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Its 2012 investment prospectus was all suits, cigars, guns, sports cars and models in short skirts, and its consumer advertising was possibly even worse. Did the Moa brand’s dodgy attitude to women contribute to its huge losses? The middle of the road can wind up being a risky place for a business. Typically a conservative approach, it’s where a brand avoids the extreme or dedicated ends of the market to target a broad swathe of malleable consumers. The problem is, without a vivid identity, it can be hard to stand out against your competitors. Moa sat in the middle of the road, but it actually did stand out – only for all the wrong reasons.

United statesNew zealandMolly jonesWill smithGeoff rossKathleen kuehnAston martinsGareth hughesVictoria universityMoa groupLion redஒன்றுபட்டது மாநிலங்களில்புதியது ஜீலாந்துமாலீ ஜோன்ஸ்விருப்பம் ஸ்மித்ஜியோஃப் ரோஸ்