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The starting point in our own brand development was the principle of being a ‘Coach’. Its sports connotations sparked the idea of having a mascot.


'Bulldog Drummond' was a famous fictional detective character who appeared in novels, short stories, on the stage, in films, on radio and television, and in graphic novels from the 1920s to the 1960s.


With a shared family name, ‘Bulldog’ became my Grandfather's nickname and his nickname for me.


So the ‘Angry Bulldog’ has become the Campaign Coach mascot (and the Chinese brand name). A brand always needs to have a back story and ours comes from serendipity and sentiment.


Thanks Grandpa!

Stephen Drummond

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