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

Hughes, Tim; O'Regan, Nicholas

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
• Acceptance Date: Mar 1, 2018
• Online Publication Date: Mar 1, 2018
• Publication Date: Mar 1, 2018
• Deposit Date: Feb 8, 2019
• Journal: The Marketing Review
• Print ISSN: 1469-347X
• Publisher: Westburn Publishers
• Peer Reviewed: Peer Reviewed
• Volume: 18
• Issue: 1
• Pages: 41-53
• DOI: https://doi.org/10.1362/146934718X15208754808199
• Keywords: branding, digital marketing, service marketing
• Public URL: https://uwe-repository.worktribe.com/output/870915
• 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.
• Contract Date: Feb 8, 2019