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Branding in a digital world: Discussion based on an interview with Paul Geddes CEO of Direct Line Group

Hughes, Tim; O'Regan, Nicholas

Authors

Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing



Abstract

In an interview, Paul Geddes, CEO of Direct Line outlines his thoughts on how branding has changed since he started his career in fast moving consumer goods, at Procter and Gamble. The purpose of the article is to present a leading practitioner’s views and discuss these in relation to theory and practice. Paul outlines his three Cs of brands which are Competence, Convenience and Connectivity with customers. Competence is the starting point. Customers will not do business with a brand that is not competent at what it does. Convenience is about ease of access. The final criterion is Connection. The brands that customers have affinity with, the brands you have empathy with, the brands that you trust or like or love. The article discusses these three C’s and then goes on to consider some issues for research and practice, in relation to branding, in the interactive world of digital communications.

Journal Article Type Article
Publication Date Mar 1, 2018
Journal The Marketing Review
Print ISSN 1469-347X
Publisher Westburn Publishers
Peer Reviewed Peer Reviewed
Volume 18
Issue 1
Pages 41-53
APA6 Citation Hughes, T., & O'Regan, N. (2018). Branding in a digital world: Discussion based on an interview with Paul Geddes CEO of Direct Line Group. Marketing Review, 18(1), 41-53. https://doi.org/10.1362/146934718X15208754808199
DOI https://doi.org/10.1362/146934718X15208754808199
Keywords branding, digital marketing, service marketing
Publisher URL https://doi.org/10.1362/146934718X15208754808199
Additional Information Additional Information : © Westburn Publishers Ltd, 2018. This is a post-editorial-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, Hughes, T. and O'Regan, N. (2018) Branding in a digital world: Discussion based on an interview with Paul Geddes CEO of Direct Line Group. The Marketing Review, 18 (1). pp. 41-53. ISSN 1469-347X, available here: Hughes, T. and O'Regan, N. (2018) Branding in a digital world: Discussion based on an interview with Paul Geddes CEO of Direct Line Group. The Marketing Review, 18 (1). pp. 41-53. ISSN 1469-347X.

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Copyright Statement
Author Posting © Westburn Publishers Ltd, 2018. This is a post-editorial-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, https://doi.org/10.1362/146934718X15208754808199


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Licence
http://www.rioxx.net/licenses/all-rights-reserved

Copyright Statement
Author Posting © Westburn Publishers Ltd, 2018. This is a post-editorial-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, https://doi.org/10.1362/146934718X15208754808199







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