Michael Campion: So let's dive into the brand protocols, Bob. You've got 12 brand protocols that you've developed at Fresh Britain. Each one has its place. Protocol number one - thoughts and feelings. Can you go a little bit deeper on the thoughts and feelings brand protocol for me.

Bob Sheard: So thoughts and feelings are the first protocol. It's really important when we're designing a brand, that we understand we're in both the thoughts and the feelings business. We're in the facts and the beliefs business. We feel seven times quicker than we think and really it's beliefs that shape what we feel and it's facts that shape how we think, and it's all about changing behaviour. What's really important is we understand that. For example, the work we've done with the LVMH group is we know we're selling luxury, so we know we're thinking luxury when we're buying those products, but actually we're feeling status. The emotion that we're selling, the feeling that we're selling, is status. When we're selling a luxury product, we're selling the idea of a conspicuous presentation of wealth that basically, is Darwinist in its origins. It's 'I am a good hunter, your children will not go hungry with me, procreate with me'. That's effectively what we're saying when we're buying luxury, and so we need to understand that we're selling thoughts and feelings. So Vuitton, thinking luxury, feeling status. Where it becomes really important in the annals of human history is when it shapes political brands. So the one you know love him or hate him and I particularly didn't like much of what he said, but how he said it. He said it in a way that shaped feelings which was Donald Trump. He said things that shaped how people feel, whilst Hillary said things that shaped how people thought, and so really understanding the difference between a prose that makes us feel and words that makes us think is really important and can change, sometimes for the worse, the trajectory of human evolution and human progress. So that's how important it is to get the idea of thoughts and feelings right.

Michael Campion: To double click on what you said about LVMH. I think the most obvious example is the monogram tote bag. When a woman wears the monogram tote bag around town, it says something about her. The same way a man driving a Range Rover it says something about him versus the person that's driving a Lamborghini. Can you think of any other examples of brands that either you've worked with or haven't worked with that you think do a really good job of this thinking and feeling protocol?

Bob Sheard: It's important to understand that when we're wearing a brand, when we're wearing a label, what we're actually doing is we're having a conversation with everybody that sees us that day that we're not going to talk to. So if a consumer is walking around wearing a Vuitton tote bag or a consumer's wearing a Ralph Lauren Polo, they're saying a number of different things to people that they're not going to talk to. The most obvious one is 'I can afford to shell out 600 quid on a bag' or 120 quid on a polo when there are cheaper options available. So there's a very basic piece of communication that then gets nuanced into 'i'm into classic French design cues' or into American lifestyle. But those are both things that shape our expression of feelings, what we feel about the world.

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