He was fighting for a higher power over and above any personal gain and taking risks to deliver, these behaviours compelled people to trust Nelson in the most difficult of situations. And whilst the business landscape today is an altogether different battlefield, brands and businesses need a framework of beliefs and behaviours that can guide them through to trust.

I contributed an interview to an article published by Marketing Week on Marketing Moving Beyond the Boardroom. There are many challenges for marketing how we respond to these will determine whether marketing prospers.

What is the Future of Marketing? Marketing is on a collision course with the future. Our current marketing paradigm is inextricably linked to the driving of consumption and the creation of habits of consumption. Economic growth has been the single minded outcome upon which we have built our brands, our marketing models and our rasion d'etre. But unabated growth cannot continue. My hunch is that the future of marketing is not merely, or even, a "more consumer focused / digital / growth oriented / sustainable" (delete as appropriate) future but a complete reversal of the current paradigm.