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The danger of ditching distinctive brand assets: Mr Kipling - brandgym
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Mr Kipling: “Exceedingly good cakes” catchphrase ditched in £20million brand makeover - Mirror Online
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Mr Kipling rubbishes claims it has dropped 'exceedingly good' slogan – Marketing Week
Mr Kipling to ditch famous 'good cake' catchphrase after 47 years | Daily Mail Online
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Is Mr Kipling mad to ditch a 46 year old slogan? - brandgym
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