The Brands Lectures
The 22nd Brands Lecture
Building Blockbusters: From M&M’s to Pedigree, and Beyond Products to Services
Grant F Reid
What really makes a brand unforgettable? Is it a flash of cultural magic, a campaign that shifts generations, or something deeper, woven into the way businesses are built? In a world of fleeting platforms and shifting consumer habits, the answer matters more than ever.
Few leaders know this better than Grant F. Reid. Over a 34-year career at Mars, he helped steer household names including M&Ms, Snickers, Galaxy, Dolmio, Pedigree, Royal Canin and Whiskas to new heights.
As CEO, he grew sales by more than 50% to over $45 billion, expanded the workforce to...
Past Lectures
Since the year 2000, the annual Brands Lecture, delivered by leading figures in their field, has been a popular event in our members’ year. Each lecturer has focused on a different aspect of branding or its effects. The following gives a taste of each lecture but you can read the full version by clicking on the links to download transcripts of the event.
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The 3rd Brands Lecture
100% Marketing
Rob Malcolm, Diageo
This lecture, given in June 2003 by Rob Malcolm, President of Global Marketing, Sales and Innovation at Diageo, provides practical advice on how to build the reputation of marketing within organisations. Taking Lord Leverhulme’s famous quote as his theme (“Half of what I spend is wasted. The trouble is, I just don’t know which half”), Rob provides suggestions on how to gain company buy-in to marketing, build marketing professionalism and establish accountability. It’s all about moving from 50% to 100% marketing.
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The 2nd Brands Lecture
Posh Spice and Persil
Jeremy Bullmore, WPP
The second Brands Lecture, given by Jeremy Bullmore of WPP Group in December 2001, looked at the forces that create brands in people’s minds. He uses the analogy of birds building nests with scraps and straws. The trouble is, not all of the “scraps and straws” that build brands are under the control of the company. This is essential and entertaining reading for anyone seeking to understand brands.
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The inaugural Brands Lecture
Are brands good for Britain?
Tim Ambler, London Business School
The inaugural brands lecture was given by Tim Ambler of the London Business School. From explaining what brands are to describing their consumer, business and economic value, Tim provides the essential primer on branding. He analyses the UK’s record of brand building, suggesting a number of ways in which we could become better. For anyone wishing an overview of brands and their importance, this is the place to start.