Bob Sheard: The emotional effect of Partner is that of support. We get that from positioning the brand in a place of affinity, with the rituals of unity, of being in it together, and the rituals of kinship. The rational values that this brand uses as a platform are that it's straightforward, that it's supportive and that it's dependable. The emotional values are that this is a brand of loyalty, of compassion, of generosity. What this brand stands for is togetherness and what it stands against is loneliness, and it's that two components of standing for togetherness and against loneliness that brings with it a great depth of charisma.

We find this culturally in some of the most amazing films and stories. It's Butch Cassidy in The Sundance Kid, it's Thelma and Louise, which is effectively the same film but with women. It's Samwise Gamgee in Lord of the Rings, it's Dory in Finding Nemo, it's Annie in Bridesmaids and it's Woody in Toy Story. And this is a brand that uses narratives of going beyond distinctions. It's about attachment, it's about shared experience, it's about being the sum rather than the part. It's about rituals of togetherness and it's about bonds of trust, and we see that in the campaign 'We All Belong' for Airbnb. We see it very much in Coca-Cola, teaching the world to sing in perfect harmony. It's in J Crew, it's in Vodafone and it's very much, 'we're all in it together' with the black horses in Lloyds Bank.

So it's a really, really potent brand system when you're trying to engender a sense of support and a sense of togetherness.

Michael Campion: Is that a brand code that you think has been more in demand in the last few years, given all the things that we said earlier about Gen Z's set of values? Perhaps the isolation and force through the pandemic, or am I reading too much into it?

Bob Sheard: No, I think you're spot on. I think Coca-Cola came out with we're teaching the world to sing in perfect harmony during the Vietnam War. They came out with, was it Mad Jack Green? During the race riots in America. So they came out with counterpoints to what was happening in culture and in politics and they were really really important counterpoints that people rallied around and have become sort of totemic in Coke's history. So I think, yeah, you're right, you're bang on.