Human Conversation with Bob Sheard copertina

Human Conversation with Bob Sheard

Human Conversation with Bob Sheard

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Get To Know Our Guest:Bob SheardBob Sheard is a leading brand strategist and practitioner, and the author of The Brand New Future: How Brands Can Save the World (LID Publishing), a book shortlisted for the Business Book Awards that sets out a practical roadmap for building successful brands that contribute to a more just and regenerative world. As the Co-Founder of the brand design agency FreshBritain, Bob has designed more than 200 global brands across his career, working with names such as Nike, Levi's, Dr. Martens, Arc'teryx, and New Balance. His approach is defined by going deep to find a brand's truth and the results speak for themselves: FreshBritain helped reposition Dr. Martens around "rebellious self-expression," guiding the brand from €90 million in turnover, amid a double-digit decline, to a €3.5 billion flotation in eleven years.Today, Bob is widely recognized as one of the most influential voices on what brands are for and what they owe the world.HIGHLIGHTS & TAKEAWAYS:KG: You've had such an interesting career. A brand strategist, C suite advisor, founder, sustainability advocate, author, educator, mentor, just to name a few. Is there a red thread that connects all of this for you? What was the driving force behind all that you do?BOB: The red thread is opportunism, just seeing where I think I can add value and going there. Others would say it's a heavy dose of ADHD, continuously moving on to the next thing. I'd say sort of it's really the product of a restless mind, ambition. It's part restless mind.BOB: For someone who used to work on a market stall in Bradford, it's an exciting prospect to see where that kind of thinking and that the way my brain works and see where that will take me. so that and it has taken me into education, into boardrooms, into publishers and yeah, just that's the red thread really.KG: At some point you must have made a conscious decision that, well, I'm going to do this. I'm going to pursue the curiosity of my mind. When did that happen?BOB: I went to a school, comprehensive school in Halifax, West Yorkshire, which has since been closed down and I was studying for my A levels. I did my A levels and I did four and I did them in economics art, general studies and history and I got three Es, so just about scrape to pass and then one A. And that A along with another guy at the school was the first A our school had ever got at A level. And they were beaming that the school had managed to get this A. And so at that point I realised maybe there's a brain inside there somehow that can, once I know where the goalposts are, I can figure out a way.BOB: Retook my A levels, so I got sufficient N grades to get to the London College of Fashion. And it was a very interesting conversation to go onto the building site to tell the guys I'd got entry into the London College of Fashion, because I kept that secret. So was at that point you kind of realize, I've got the ability to find a way. So then I realized, I didn't quite know, but it's a continuous journey, isn't it? It's just trying to figure out that sometimes your thinking thoughts are the people don't have and they add value.KG: I've always wondered, you're a branding expert, and I always wonder what that does to a child's mind to be categorized or branded, if you'll permit, that they are a certain way, that they should follow a certain path. And for that child to break those shackles and then decide to be creative and pursue and make up a path as they go along?BOB: You've got these three brothers who went to this local primary school, couldn't speak a word of Indian English, didn't have a great time in the industrial North, but managed to find a way to create the most amazing careers and what really struck me was I went to Chicago and the three brothers were there and all their kids were there but for the first time. I said, the really interesting powerful thing is the harvest of your mother's and father's sacrifice in being first generation. I just think that's such a powerful argument for immigration that actually there is a dynamic dynamo type power in a second generation immigrant to not want their parents life to be a sacrifice in vain and therefore they go a bit further, a bit faster to make their lives worthy of the sacrifice of their parents. And so I just don't think anyone makes the case, the economic case for that enough.KG: You're a futurist and you talk about how countries have brands, and those brands can change a people, a cultural ethos of the future itself of the entire planet. When I think about this vision, it comes across to me as very humanist, very universal, a kind and compassionate one. In that context, I was curious about the theme of this podcast being ethics and integrity, what do these terms mean to you?BOB: I think with ethics, that's kind of our moral compass. That's guiding principles and protocols of our life. And integrity is how we deploy our behavior to meet that compass. So that's our ...
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