In this episode, Gordon speaks with Olaf Geuer, Group Head of Brand at Swisscom. With a career spanning the BBC, Channel 4, digital innovation, academia and more than 16 years at one of Europe's most respected telecom brands, Olaf brings a unique perspective on the intersection of trust, technology and creativity.

The conversation explores how brands can embrace AI without losing authenticity, why trust may become the most valuable asset in an age of accelerating innovation and what it takes to guide a heritage brand into the future. Olaf also reflects on lessons learned from London's creative scene, the digital transformation of the BBC and the enduring power of brands that stay true to their purpose while constantly evolving.

Tune in to find out how great brands balance stability and change and why trust remains a competitive advantage in an increasingly digital world.