Opinion: From our Readers - Split with Sauce is just classic Ramsay

Gordon Ramsay got to where he is by being ruthless; his decision to split with Sauce Communications and bring in Freud Communications is just classic Ramsay (prweek.com/uk, 12 April).

The restaurant business is tough - especially in New York, where competition is fierce among restaurants.

What was needed then was an awareness of personal branding for Ramsay.

Not much of his personality made it into the restaurants nor was he on American TV stations.

Freuds will have to leverage what Ramsay does on screen. To be truly successful he might have to tap into the rawness of his persona in his personal brand.

Crucially, with the restaurants he will have to communicate the Ramsay brand to the dining population in London in the same way Cajenne in Belfast does for Paul Rankin and Jamie Oliver Restaurants does throughout the UK.

- Dara Bell, marketing communications (researcher), Ipsos Mori (from prweek.com).

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