Belonging, Brand Farming, and Building Brands That Last with Charl Bassil

For our very first episode of Culture Commerce Wine, I sit down with Charl Bassil, whose career has spanned Procter & Gamble, SABMiller, Pernod Ricard, Absolut Vodka, and now the BBC, where he serves as the broadcaster’s first Chief Brand Officer.

We talk about the frameworks and philosophies that guide his work — from Kantar’s “brand power” to his own “brand farmer” analogy — and why he believes the core job of marketing is helping people feel like they belong.

Along the way, Charl shares lesso ns on:

• Transferring brand skills across industries, from alcohol to media
• Balancing heritage brands with digital-first innovation
• Why technology is a tool, not a replacement for human connection
• Navigating short-term performance vs. long-term brand resilience
• How inclusivity and belonging shape brand communities and business value

Whether you’re shaping the future of wine, media, or consumer brands, this conversation is a masterclass in connecting strategy with story, and commerce with culture.