The power of reinvention - The Clubhouse London

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The power of reinvention

Member in the Spotlight

An interview with Nicolette Robinson, Strategy Director of Mimo Brands

Tell us about your company.

Mimo Brands is a creative, nimble, entrepreneurial brand strategy consultancy that helps launch, mend or transform brands. We pride ourselves on solving the most challenging brand and business issues, with insightful strategies that deliver commercial results. This powerful mix of robust data analysis, sound reasoning and inspiring creativity helps organisations to grow.  Our people are all board level, client and agency-side experts in their fields. We are unusually easy to work with, fast and good value. From household names to early-stage businesses, we’ve worked with over 70 brands across diverse categories in multiple territories since our launch in 2012.

What has been your biggest success so far?

Two highlights stand out for me: launching Bombay Sapphire Gin, which reinvented the gin category and sold to Bacardi for £1.9bn, and launching Knowhow for Dixons Carphone (sales increased 300% in two years and the share price rose from 183p to 500p). Getting brilliant results from creative thinking is  what inspires me

What project are you most excited about right now?

We are currently working on a new brand strategy for Homebase to transform the customer experience and commercial performance. Major brand transformations  of household names are very rewarding, and this is fabulous opportunity to help  to resuscitate a tired brand on a mission  to re-connect with their customers.

How has being a member of The Clubhouse contributed to the success of your business?

It’s enabled us to work really flexibly across London, whilst having the credibility to host board level marketing discussions. Our clients love the environment and always want to  meet up here.

Where can members find you?

I love the light and space upstairs in both  The Clubhouse, Bank and Holborn Circus  but The Clubhouse, St James’s is a great central location and I love the quiet sofa  space in The Clublounge. I prefer to mix  my working week depending on the  location of our client meetings.


Quick Fire Round:

Favourite place to go in London?

Greenwich Park, you feel on top of the world and it has got the best views of London.

Who inspires you and why?

My late grandmother, she was a fearless  pioneer – a code and cipher expert, and world champion town crier! She taught me anything is possible if you stay focused on the end result.

Best bit of advice you’ve been given?

People are drawn to positive energy – you can achieve more with the carrot than the stick.

If you were on a desert island, what would you bring?

On a good day my family (we have feisty four-year-old twins and a lively teenager) or,  if I was solo, a small library of books and films so that I could catch up on all the brilliant creative talent I’ve missed.

Which super power would you like to have?

Telepathy – it would make uncovering  key consumer insights much faster.

What is the worst business ‘faux-pas’ you’ve committed?

I’m good with faces but not names. I once  asked Count Cinzano what he did for a living,  he was horrified I didn’t know who he was!

For more about Mimo Brands visit their website:

This article was originally featured in The Informer – May 2019. To read the full magazine please click here