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