Author of 12 books and an expert on everything to do with branding, Jonathan Gabay is one of the most respected names in the world of marketing.

When he’s not writing influential books Jonathan travels the world spreading his knowledge on marketing, branding and communications.

This week I spoke to Jonathan about the re-launching of our favourite chocolate brands, how internet only players can compete with established names online and managing online reputation.

What do you think of Mars, Nestle and Cadbury’s bringing back old confectionery brands such as Marathon, Wispa and Opal Fruits?
The ancient Greeks had a term:  νόστος = nostos = returning home, and άλγος = algos = pain/longing .

The power of nostalgia in branding is one never to be underestimated.  However, FMCG companies have to be careful of the time between relaunching brands.  You can’t reintroduce a chocolate bar for nostalgia’s sake if it was only off the market for a question of a few years.

Snickers is renaming to Marathon for a limited period. Do you think there is a risk of confusing a generation of young people not familiar with Marathon, or is the logo and branding on the packet stronger than the name?
The trouble with reverting to an old brand name and then going back to a new one is that it shows a lack of confidence in a brand:  My opinion? Stay in for the long race not just a quick Marathon.

Cadbury’s brought back Wispa in response to several online petitions. What do you think is the primary motivation for people to join Facebook groups such as ‘Bring Back Wispa’?
Fun, nostalgia and sense of the consumer having a say in a much-loved brand.

An online petition has brought a brand back but do you think the internet generation will ever create a FMCG product? Will we see online petitions like ‘the campaign for Banana flavour KitKat’?
A brand leader is like a conductor of an orchestra.  If he (or she) totally dismisses out of hand what the audience wants, they could end up conducting nothing more than a one-man Penny Flute.

YouTube is one of my favourite internet brands. The word ‘tube’, which itself has connotations to traditional TV sets, is appropriately enclosed in an TV shaped box, ‘You’ adds a sense of personalisation, and the tagline ‘broadcast yourself’ says it all in two words. What’s your favourite internet only brand and why?
Google.  It is useful, distinctive and even has the accolade of being a verb in the Oxford dictionary. I also like Leonbaileygreen.com.  Fun, informative and sharp why thank you!.

What can internet only brands do to compete with online offerings from established bricks and mortar competitors?
The question should be reversed.  Give it ten years and most of the high street will be on the Wi-Fi street.

Do you think big brands are actively doing enough to achieve positive first page results on Google for their brand names?
I hope so - I teach a lot of them how to achieve that aim!

With universal search Google now shows news results alongside some brand name searches, making online reputation management more important than ever. Is reading a bad news story on a brand, when you’ve searched for it, more damaging than coming across the bad news story in a newspaper, or is it the same?
Someone famously said that “all publicity is good publicity” That’s not necessarily true, especially on the web.  Brands receiving bad PR could always be consoled by the PR men saying “today’s news is tomorrow’s fish and chip wrapping paper.” Pieces on the web linger much longer and because people read in short bursts on the web, they sometimes see the bad news headlines and just take it as read, rather than delve to find out more of the real truth behind the story.

And finally, what do you think is the next big trend in the world of branding?
More personalization and more permission based intrusion. That includes everything from the world of technology with customizable computers and interactive video ads on the go, to FMCG chocolate bars that come in banana flavours.

See more about Jonathan Gabay on the Brand Forensics website.