The New Abnormal
#TheNewAbnormal podcast (which has over 250,000 downloads) focuses on understanding today and anticipating the future. Discussing these subjects via the 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 speaker. My 1st book went to No1 in the business charts, whilst my 2nd was shortlisted for the 'Business Book of the Year' Awards. (The podcast partners 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 - which was set up during the early days of Covid, and is divided into Series One [2020-21] Two [2022] Three [2023] Four [2024] and Five [2025]. All rights reserved. #TheNewAbnormal podcast series © Sean Pillot de Chenecey 2020. Please note that it's currently on hold, as I literally don’t have the time to record any episodes at the moment, but it’ll return in late summer...
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.