Paul Geddes - 8 February 2017

Paul Geddes, Chief Executive of Direct Line Group, delivered a lecture entitled "The future of brands in a post-truth world".

Paul Geddes, Chief Executive of Direct Line Group

Showcasing his extensive experience working for well recognised brands, Paul Geddes explained his reasoning behind the future of brands, believing branding lines up with Maslow’s Hierarchy of Needs. He described why brands existed; by keeping us safe (by knowing what we are going to get), ensuring good quality, helping us fit in and making us feel good about ourselves.

Paul explained that every brand should meet the three Cs to survive in today’s business: to be Competent at what they do, to be Convenient, and to Connect with the customer.

Media and coverage


Listen to the talk in full on Soundcloud. (Please note that Soundcloud does not support IE9. Users may wish to try Chrome, Firefox, or a recent version of IE).

Pictures and further coverage of the event can be found on the South West Business website.

Exclusive pre-address interview

Watch Paul Geddes' pre-address interview below:

You can find a transcript of this interview on the Business West website.

Lecture slides

You can also download the set of slides used in the presentation.


Photos from this event and previous Bristol Distinguished Addresses can be viewed in our BDAS Flickr album.

Discuss this event on Twitter using the hashtag #BristolLectures.

Back to top