Evan Davis is joined in the studio by top business guests to discuss the art of reviving brands and to chat about conferences. Like everyday products such as milk and bread, brands themselves have a shelf life. What was trendy and coveted a few years ago – or even a few weeks ago – can seem tired and stale now. Guests talk about reviving a brand and remaking old products for new consumers. What's at the top of the to-do list when moving in to carry out a brand refurbishment? Plus discussion about nostalgia value versus fresh thinking, and how fashionable brands survive in a crowded marketplace. The panel also chats about business conferences. Is jetting off somewhere to meet competitors and customers useful, or are those big gatherings just a boring waste of time? We'll go behind the scenes and find out what the guests really think about corporate events. Evan's guests are Rita Clifton, chairman of Interbrand; Rupert Gavin, chief executive of cinema chain Odeon; and Crispin Tweddell, founder and chairman of Piper Private Equity.