Keep your brand values under constant review

Many brands have a long history that should be celebrated. But how that history is presented should remain under review. For example, earlier this year Maison Ferrand announced that it will rename its Plantation Rum brand to support racial equality in light of recent events.

Founder Alexandre Gabriel originally named the brand ‘Plantation’ due to its meaning – a large farm. Gabriel grew up on a farm and founded family business Maison Ferrand, which also produces Cognac, in 1989. However, the death of George Floyd prompted Gabriel to reassess the connotations of the brand, explaining that it had led to an “evolution” of the brand’s name. The new name for the brand is yet to be announced.