"The starting point always has to be truth. How do we tell the truth about ourselves, and how do we do that in a compelling way?"
Bob Sheard is the Founder and Co-Owner of FreshBritain, aka The Brand Vision Company. To characterise FreshBritain as just another Brand Design Agency or Creative Agency doesn’t really do them justice. FreshBritain are the absolute tip of the spear when it comes to redesigning and repositioning some of the wold's most iconic brands.
I’ve likened Bob to the invisible hand behind the scenes...quietly controlling the narrative, nudging each brand he works with, back towards their true north. Over the last 20 years he’s worked with giant Private Equity Funds, celebrities like Bear Grylls and Al Gore, and countless iconic brands such as Nike, Levi’s, 2XU, Doc Martens, Ben Sherman, Converse, Renault, Arc’teryx, and New Balance, just to name a few.
Bob has this masterful command of the English lexicon, mixed with a salt-of-the-earth Yorkshire accent that I find very pleasing on the ear, and he is very funny to boot. All of which makes for an excellent podcast, and there are many great stories from his life and career here that anyone will find interesting, not only those working in advertising, branding or marketing.
We discuss some of his favourite pieces of client work such as, the time he got a phone call from the President of Levi’s saying “Hey Bob, we need you to un-f**k Levi’s for us”. We also discuss why we respect Novak Djokovic but we loveJohn McEnroe, how COVID has changed consumer behaviour and brand behaviour for good, and how we might think about re-designing a new world order. As always, we end the podcast by talking about habits, principles, and words to live by.