Any business, regardless of its product, its size or its market, under-estimates the power of a brand at its peril.

As reported in today’s Birmingham Post, chef Glynn Purnell is relaunching his second city restaurant. It will be the third time he has tried to get the formula right.

The popular chef’s flagship restaurant, Purnell’s, goes from strength to strength, garnering critical acclaim and legions of fans.

So it was a surprise when Purnell chose not to celebrate his name – and therefore his reputation – when he originally opened The Asquith in Edgbaston. The name was inspired by the building’s historic connections and eschewed the moniker of one of the country’s most recognisable chefs.

When the restaurant moved to Newhall Street, Purnell’s name was again absent at the new-look Asquith.

Now the latest incarnation of the restaurant will be as Purnell’s Bistro. The celebrated name will be front and centre.

The past couple of years have been a learning curve for Purnell as he has grappled with his second outlet. But now that he has seen fit to champion his own powerful brand we trust a silver service will be resumed.