Andy gave an overview of his family company and its history before leading into the main content of ‘Building Brands In a ‘VUCA’ (Volatile, Uncertain, Complex and Ambiguous) world’.
Pentland Brands as an organisation has a fascinating history and Andy’s ability to present it autobiographically gave it a very personal touch, showing how intrinsically linked he and his family are with the company, whilst evidencing the hard work behind their successful achievements. Andy’s interactive approach had the audience absorbed, made evident by the abundance of questions that followed. Andy explained how the uncertainty of tomorrow in terms of technological advances makes today’s business unpredictable to navigate, emphasising the importance of flexibility and agility. He spoke about the extent to which an individual’s cyber footprint can reach and how it can be infiltrated from a branding perspective.
His presentation contained some astounding facts and figures along with many current brand examples, reinforcing his message and ensuring the audience was able to link real-world best business practice with marketing and business theories. Andy provided so much food for thought that the questions continued into the networking session following the masterclass.