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.