So what’s in a brand, why do we love them and why do some brands instil an almost religious loyalty in their customers? In this episode Whitney Fitzsimmons speaks to Amy Smith, Chief Strategy and Impact Officer for Toms Shoes which pioneered the one-for-one giving model, about how they changed their strategy and maintained their popularity. 

Whitney also finds out how Heston Blumenthal became a big fan of the meat alternative company Fable and she catches up with brand experts Sudeep Gohil, KPMG Head of Brand Strategy and Tim Duggan, Author of the book Cult Status to hear how to build a brand that people adore.