinders, and why a bit of instinct still goes a long way

Featuring isobel's, Jamie Williams, plus Corbett Keeling's Marketing Director Sharon Cahill, ex Tesco, Samworth Brothers & Travis Perkins plc Commercial Director James Cornish, and Visionise Ltd's Associate Director David Wilkinson.

Hosted by the mighty Rob N M Iles.

Is Consumer Research still relevant

Once upon a time, brands were inevitable – thanks to big budgets, supermarket shelves, and a handful of media channels. But the game’s changed.

Fragmentation, low trust, and constant disruption mean the rules have been rewritten. So how do you build a brand that actually lasts?

Join us and ROAST in a couple of weeks, for a discussion about 'The Future of Brand Building'.

There'll be wise words from our very own James Appleby and our [ yellow tail ] Casella Family Brands client Kevin Chinn, plus ROAST's Lynsey Rollinson , AllSaints' Jay Safdar, System1 Beth Marchant & Sun Life's Vicky Brunwin.

Wed 16th July, 8.30am-11am
ROAST 1st Floor, 53 Frith St, London W1D 4SN

The Future of Brand Building

The land of the free. The home of the brave. And the dream of many, the world over.

“The shining city upon a hill”, as Ronald Reagan quoted.

From the Declaration of Independence, through the post-World War 2 era, and into today, Brand America and the Star-Spangled Banner has stood for freedom, liberty, and opportunity – the world’s centre point and conductor, built on economic strength, soft power and cultural influence.

The home of Hollywood, Disneyworld, Nike, BBQ, the NFL, The Empire State Building, and the Grand Canyon.

What a country to visit. What a country to emigrate to. What a country to invest in. To buy products from. To aspire to.

But over the past few months, this powerful and symbolic American brand is starting to unravel.

The policies and rhetoric of Donald Trump are changing how the world views America, and unlike his first term, the effects are becoming significantly more tangible.

America is no longer the reliable peacekeeper of global order. While the U.S. remains a NATO member, countries in Europe are now rapidly investing in their own military defences to compensate for this shift in leadership.

Meanwhile, the U.S. has drastically reduced its soft and cultural powers with the near-total gutting of USAID, an action that has ended seven decades of America’s leadership in development and diplomacy. As a result, China is moving quickly to fill the void left by the U.S. It’s a shift in global influence that raises serious questions about the future of Brand America.

Only time will tell how Chinese policy, and influence, will change the world’s cultural dynamics.

This is all in addition to the most talked about policies – Trump’s tariffs, which have weakened America’s economic influence, disrupted global trade, and led some investors to reconsider their dealings with the U.S.

So, in just 4 months, Trump’s impact on Brand America has been profound.

US tourism has been hit hard. Tourism Economics’ projected a 9% increase in international inbound travel to the U.S in 2025, but so far, numbers are way down.

The number of Brits crossing the Atlantic is down 14% YOY, German visits are down 24%, and amazingly, airline bookings from Canada to the U.S. are down 70% compared to the same period last year. This is in stark contrast to Trump’s first term, when US visitor numbers, including from Canada, didn’t fall.

Less visitors means a hit to the US economy, and a hit to jobs. Tangible brand related metrics.

And given the US hosts the Ryder Cup this year, the FIFA World Cup next year, and then the Olympics in 2028, these numbers and trends must be seriously worrying organisers.

America’s isolationist policies are also prompting a growth of patriotic consumerism elsewhere, which is bad news for Brand America, and for American brands.

Canada imported nearly $350 Billion of products from the US last year, more than any other country. But Trump’s polices have given huge momentum to the ‘Buy Canadian’ movement, and its sending ripples of concern through the executive offices of U.S. based consumer companies.

Jack Daniels and other American spirits have been pulled from many Canadian liquor stores, with a ‘Buy Canadian Instead’ message in their place. And sales of American products in Canada are universally down, across almost every category.

So, can Brand America survive three and a half years more of Trump?

Firstly, there is a question over this time frame.

If Trump can blow up the constitution and secure an unconstitutional 3rd term, his reign may continue. Or perhaps his policies can be continued and extrapolated by the likes of JD Vance. And if so, it’s safe to assume that U.S. brand likeability will continue to go down.

“America is an unfinished symphony”, as

Barack Obama quoted. This dip in brand fortune may just be a short movement.

Economic numbers could force enough Republican Senators to rebel, and block Trump’s tariff polices. And the Democrats could, in theory, win back the House in the midterms. Although in truth, The Dems have their own brand positioning issues to sort out.

If this change in US values is temporary, then theory suggests the strength and legacy of Brand America will mean it survives intact, shrugs off this dip, and bounces back with conviction. But, if this is the start of a new kind of America, then international opinions will surely shift more permanently, and the negative impact could continue to build.

“America is great because she is good. If America ceases to be good, America will cease to be great.”

If America ceases to uphold the values it was founded upon, it risks losing its claim to greatness.

Can Brand USA Survive Trump

We've been named one of Campaign's Best Places to Work.

A huge shoutout to the team for making isobel the weird, warm, one-of-a-kind place it is. And to Campaign, for reminding the industry that culture counts.

Now back to arguing over whether it’s a 'Taylor' or 'techno' kind of day.

What Dolly Parton can teach brands >

The Power of a Brand Reset >

Summer School 2025 >

Is Consumer Research still relevant >

The Future of Brand Building >

Can Brand USA Survive Trump >