Phil Barden

Sorry, let me just give you an example.

So, Phil, I'm going to show that I've done a little bit of homework here.

I believe you've recently done quite an interesting social media post about Sillit Bang.

And you talk about how it's easier to... Hold on, let me get this right.

it's easier to retrieve a memory than build a new one.

And for that reason, it's great that Barry Scott's been brought back for the Cilip Bang ad.

So that presumably ties in with a lot of what you've just been saying now.

Do you want to talk to us about that?

Because we all love that ad as well.

Absolutely.

So in effect, I mean, this is a nice problem to have, but if you're a brand that's got an amazingly recognisable longstanding slogan or logo, you're stuck with it really, aren't you?

The smart decision is to stick with it, even if you're sick of it personally, actually it's still delivering for you and it'd be foolish to change.

Absolutely brilliant.

I suppose for a brand, the challenge is knowing when you've hit gold.

And not just sticking with something that isn't very good for a long period of time.

I think that's the test, isn't it?

Because there'd be nothing worse than sticking with a strapline that doesn't particularly work for 15 years in the belief that it's going to eventually gain some traction.

The power of three.

Well, I think people are going to be listening to this thinking they absolutely want to speak to you and also read your book.

So do you want to let people know how they can get hold of you and where they can find the book as well?