Why do some big successful brands go bust?

Toast is back for a new series, taking a look at the decisions that often left investors burnt.

I'm Sean Farrington, a BBC business journalist. I'll be hearing about the hype.

They're going to do the deal that makes them the most money at that point of time.

And I'm picking what went wrong, talking to owners and employees to ask, what can we learn?

It was being undercut by similar rivals.

It just couldn't survive.

Toast. Listen first on BBC Sounds.

BBC Sounds, music, Radio, podcasts.

Hi, I'm Christy Young, here to let you know that Young again is back again from Christmas Day.

This time round, I'll be speaking to rock star Peek Doherty.

When we first got that record contract, we spent it all on new instruments and records, basically,

and we put the rest in cash in the fridge and we'd iron it every morning.

You'd iron the cash?

Yeah.

Because...

Just because it was ours and we could if we wanted.

Comedians Sarah Pascoe.

Something happened to be really embarrassing about 14 years ago and I remember thinking I hope no one ever finds out about this.

And my next thought was, I'm going to talk about it tonight.

Actor Chewetell Edgiofore.

And if I'd known then how much of a miracle it was, would that have made it actually harder

...