Connection: Most brands today are in the coalface competing on features, benefits and price. If you don’t want your brand to become a commodity, you will need to make a deeper connection with your audience.

The Citizen insight was that the relationship that really matters is the relationship between people and place, that final side of the triangle. And that was the relationship that the National Trust had forgotten. The team came up with a phrase to express this as the new strategic focus of the organisation: ‘growing the nation’s love of special

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Responding to my questions around efficacy, Sharon says he doesn’t feel “like we need to lean on the science” for the product to be successful. If people discover it and just think it’s delicious coffee, that’s good enough. Ready-to-drink coffee is already a growing market that needs quality competition.