Martin Henley: Your business is called The Brand Bucket. I know that there is a process that you've put together and I know that you're a huge believer in brand. Maybe, for the sake of people who haven't seen the first one of these, maybe you can give us a sense of what your definition of brand is and what your approach to brand is?
Barnaby Wynter: Yeah, great. I think it's great, exactly the right place to start Martin to be fair. In 1999, I  became the youngest MD of top 200 Agency, as you said in the introduction, and that was an agency that had at its heart, The Brand Bucket as a methodology. My first board meeting I walked in, I said, Okay, guys, I kind of understand what a bucket is, it's pretty self evident what a bucket is, what's, what's a brand. That day, we had over 148 person years of experiences around the board table, creating very famous brands, from SO, to AA, to Carlsberg to, you know, FedEx all those sorts of brands had gone through The Brand Bucket process.
Barnaby Wynter: We spent about 15 minutes filling six sheets of a1 flip chart paper with what we thought brand was. This is a question I've asked many 1000s of Marketing Directors ever since and one of the one of the big first things we need to get clear, is the difference between brand and branding. A lot of agencies muddle up the word branding, or they mix branding and brand simultaneously, all of the time. The concern that you would have is that it means they fundamentally don't understand what a brand is, because branding emanates from where it comes from, you know, using a branding iron to brand a cow so you knew it belonged to somebody, even though it was running wild in the wilderness.
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