[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:11.30,0:00:12.78,Default,,0000,0000,0000,,I love Greece.
Dialogue: 0,0:00:12.78,0:00:17.54,Default,,0000,0000,0000,,And I read ancient Greek\Nand Latin at university.
Dialogue: 0,0:00:17.54,0:00:20.01,Default,,0000,0000,0000,,And then of course\NI proceeded to go into a career
Dialogue: 0,0:00:20.01,0:00:22.56,Default,,0000,0000,0000,,that had absolutely\Nnothing to do with those.
Dialogue: 0,0:00:22.56,0:00:25.29,Default,,0000,0000,0000,,What it has enabled me\Nto do is to be incredibly
Dialogue: 0,0:00:25.29,0:00:29.01,Default,,0000,0000,0000,,annoying and pedantic\Nabout spelling and grammar.
Dialogue: 0,0:00:29.01,0:00:31.80,Default,,0000,0000,0000,,And also, at least,\Nwhen we are on holiday with the family
Dialogue: 0,0:00:31.80,0:00:34.08,Default,,0000,0000,0000,,I can read some of the signs in Greek.
Dialogue: 0,0:00:34.41,0:00:38.38,Default,,0000,0000,0000,,But I have to say I never imagined\Nthat my student-self,
Dialogue: 0,0:00:38.38,0:00:40.29,Default,,0000,0000,0000,,my grown-up self would actually be able
Dialogue: 0,0:00:40.29,0:00:43.06,Default,,0000,0000,0000,,to find some sort of accommodation.
Dialogue: 0,0:00:43.06,0:00:45.58,Default,,0000,0000,0000,,And I'll explain\Nwhat I mean by that, I hope,
Dialogue: 0,0:00:45.58,0:00:47.69,Default,,0000,0000,0000,,over the next few minutes.
Dialogue: 0,0:00:48.58,0:00:50.70,Default,,0000,0000,0000,,I'll also explain what I mean by
Dialogue: 0,0:00:50.70,0:00:53.07,Default,,0000,0000,0000,,including this gentleman here,
Dialogue: 0,0:00:53.07,0:00:56.29,Default,,0000,0000,0000,,whom I'm sure you recognize,\Nbut this is Pericles.
Dialogue: 0,0:00:56.86,0:00:59.17,Default,,0000,0000,0000,,And Pericles was one of the earliest
Dialogue: 0,0:00:59.17,0:01:03.39,Default,,0000,0000,0000,,and most successful democratic\Nleaders in ancient Greece.
Dialogue: 0,0:01:04.06,0:01:07.06,Default,,0000,0000,0000,,It is very difficult to find a sculpture,
Dialogue: 0,0:01:07.06,0:01:10.34,Default,,0000,0000,0000,,or a statue of Pericles\Nwithout this helmet on.
Dialogue: 0,0:01:10.72,0:01:14.63,Default,,0000,0000,0000,,And actually, this helmet\Nwas a symbol of his position.
Dialogue: 0,0:01:14.81,0:01:16.53,Default,,0000,0000,0000,,But actually, the rumor was
Dialogue: 0,0:01:16.53,0:01:19.54,Default,,0000,0000,0000,,it was because he had weird-shaped head.
Dialogue: 0,0:01:20.23,0:01:23.23,Default,,0000,0000,0000,,But nevertheless,\Nit was a very strong branded look.
Dialogue: 0,0:01:23.23,0:01:25.68,Default,,0000,0000,0000,,So I suppose you could say\Nthat about it, too.
Dialogue: 0,0:01:25.68,0:01:28.13,Default,,0000,0000,0000,,But actually, on a more serious note,
Dialogue: 0,0:01:28.13,0:01:31.72,Default,,0000,0000,0000,,what was interesting about\Nancient Greek democracy was,
Dialogue: 0,0:01:31.72,0:01:34.28,Default,,0000,0000,0000,,of course, it was a direct democracy.
Dialogue: 0,0:01:34.28,0:01:37.90,Default,,0000,0000,0000,,People expected to get involved\Nin a whole range of issues.
Dialogue: 0,0:01:37.90,0:01:41.20,Default,,0000,0000,0000,,It wasn't just about one vote\Nevery few years
Dialogue: 0,0:01:41.20,0:01:44.67,Default,,0000,0000,0000,,and representing people for that time.
Dialogue: 0,0:01:44.67,0:01:47.09,Default,,0000,0000,0000,,So maybe there are some\Ninteresting parallels
Dialogue: 0,0:01:47.09,0:01:50.33,Default,,0000,0000,0000,,for our conversations\Nand our democracy today.
Dialogue: 0,0:01:50.100,0:01:53.10,Default,,0000,0000,0000,,But when it comes to that democracy,
Dialogue: 0,0:01:53.10,0:01:56.45,Default,,0000,0000,0000,,at the moment democracy has a bad rep.
Dialogue: 0,0:01:56.90,0:01:58.98,Default,,0000,0000,0000,,A bit of a bad reputation.
Dialogue: 0,0:01:58.98,0:02:02.04,Default,,0000,0000,0000,,Whether or not that's about wars,\Nor whether it's failure
Dialogue: 0,0:02:02.04,0:02:04.46,Default,,0000,0000,0000,,to tackle issues like climate change,
Dialogue: 0,0:02:04.46,0:02:07.19,Default,,0000,0000,0000,,whether or not it's attached\Nto democracy's difficulty
Dialogue: 0,0:02:07.19,0:02:11.47,Default,,0000,0000,0000,,of getting people to vote\Nfor pain rather than pleasure
Dialogue: 0,0:02:11.47,0:02:13.19,Default,,0000,0000,0000,,at the moment.
Dialogue: 0,0:02:13.19,0:02:16.09,Default,,0000,0000,0000,,I guess what we all want is for\Ndemocracy to really succeed.
Dialogue: 0,0:02:16.09,0:02:17.92,Default,,0000,0000,0000,,Because that,\NI think we'd all believe,
Dialogue: 0,0:02:17.92,0:02:20.22,Default,,0000,0000,0000,,is the way to get people\Nto live healthier,
Dialogue: 0,0:02:20.22,0:02:24.32,Default,,0000,0000,0000,,happier, more productive, safer lives.
Dialogue: 0,0:02:25.66,0:02:29.66,Default,,0000,0000,0000,,Now what good branding does,\Nis it does manage to connect with people
Dialogue: 0,0:02:29.68,0:02:32.53,Default,,0000,0000,0000,,to touch people on their daily lives.
Dialogue: 0,0:02:32.53,0:02:34.24,Default,,0000,0000,0000,,And I know what you might say,
Dialogue: 0,0:02:34.24,0:02:37.11,Default,,0000,0000,0000,,buying a household brand\Nis not exactly the same
Dialogue: 0,0:02:37.11,0:02:40.75,Default,,0000,0000,0000,,as voting for someone\Nwho's going to represent your life.
Dialogue: 0,0:02:40.75,0:02:43.45,Default,,0000,0000,0000,,It's on a rather different level.
Dialogue: 0,0:02:44.16,0:02:47.44,Default,,0000,0000,0000,,However, because brands\Ndo manage to touch people
Dialogue: 0,0:02:47.44,0:02:49.24,Default,,0000,0000,0000,,across boundaries, and by the way
Dialogue: 0,0:02:49.24,0:02:51.77,Default,,0000,0000,0000,,I'm talking about brands\Nthat can be in any sector.
Dialogue: 0,0:02:51.77,0:02:54.51,Default,,0000,0000,0000,,It can be retail, it can be corporate,\Nit can be product,
Dialogue: 0,0:02:54.51,0:02:57.29,Default,,0000,0000,0000,,it can of course be not-for-profit.
Dialogue: 0,0:02:57.29,0:02:59.29,Default,,0000,0000,0000,,And often when people talk about brands,
Dialogue: 0,0:02:59.29,0:03:01.32,Default,,0000,0000,0000,,they can forget that some of the world's
Dialogue: 0,0:03:01.32,0:03:03.65,Default,,0000,0000,0000,,most powerful brands,\Nmost influential brands,
Dialogue: 0,0:03:03.65,0:03:06.35,Default,,0000,0000,0000,,are in the not-for-profit sector.
Dialogue: 0,0:03:06.35,0:03:10.20,Default,,0000,0000,0000,,Because when I talk about brands,\NI'm not just talking about
Dialogue: 0,0:03:10.20,0:03:12.32,Default,,0000,0000,0000,,the top bit, the logo.
Dialogue: 0,0:03:12.32,0:03:14.86,Default,,0000,0000,0000,,I mean frankly, the week doesn't go past
Dialogue: 0,0:03:14.86,0:03:17.13,Default,,0000,0000,0000,,if we see silly headlines about you know,
Dialogue: 0,0:03:17.13,0:03:21.05,Default,,0000,0000,0000,,this company has been renamed\Nthat cost 50 million pounds.
Dialogue: 0,0:03:21.05,0:03:23.95,Default,,0000,0000,0000,,And frankly, if any of those\Namounts had been true,
Dialogue: 0,0:03:23.95,0:03:27.32,Default,,0000,0000,0000,,I'd have retired to the Caribbean\Na long time ago.
Dialogue: 0,0:03:27.32,0:03:29.55,Default,,0000,0000,0000,,But it's so easy for people\Nto get distracted by
Dialogue: 0,0:03:29.55,0:03:30.93,Default,,0000,0000,0000,,the top bit of branding.
Dialogue: 0,0:03:30.93,0:03:32.52,Default,,0000,0000,0000,,You know the name, and the logo,
Dialogue: 0,0:03:32.52,0:03:34.57,Default,,0000,0000,0000,,and the packaging, and everything else.
Dialogue: 0,0:03:34.57,0:03:37.71,Default,,0000,0000,0000,,And I have to say, that working\Nsometimes with political parties,
Dialogue: 0,0:03:37.71,0:03:39.34,Default,,0000,0000,0000,,when you talk about re-branding,
Dialogue: 0,0:03:39.34,0:03:42.25,Default,,0000,0000,0000,,what they really mean\Nis could you give us a new squiggle,
Dialogue: 0,0:03:42.25,0:03:44.15,Default,,0000,0000,0000,,and could you give us a new slogan?
Dialogue: 0,0:03:44.15,0:03:46.15,Default,,0000,0000,0000,,What makes good brands really work
Dialogue: 0,0:03:46.15,0:03:48.49,Default,,0000,0000,0000,,is the substance that lies beneath.
Dialogue: 0,0:03:48.49,0:03:50.73,Default,,0000,0000,0000,,You know, the shared vision.
Dialogue: 0,0:03:50.73,0:03:52.31,Default,,0000,0000,0000,,And the minute you start talking
Dialogue: 0,0:03:52.31,0:03:54.91,Default,,0000,0000,0000,,about that substance and shared vision,
Dialogue: 0,0:03:54.91,0:03:58.44,Default,,0000,0000,0000,,you might start thinking about\Nsome issues with democracy,
Dialogue: 0,0:03:58.44,0:04:01.20,Default,,0000,0000,0000,,is there a shared vision for democracy?
Dialogue: 0,0:04:01.20,0:04:05.82,Default,,0000,0000,0000,,And certainly from what I've seen so far,\Nmaybe there isn't.
Dialogue: 0,0:04:05.82,0:04:09.07,Default,,0000,0000,0000,,Now, if branding has got some challenges,
Dialogue: 0,0:04:09.38,0:04:11.94,Default,,0000,0000,0000,,then, democracy has, too.
Dialogue: 0,0:04:11.94,0:04:15.55,Default,,0000,0000,0000,,And just on the challenges for branding,
Dialogue: 0,0:04:15.55,0:04:18.84,Default,,0000,0000,0000,,I talked about some headlines\Nbut also this book,
Dialogue: 0,0:04:18.84,0:04:21.91,Default,,0000,0000,0000,,for example, became a bestseller.
Dialogue: 0,0:04:23.65,0:04:26.38,Default,,0000,0000,0000,,What I'd like to say,\Nand it was interesting that
Dialogue: 0,0:04:26.38,0:04:32.03,Default,,0000,0000,0000,,"The Economist" ran this front cover,\Nin retort to some of the books
Dialogue: 0,0:04:32.03,0:04:34.10,Default,,0000,0000,0000,,that have been written on the subject.
Dialogue: 0,0:04:34.10,0:04:36.68,Default,,0000,0000,0000,,It was basically talking\Nabout pro-logo, that actually
Dialogue: 0,0:04:36.68,0:04:41.47,Default,,0000,0000,0000,,branding is a very successful,\Nsustainable engine for economies.
Dialogue: 0,0:04:41.99,0:04:44.84,Default,,0000,0000,0000,,And what's more, sometimes people\Nunderestimate this,
Dialogue: 0,0:04:44.84,0:04:46.32,Default,,0000,0000,0000,,if you've got a strong brand,
Dialogue: 0,0:04:46.32,0:04:47.84,Default,,0000,0000,0000,,you've got a loyal customer.
Dialogue: 0,0:04:47.84,0:04:49.50,Default,,0000,0000,0000,,If you've got a loyal customer,
Dialogue: 0,0:04:49.50,0:04:52.46,Default,,0000,0000,0000,,that means more security of earnings,\Nmore security of income,
Dialogue: 0,0:04:52.46,0:04:54.57,Default,,0000,0000,0000,,and actually more security of employment.
Dialogue: 0,0:04:54.57,0:04:57.28,Default,,0000,0000,0000,,And that in itself\Nis quite an important issue.
Dialogue: 0,0:04:57.28,0:04:59.71,Default,,0000,0000,0000,,And what's more,\Nis strongly-branded organizations
Dialogue: 0,0:04:59.71,0:05:01.75,Default,,0000,0000,0000,,got a reputation to protect.
Dialogue: 0,0:05:01.75,0:05:04.96,Default,,0000,0000,0000,,So they're likely to try\Nand do the right thing.
Dialogue: 0,0:05:04.96,0:05:07.58,Default,,0000,0000,0000,,However, I guess\Nthe thing that you'd also say
Dialogue: 0,0:05:07.58,0:05:09.88,Default,,0000,0000,0000,,is that in today's digital age,
Dialogue: 0,0:05:09.88,0:05:11.83,Default,,0000,0000,0000,,unless you are doing the right thing,
Dialogue: 0,0:05:11.83,0:05:13.51,Default,,0000,0000,0000,,unless you are who you say you are,
Dialogue: 0,0:05:13.51,0:05:15.68,Default,,0000,0000,0000,,and you do what you say\Nyou're going to do,
Dialogue: 0,0:05:15.68,0:05:18.02,Default,,0000,0000,0000,,you'll get found out,\Nwith a speed and a scale
Dialogue: 0,0:05:18.02,0:05:19.88,Default,,0000,0000,0000,,that will take your breath away.
Dialogue: 0,0:05:19.88,0:05:23.82,Default,,0000,0000,0000,,And the same with political parties,\Nand also political leaders.
Dialogue: 0,0:05:23.82,0:05:26.35,Default,,0000,0000,0000,,So absolutely, beware.
Dialogue: 0,0:05:28.41,0:05:31.17,Default,,0000,0000,0000,,Now there are some learnings in my view,
Dialogue: 0,0:05:31.17,0:05:35.45,Default,,0000,0000,0000,,because brands can connect with people,\Nget them to vote for people every day,
Dialogue: 0,0:05:35.45,0:05:37.92,Default,,0000,0000,0000,,either in their purchases,\Nor their influence.
Dialogue: 0,0:05:37.92,0:05:40.68,Default,,0000,0000,0000,,I just want to use an example of that.
Dialogue: 0,0:05:42.19,0:05:45.81,Default,,0000,0000,0000,,What was so interesting\Nin some of the latest elections
Dialogue: 0,0:05:45.81,0:05:49.56,Default,,0000,0000,0000,,in Greece or in France,\Nis again how difficult it is
Dialogue: 0,0:05:49.56,0:05:53.38,Default,,0000,0000,0000,,to get the people to vote\Nfor difficult things.
Dialogue: 0,0:05:53.75,0:05:58.47,Default,,0000,0000,0000,,And the temptation so often,\Nin politics, and in parties,
Dialogue: 0,0:05:58.47,0:06:00.81,Default,,0000,0000,0000,,is to do equivalent of a BOGOF.
Dialogue: 0,0:06:00.81,0:06:02.46,Default,,0000,0000,0000,,Have you heard of BOGOF?
Dialogue: 0,0:06:02.46,0:06:04.62,Default,,0000,0000,0000,,Buy one get one free.
Dialogue: 0,0:06:04.62,0:06:06.35,Default,,0000,0000,0000,,So coming up to elections
Dialogue: 0,0:06:06.35,0:06:09.28,Default,,0000,0000,0000,,and what political parties\Nstart saying is, retire at 50?
Dialogue: 0,0:06:09.28,0:06:12.40,Default,,0000,0000,0000,,Absolutely. We'll have that\Nsupermarket special offer.
Dialogue: 0,0:06:12.40,0:06:14.93,Default,,0000,0000,0000,,Do you want to, you know,\Nget a full pension, etc?
Dialogue: 0,0:06:14.93,0:06:16.76,Default,,0000,0000,0000,,Absolutely, we'll do that.
Dialogue: 0,0:06:16.76,0:06:20.29,Default,,0000,0000,0000,,So, politicians privately say,\N"Oh my goodness,
Dialogue: 0,0:06:20.29,0:06:23.59,Default,,0000,0000,0000,,we know that we're promising\Nthings that we can't deliver
Dialogue: 0,0:06:23.59,0:06:25.09,Default,,0000,0000,0000,,and can't afford to deliver,
Dialogue: 0,0:06:25.09,0:06:26.75,Default,,0000,0000,0000,,but we do need to get voted in."
Dialogue: 0,0:06:26.75,0:06:28.76,Default,,0000,0000,0000,,It's a very compromising thing.
Dialogue: 0,0:06:28.76,0:06:31.56,Default,,0000,0000,0000,,And what's more,\Nwhen they can't deliver at a later date,
Dialogue: 0,0:06:31.56,0:06:33.26,Default,,0000,0000,0000,,that makes people rather cynical,
Dialogue: 0,0:06:33.26,0:06:35.57,Default,,0000,0000,0000,,and not supportive of politics,
Dialogue: 0,0:06:35.57,0:06:39.22,Default,,0000,0000,0000,,and the temptation to make\Npromises that you can't keep.
Dialogue: 0,0:06:39.22,0:06:42.88,Default,,0000,0000,0000,,Not a great commercial,\Noften for democracy.
Dialogue: 0,0:06:43.43,0:06:47.44,Default,,0000,0000,0000,,Now I'm just going to talk\Nbriefly about this very strong brand here.
Dialogue: 0,0:06:48.10,0:06:51.40,Default,,0000,0000,0000,,Apple hardly ever discounts,\Nit doesn't do deals,
Dialogue: 0,0:06:51.40,0:06:54.67,Default,,0000,0000,0000,,it's very engaging with its consumers,
Dialogue: 0,0:06:54.67,0:06:57.65,Default,,0000,0000,0000,,and with apologies to a previous speaker,
Dialogue: 0,0:06:57.68,0:07:00.30,Default,,0000,0000,0000,,it does have a strong vision.
Dialogue: 0,0:07:00.30,0:07:04.30,Default,,0000,0000,0000,,It talks about, man shall not be\Nsubordinate to machine.
Dialogue: 0,0:07:04.30,0:07:06.78,Default,,0000,0000,0000,,And it's easy to be cynical\Nabout this kind of stuff,
Dialogue: 0,0:07:06.78,0:07:08.34,Default,,0000,0000,0000,,and actually in the UK sometimes
Dialogue: 0,0:07:08.34,0:07:10.90,Default,,0000,0000,0000,,we've elevated cynicism to a fine art.
Dialogue: 0,0:07:11.24,0:07:14.07,Default,,0000,0000,0000,,On the other hand, it really\Ndoes connect with people,
Dialogue: 0,0:07:14.07,0:07:16.58,Default,,0000,0000,0000,,it really has engaged with people.
Dialogue: 0,0:07:16.58,0:07:18.79,Default,,0000,0000,0000,,And what's more of course,\NApple had a leader
Dialogue: 0,0:07:18.79,0:07:22.24,Default,,0000,0000,0000,,who enthralled enough consumers
Dialogue: 0,0:07:22.24,0:07:25.35,Default,,0000,0000,0000,,to vote for Apple to make it the world's\Nmost valuable company.
Dialogue: 0,0:07:25.35,0:07:28.12,Default,,0000,0000,0000,,And that's despite the fact\Nthat it's incredibly expensive,
Dialogue: 0,0:07:28.12,0:07:29.80,Default,,0000,0000,0000,,relatively speaking.
Dialogue: 0,0:07:29.80,0:07:33.02,Default,,0000,0000,0000,,It occasionally makes mistakes,\Nand whisper it,
Dialogue: 0,0:07:33.02,0:07:36.29,Default,,0000,0000,0000,,occasionally it can be\Na little bit arrogant.
Dialogue: 0,0:07:36.29,0:07:40.07,Default,,0000,0000,0000,,So, I don't think\Nwe'd say that Apple employees
Dialogue: 0,0:07:40.07,0:07:43.18,Default,,0000,0000,0000,,felt that it was particularly democratic.
Dialogue: 0,0:07:44.44,0:07:49.30,Default,,0000,0000,0000,,But what we would say though,\Nif you just looked in a market place,
Dialogue: 0,0:07:49.30,0:07:52.24,Default,,0000,0000,0000,,at what's happening here,
Dialogue: 0,0:07:52.24,0:07:54.01,Default,,0000,0000,0000,,so you look at these declines,
Dialogue: 0,0:07:54.01,0:07:58.42,Default,,0000,0000,0000,,even if those are little blip at the end\Nof some of these graphs,
Dialogue: 0,0:07:58.42,0:07:59.92,Default,,0000,0000,0000,,and you would say,
Dialogue: 0,0:07:59.92,0:08:02.49,Default,,0000,0000,0000,,"Hm, you need a bit of innovation,
Dialogue: 0,0:08:02.49,0:08:05.09,Default,,0000,0000,0000,,you need some radical, strategic input,
Dialogue: 0,0:08:05.09,0:08:07.84,Default,,0000,0000,0000,,you need some new brands,\Nfor goodness sake."
Dialogue: 0,0:08:08.46,0:08:11.77,Default,,0000,0000,0000,,And again, these are the numbers\Nof people who are not voting.
Dialogue: 0,0:08:11.80,0:08:13.20,Default,,0000,0000,0000,,This is the decline
Dialogue: 0,0:08:13.20,0:08:15.83,Default,,0000,0000,0000,,in numbers of voters just across the UK,
Dialogue: 0,0:08:15.83,0:08:18.16,Default,,0000,0000,0000,,and across the USA.
Dialogue: 0,0:08:18.83,0:08:21.24,Default,,0000,0000,0000,,So clearly, we need to do something.
Dialogue: 0,0:08:21.24,0:08:23.90,Default,,0000,0000,0000,,No wonder people are disengaged.
Dialogue: 0,0:08:23.90,0:08:26.16,Default,,0000,0000,0000,,No wonder people are disengaged.
Dialogue: 0,0:08:26.34,0:08:28.85,Default,,0000,0000,0000,,Because of course,\Nyou can only vote for people
Dialogue: 0,0:08:28.85,0:08:30.76,Default,,0000,0000,0000,,every few years.
Dialogue: 0,0:08:30.76,0:08:32.54,Default,,0000,0000,0000,,You can't make your views felt
Dialogue: 0,0:08:32.54,0:08:34.45,Default,,0000,0000,0000,,you can't make your views count,
Dialogue: 0,0:08:34.45,0:08:38.03,Default,,0000,0000,0000,,in a democratic process,\Nmore often than that.
Dialogue: 0,0:08:38.41,0:08:41.40,Default,,0000,0000,0000,,And that again,\Ncompared with what you can do
Dialogue: 0,0:08:41.40,0:08:43.40,Default,,0000,0000,0000,,in the commercial space these days,
Dialogue: 0,0:08:43.40,0:08:46.20,Default,,0000,0000,0000,,you can shape brands,\Nyou can make your views felt,
Dialogue: 0,0:08:46.20,0:08:49.05,Default,,0000,0000,0000,,you can really make some changes.
Dialogue: 0,0:08:49.05,0:08:52.71,Default,,0000,0000,0000,,And yet actually in politics,\Nin democracy,
Dialogue: 0,0:08:52.71,0:08:55.22,Default,,0000,0000,0000,,it's really quite difficult to do that.
Dialogue: 0,0:08:55.22,0:08:57.24,Default,,0000,0000,0000,,So we need some innovation,
Dialogue: 0,0:08:57.24,0:08:59.61,Default,,0000,0000,0000,,and we need to send\Nthese graphs, in my view,
Dialogue: 0,0:08:59.61,0:09:01.84,Default,,0000,0000,0000,,in the opposite direction.
Dialogue: 0,0:09:02.43,0:09:04.62,Default,,0000,0000,0000,,You can compare the shape of these
Dialogue: 0,0:09:04.62,0:09:09.19,Default,,0000,0000,0000,,with for example what happens with\Nstrongly branded businesses over time.
Dialogue: 0,0:09:09.88,0:09:11.69,Default,,0000,0000,0000,,And just see how strongly
Dialogue: 0,0:09:11.69,0:09:15.52,Default,,0000,0000,0000,,well-branded businesses outperform\Nthe average of others.
Dialogue: 0,0:09:16.44,0:09:19.92,Default,,0000,0000,0000,,And I guess that we can do\Nwith a little bit of movement in this way,
Dialogue: 0,0:09:19.92,0:09:21.96,Default,,0000,0000,0000,,in democracy itself.
Dialogue: 0,0:09:21.96,0:09:24.63,Default,,0000,0000,0000,,And the take-up of democracy as well.
Dialogue: 0,0:09:24.63,0:09:27.20,Default,,0000,0000,0000,,Because if you were to look\Nat those previous charts,
Dialogue: 0,0:09:27.20,0:09:29.33,Default,,0000,0000,0000,,you'd say, actually\Nthere's a problem here,
Dialogue: 0,0:09:29.33,0:09:31.44,Default,,0000,0000,0000,,the management is pretty rubbish.
Dialogue: 0,0:09:31.44,0:09:33.04,Default,,0000,0000,0000,,And not doing a great job.
Dialogue: 0,0:09:33.04,0:09:35.67,Default,,0000,0000,0000,,And again, we need\Nto break out and do something
Dialogue: 0,0:09:35.67,0:09:37.21,Default,,0000,0000,0000,,very different.
Dialogue: 0,0:09:37.21,0:09:40.13,Default,,0000,0000,0000,,So are there some lessons\Nwe can learn from
Dialogue: 0,0:09:40.13,0:09:44.15,Default,,0000,0000,0000,,branding to democracy that doesn't involve
Dialogue: 0,0:09:44.15,0:09:47.88,Default,,0000,0000,0000,,a spanking new logo\Nor indeed a new slogan?
Dialogue: 0,0:09:48.66,0:09:51.38,Default,,0000,0000,0000,,If you were to take the top 100 brands,
Dialogue: 0,0:09:51.38,0:09:54.72,Default,,0000,0000,0000,,we've looked at them\Nfor about last 15 years
Dialogue: 0,0:09:54.72,0:09:57.41,Default,,0000,0000,0000,,there are three key\Ncharacteristics that come up
Dialogue: 0,0:09:57.41,0:09:59.47,Default,,0000,0000,0000,,time after time.
Dialogue: 0,0:09:59.71,0:10:02.77,Default,,0000,0000,0000,,And what makes a strong brand\Nthat might be very good
Dialogue: 0,0:10:02.77,0:10:05.58,Default,,0000,0000,0000,,as a comparator with democracy.
Dialogue: 0,0:10:06.50,0:10:08.43,Default,,0000,0000,0000,,And the first one is about clarity.
Dialogue: 0,0:10:08.43,0:10:10.91,Default,,0000,0000,0000,,Clarity of what the brand stands for,
Dialogue: 0,0:10:10.91,0:10:13.37,Default,,0000,0000,0000,,how it's different from the competitors,
Dialogue: 0,0:10:13.40,0:10:16.14,Default,,0000,0000,0000,,and of course right now\Nyou look at democracy and say,
Dialogue: 0,0:10:16.14,0:10:19.01,Default,,0000,0000,0000,,is it very clear what we mean by democracy
Dialogue: 0,0:10:19.01,0:10:21.27,Default,,0000,0000,0000,,is that a shared vision?
Dialogue: 0,0:10:21.29,0:10:23.98,Default,,0000,0000,0000,,I mean half of the world\Nlive in some sort of democracy,
Dialogue: 0,0:10:23.98,0:10:26.95,Default,,0000,0000,0000,,only 11% live in a full democracy.
Dialogue: 0,0:10:26.95,0:10:30.19,Default,,0000,0000,0000,,But of course, there are different\Nways of doing that for democracy,
Dialogue: 0,0:10:30.19,0:10:31.98,Default,,0000,0000,0000,,either forced or otherwise voluntary.
Dialogue: 0,0:10:31.98,0:10:35.32,Default,,0000,0000,0000,,And many different points of view\Nabout how to engage.
Dialogue: 0,0:10:35.32,0:10:39.21,Default,,0000,0000,0000,,Now if you are going to be creating\Na global brand
Dialogue: 0,0:10:39.21,0:10:40.88,Default,,0000,0000,0000,,and take some lessons from there,
Dialogue: 0,0:10:40.88,0:10:43.80,Default,,0000,0000,0000,,you'd actually bother\Nto ask the people who really matter,
Dialogue: 0,0:10:43.80,0:10:44.90,Default,,0000,0000,0000,,like your customers.
Dialogue: 0,0:10:44.90,0:10:46.18,Default,,0000,0000,0000,,Your consumers.
Dialogue: 0,0:10:46.18,0:10:48.32,Default,,0000,0000,0000,,How about asking people around the world
Dialogue: 0,0:10:48.32,0:10:51.94,Default,,0000,0000,0000,,because in the moment,\Nwhat happens, with democracies,
Dialogue: 0,0:10:51.94,0:10:55.56,Default,,0000,0000,0000,,is that it always act like export brands,
Dialogue: 0,0:10:55.56,0:10:58.22,Default,,0000,0000,0000,,and of course, if you've got\Nan American export brand
Dialogue: 0,0:10:58.22,0:10:59.89,Default,,0000,0000,0000,,or Western-European export brand,
Dialogue: 0,0:10:59.89,0:11:02.54,Default,,0000,0000,0000,,that might not go down\Nvery well the way it is done,
Dialogue: 0,0:11:02.54,0:11:03.96,Default,,0000,0000,0000,,in other parts of the world.
Dialogue: 0,0:11:03.96,0:11:06.22,Default,,0000,0000,0000,,So, if you wanted\Nto create a global brand,
Dialogue: 0,0:11:06.22,0:11:08.57,Default,,0000,0000,0000,,you'd start with a global perspective.
Dialogue: 0,0:11:08.57,0:11:10.98,Default,,0000,0000,0000,,You might get some experts\Nfrom around the world.
Dialogue: 0,0:11:10.98,0:11:14.28,Default,,0000,0000,0000,,Possibly not politicians,\Nwho've come to think about
Dialogue: 0,0:11:14.28,0:11:17.99,Default,,0000,0000,0000,,what are the best practices\Nand evidence-base to the best practice,
Dialogue: 0,0:11:17.99,0:11:20.03,Default,,0000,0000,0000,,for how you absolutely deliver democracy
Dialogue: 0,0:11:20.03,0:11:23.28,Default,,0000,0000,0000,,in a way that was most likely to deliver
Dialogue: 0,0:11:23.28,0:11:27.51,Default,,0000,0000,0000,,the healthiest, wealthiest,\Nand safest societies.
Dialogue: 0,0:11:28.52,0:11:31.65,Default,,0000,0000,0000,,So clarity and consistency,\Nif you just think about
Dialogue: 0,0:11:31.65,0:11:34.85,Default,,0000,0000,0000,,consistency in a political context,
Dialogue: 0,0:11:34.85,0:11:38.56,Default,,0000,0000,0000,,and you'd say, actually,\Na lot of political parties
Dialogue: 0,0:11:38.56,0:11:41.12,Default,,0000,0000,0000,,for example, they're not\Nexecuted consistently.
Dialogue: 0,0:11:41.12,0:11:44.12,Default,,0000,0000,0000,,What about coherence in policies?
Dialogue: 0,0:11:44.12,0:11:47.86,Default,,0000,0000,0000,,This currently doesn't work\Nas well as it might do.
Dialogue: 0,0:11:48.75,0:11:50.17,Default,,0000,0000,0000,,And of course,
Dialogue: 0,0:11:50.17,0:11:54.24,Default,,0000,0000,0000,,the final characteristic of a very\Nsuccessful brand is about leadership.
Dialogue: 0,0:11:54.24,0:11:56.23,Default,,0000,0000,0000,,And leadership is obviously about
Dialogue: 0,0:11:56.23,0:12:00.19,Default,,0000,0000,0000,,who runs the organization,\Nwho symbolizes the organization.
Dialogue: 0,0:12:00.19,0:12:03.04,Default,,0000,0000,0000,,As of course, it can apply\Nboth to commercial
Dialogue: 0,0:12:03.04,0:12:06.01,Default,,0000,0000,0000,,and also to political parties.
Dialogue: 0,0:12:06.36,0:12:07.91,Default,,0000,0000,0000,,But it also means restlessness,
Dialogue: 0,0:12:07.91,0:12:11.96,Default,,0000,0000,0000,,it means innovation,\Nit means setting the agenda in markets.
Dialogue: 0,0:12:12.46,0:12:14.47,Default,,0000,0000,0000,,And maybe that isn't always done in,
Dialogue: 0,0:12:14.47,0:12:18.06,Default,,0000,0000,0000,,if I can call it,\Nthe political market, too.
Dialogue: 0,0:12:20.34,0:12:22.74,Default,,0000,0000,0000,,When one thinks about leadership,
Dialogue: 0,0:12:22.74,0:12:25.61,Default,,0000,0000,0000,,and RIP Steve Jobs,
Dialogue: 0,0:12:25.61,0:12:28.89,Default,,0000,0000,0000,,but what he did do though,\Nhe absolutely symbolized
Dialogue: 0,0:12:28.89,0:12:32.09,Default,,0000,0000,0000,,all the best characteristics\Nof the Apple brand.
Dialogue: 0,0:12:32.09,0:12:37.02,Default,,0000,0000,0000,,And I wonder how it will survive\Nand thrive after he has gone.
Dialogue: 0,0:12:38.47,0:12:40.87,Default,,0000,0000,0000,,And then when one thinks\Nabout the political world,
Dialogue: 0,0:12:40.87,0:12:43.68,Default,,0000,0000,0000,,obviously there are some political leaders
Dialogue: 0,0:12:43.68,0:12:46.34,Default,,0000,0000,0000,,who've been rather\Nmore successful than others.
Dialogue: 0,0:12:46.34,0:12:49.48,Default,,0000,0000,0000,,And rather more successful\Npeople at persuading
Dialogue: 0,0:12:49.48,0:12:53.44,Default,,0000,0000,0000,,that through the pain, there will be\Nsome pleasure at the end of it,
Dialogue: 0,0:12:53.44,0:12:57.31,Default,,0000,0000,0000,,and that it's worth\Nabsolutely sticking through that.
Dialogue: 0,0:12:58.58,0:13:04.65,Default,,0000,0000,0000,,But just back to Pericles\Nand back to ancient Greece, again,
Dialogue: 0,0:13:04.65,0:13:08.66,Default,,0000,0000,0000,,coming back to direct democracy,
Dialogue: 0,0:13:08.67,0:13:12.54,Default,,0000,0000,0000,,ways of getting people involved\Nin the political process,
Dialogue: 0,0:13:12.54,0:13:17.76,Default,,0000,0000,0000,,on a much more active level,\Nthis has to be absolutely,
Dialogue: 0,0:13:17.76,0:13:21.45,Default,,0000,0000,0000,,the way forward and it would be great,
Dialogue: 0,0:13:21.45,0:13:24.96,Default,,0000,0000,0000,,I've shared some ideas maybe how to use\Nthe principles of branding,
Dialogue: 0,0:13:24.96,0:13:27.47,Default,,0000,0000,0000,,to engage people in a democracy,
Dialogue: 0,0:13:27.47,0:13:30.38,Default,,0000,0000,0000,,and I'd be fascinated\Nwith your ideas, too,
Dialogue: 0,0:13:30.38,0:13:32.77,Default,,0000,0000,0000,,and thank you to Greece\Nand thank you to Pericles
Dialogue: 0,0:13:32.77,0:13:33.97,Default,,0000,0000,0000,,for the inspiration.
Dialogue: 0,0:13:33.97,0:13:35.37,Default,,0000,0000,0000,,Many thanks for listening.
Dialogue: 0,0:13:35.37,0:13:37.70,Default,,0000,0000,0000,,(Applause)