Alex West 'Luxury, Artisanship and Creativity as Soft Power'

Series OneThis episode features a masterclass in luxury branding advice from Alex West (co-founder of Maker London), a consultant who is renowned for being at the epicentre of the luxury sector. He discusses his viewpoints on areas ranging from quality control and consumer touchpoints, to brand actions and communication reflecting the authentic values of the brand in question. Alex also illuminates the creation and development of the staggeringly successful 'GREAT' campaign. It's one that saw him initially presenting the 'Big Idea' to Govt ministers assembled around the Cabinet table at No10, which also then led to 184 (yes, 184) further meetings...but which had a hugely beneficial impact on both the national brand and on a myriad number of organisations, people and places around Great Britain. In addition, he also discusses the vital need for artisans and craftspeople to be promoted, and how this ethos is championed at London Craft Week, where he's heavily involved on a senior level.