David Wheldon, managing director, reputation and citizenship, Barclays Group

Wheldon is one of the most seasoned practitioners in the business (via Vodafone, Coca-Cola and strategic consultancies), and has one of the toughest challenges – making consumers love and trust Barclays. With a mandate from chief executive Anthony Jenkins to enshrine the bank’s purpose and values, Wheldon has overseen a shift to more emotive advertising and a more ethical marketing stance.

There’s much to do, but don’t expect him to be fazed: his wry take on life means he’s sure to stay cool.

@dwheld

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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