OK..Decided not to be beaten and regrouped for a second go.
It is easy when you know how. I used a pair of "water pump pliers" to basically you push the bracket out. One side of the jaws on the rubber, the other on the bracket, loads and loads of lube and it works!!
The outside one is easiest with the wheel removed inside is a bit of a faff but all done now
Still the design is obviously very poor reading the number of people that have reported the same type of failure.
