Prof John Deighton escaping from the usual Harvard pointy head trap to explain how Quaker managed to lose more than a billion dollars on Snapple in four years. The play and frivolity at the heart of Snapple stood no chance in Quaker’s corridors. It wasn’t a story Quaker could ever tell - unlike Gatorade, so attuned to the achievement / performance ethos.  First criteria then: is there a home for soul of this brand, and not just its sales.

It’s gradually becoming easier. Cars and bags for a start.