Humans are funny creatures. We wake up and brew ourselves a cuppa, using only our favourite teabags of course. We butter our bread using our favourite spreads (or not, you love it or you hate it after all) and we message our friends on our mobiles, the same make we’ve had for the last decade.

Some of these brands have been around for generations. But we keep going back for more. And it doesn’t make it easy for the new kids on the block. So why exactly do we have such an emotional connection to them? Are we all just creatures of habit, easily charmed… or is there more to it?

We speak to our Chief Marketing Officer, Annabel Rake, and Johan Bello from creative design agency ACNE to find out.

Tune in to hear:

• Why purpose is about more than just a fancy slogan
• How Johan helped design Ikea’s answer to Balenciaga
• What Lizzie’s learnt from playing the logo game
• And why our teabags need to do more than make a good brew

Hosts: George Parrett and Lizzie Elston

Guests: Annabel Rake, Chief Marketing Officer at Deloitte UK and North and South Europe, and Johan Bello, Co-Founder and Executive Creative Director at ACNE.

Technical support: Deloitte’s Creative Studio

Original music: Ali Barrett