The New Abnormal
#TheNewAbnormal podcast (which has over 200,000 downloads) focuses on understanding today and anticipating the future. Discussing these subjects via the stories and viewpoints of my guests has led to some fascinating conversations with activists, creatives, writers, philosophers, strategists, psychologists, lecturers, futurists, etc. Re: my bio, I'm a strategist, author and public speaker. My first book went to No1 in the business charts, whilst my second was shortlisted for the 'Business Book of the Year' Awards. ('The New Abnormal' is bought to you in partnership with The Copenhagen Institute for Futures Studies, a global leader in applying futures studies to solve strategic challenges, helping clients to be #FuturesReady.) So, we hope you enjoy listening to the series! Please note that the podcast was set up during the early days of Covid, and is divided into Series One [2020-21] Series Two [2022] Series Three [2023] Series Four [2024]. All rights reserved. #TheNewAbnormal podcast series © Sean Pillot de Chenecey 2020
The New Abnormal
Alex West 'Luxury, Artisanship and Creativity as Soft Power'
Series One
This episode features a masterclass in luxury branding advice from Alex West (co-founder of Maker London), a consultant who is renowned for being at the epicentre of the luxury sector.
He discusses his viewpoints on areas ranging from quality control and consumer touchpoints, to brand actions and communication reflecting the authentic values of the brand in question.
Alex also illuminates the creation and development of the staggeringly successful 'GREAT' campaign. It's one that saw him initially presenting the 'Big Idea' to Govt ministers assembled around the Cabinet table at No10, which also then led to 184 (yes, 184) further meetings...but which had a hugely beneficial impact on both the national brand and on a myriad number of organisations, people and places around Great Britain.
In addition, he also discusses the vital need for artisans and craftspeople to be promoted, and how this ethos is championed at London Craft Week, where he's heavily involved on a senior level.