In this episode of Future Proof, Lynne Deason sits down with Annabelle Cordelli to unpack the transformation of Virgin Atlantic - from defining a clear global brand platform, to navigating the existential shock of the pandemic, and emerging with bold, culture-shaping work.

This is a story about the power of clarity, conviction and partnership. Together, they explore how a brand reconnects with people in moments that matter, and why effectiveness frameworks, customer intelligence and creative bravery have been critical to driving growth.

Along the way, Annabelle shares the thinking behind I Am What I Am and A Rainbow in the Clouds, and how Virgin Atlantic has embedded inclusion, experience and brand into every part of the business.

A must-listen for anyone building brands in uncertain times, and proof of what’s possible when insight and ambition come together.

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