This is a guy called Paul Bennett speaking at the Economist Conference and it as changed (again) the way I look at things.
His four words:
People
Authenticity
Service
Simplicity
Can be applied to any business in any field. If you get them right, you can create a clearly differentiated successful business and a successful brand.
Stick with it as he does come across as a bit superior and has one of those funny mid Atlantic accents. There are a few more killer points that come across to me too.
1. Play well with others. We will achieve more by working as a collective and working together.
2. Be transparent and listen to feedback. If you have things to hide, customers will see it and tell others.
3. Look for people with passion behind the eyes.
Just brilliant simple stuff. There must be a part two as it does end a little abruptly though.
Part two
It took a while, but I found it, so here’s part two
Johnny Lyle's new brand thinking 
Reblogged this on John Lyle's new brand thinking and commented:
Updated finally but well worth a watch. People, Authenticity, Service, Simplicity is the Essential make up for any brand