Browse content similar to 21/02/2014. Check below for episodes and series from the same categories and more!
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Ukraine rocked to its foundations by the most recent deaths, finally does | :00:07. | :00:11. | |
a deal to bring the country back from the brink of Civil War. As the | :00:12. | :00:17. | |
coffins of dead protestors are paraded through Independence Square, | :00:18. | :00:22. | |
will the promise of future elections keep the two sides from each other's | :00:23. | :00:29. | |
throats. We will hear live from Kiev. If I'm desoperate I will try | :00:30. | :00:36. | |
to go for shoplifting, when you do it, it is for something to eat. | :00:37. | :00:41. | |
Benefits sanctions now the Archbishop of Canterbury joins the | :00:42. | :00:45. | |
clamour condemning the Government as policies. The former Children's | :00:46. | :00:49. | |
Minister, walking away from politics tells us she is furious as well. | :00:50. | :00:54. | |
Colourful adverts for top brand, Sony, Ford, fairy, BMW, does the | :00:55. | :01:03. | |
Internet lay every fact about your product in black and white and is it | :01:04. | :01:14. | |
necessary? ??FORCEDWHI It took the deaths of at least 77 people and | :01:15. | :01:20. | |
hundreds injured to get Ukraine's opposition and Government to sign up | :01:21. | :01:24. | |
to a mediated peace pact. The 2004 constitution will be restored, which | :01:25. | :01:28. | |
will restrict President Yanukovych's power. An interim Government of | :01:29. | :01:32. | |
National Unity will be put together within the fortnight. And there will | :01:33. | :01:35. | |
be presidential elections by December at the latest. Also the | :01:36. | :01:40. | |
opposition leader, Yulia Temeshenko, incarcerated for two years now, will | :01:41. | :01:47. | |
be released from jail. Gabriel Gatehouse joins us from Kiev. Yes | :01:48. | :01:55. | |
there were extraordinary emotional scenes as open coffins of the dead | :01:56. | :01:59. | |
were paraded for the protestors to see. People trying, and in the | :02:00. | :02:03. | |
middle of it all some of the opposition leaders took to the stage | :02:04. | :02:07. | |
to announce the details of the deal they have made, they were booed off | :02:08. | :02:10. | |
stage. Many of the protesters were not happy with it, particularly with | :02:11. | :02:14. | |
the idea that the elections they have been demanding for so long | :02:15. | :02:17. | |
could only be in do nearly a year away. It remains to be seen whether | :02:18. | :02:23. | |
the people on the street accept the deal hammered out by the diplomats | :02:24. | :02:26. | |
and the politicians. Meanwhile it has always been talked about as a | :02:27. | :02:30. | |
conflict between east and west, between those who look towards | :02:31. | :02:33. | |
Europe and those who look towards Russia. I have been walking around | :02:34. | :02:38. | |
Kiev today looking at the deep historical divisions behind in | :02:39. | :02:49. | |
conflict. Marching down to Independence Square, a column of | :02:50. | :02:53. | |
policemen who have defected to the protesters. They chant "glory to | :02:54. | :03:02. | |
Ukraine", echoing the slogan of the Ukrainian insurgent army, a national | :03:03. | :03:07. | |
group that in the 1940s and 1950s had waged a doom guerrilla war | :03:08. | :03:12. | |
against the Soviet regime. These officers have travelled all the way | :03:13. | :03:18. | |
from the west of Ukraine. TRANSLATION: You can't shoot | :03:19. | :03:21. | |
civilians in cold blood, it is wrong. We as officers, we know how | :03:22. | :03:25. | |
to handle weapons, so we have come here to defend the people. Ukraine's | :03:26. | :03:31. | |
security forces are in disarray, yesterday they were beaten back by | :03:32. | :03:35. | |
the protesters, today they were order today vacate their positions | :03:36. | :03:47. | |
outside parliament. News of the deal between the Government and the | :03:48. | :03:50. | |
opposition filtered through to the square. Early elections, a unity | :03:51. | :03:54. | |
Government and curbs on the President's powers. Until this | :03:55. | :03:59. | |
week's bloody event those concessions might have been enough | :04:00. | :04:02. | |
to end the protest. But not now. These people are going nowhere. The | :04:03. | :04:07. | |
first thing first he needs to go away, Yanukovych. The President? | :04:08. | :04:10. | |
Needs to go, needs to resign now. After that we can talk, anything | :04:11. | :04:16. | |
else sun acceptable. Before you were all saying early elections and that | :04:17. | :04:19. | |
would be fine, but now? Not any more, he's a kill, a murderer, a | :04:20. | :04:24. | |
mass murderer, we need him to go, he's not the President any more. He | :04:25. | :04:33. | |
is a murderer, nothing else. Echos of history were on display again as | :04:34. | :04:39. | |
the defected officers were cheered by the crowd. "Glory to Ukraine", | :04:40. | :04:46. | |
the old nationalist chant goes on, "death to our enemies". Ukraine and | :04:47. | :04:54. | |
Russia's histories are inextricably intertwined. This is St Sofia's | :04:55. | :05:00. | |
Cathedral, the oldest in the Russian Orthodox Church. It was built in the | :05:01. | :05:05. | |
11th century when this city was the centre of the cradle of Russian | :05:06. | :05:11. | |
civilisation. For many Russians this Cathedral is the spiritual birth | :05:12. | :05:16. | |
place of their religion. And it is a powerful emotional reason why the | :05:17. | :05:20. | |
Kremlin feels it absolutely cannot allow Ukraine to drop out of its | :05:21. | :05:29. | |
orbit. In normal times this is the reason why many Ukraines from east | :05:30. | :05:33. | |
and west feel a strong historical and cultural affinity to their | :05:34. | :05:36. | |
brothers and sisters in Russia. But these are not normal times, | :05:37. | :05:40. | |
especially when people start dying in the street, historical fault | :05:41. | :05:45. | |
lines become exacerbated. The Second World War was Ukraine's darkest | :05:46. | :05:50. | |
hour. Millions lost their lives. The eventual Soviet victory has | :05:51. | :05:55. | |
officially been elevated to almost cult-like status. But not in western | :05:56. | :06:00. | |
Ukraine. Where many see the Soviet liberation as just another | :06:01. | :06:05. | |
occupation. The Ukrainian insurgent army, whose slogans the protesters | :06:06. | :06:09. | |
now chant on Independence Square fought against the Soviets, a | :06:10. | :06:14. | |
historical sin, many in the east can still not forgive. The slogan "glory | :06:15. | :06:23. | |
to Ukraine", is not as scary as it used to be, "glory to the nation", | :06:24. | :06:28. | |
which is answered normally with "death to the enemies", that is of | :06:29. | :06:33. | |
course unacceptable for many, many people in history. Why? Because they | :06:34. | :06:39. | |
think that they are some how classified as enemies within this | :06:40. | :06:43. | |
reply. That the east is the enemy? Yes. At this time what unites | :06:44. | :06:51. | |
Ukrainians? One very bad thing unites Ukrainians now, it is a fear | :06:52. | :06:58. | |
of losing our country, the fear for losing our independence, and one | :06:59. | :07:05. | |
very good thing unites us, it is an understanding that no-one will build | :07:06. | :07:11. | |
our country instead of us. But will that and today's concessions be | :07:12. | :07:15. | |
enough to prevent this country sliding deeper into conflict. Away | :07:16. | :07:20. | |
from the protest square we met some young Ukrainians who fear it may | :07:21. | :07:25. | |
already be too late. Do you think there will be a Civil War? There is | :07:26. | :07:33. | |
a Civil War, even now, maybe in a very low level, but there is a Civil | :07:34. | :07:38. | |
War. A lot of people are dying now and it is horrible that they cannot | :07:39. | :07:49. | |
stop it. Amid the nationalist chants, the barricades feel more | :07:50. | :07:53. | |
deserted this evening. Perhaps Ukraine has pulled back from the | :07:54. | :07:57. | |
brink. But the blood still lies fresh on the cobble stones at the | :07:58. | :08:01. | |
spot where so many young men lost their lives to sniper fire | :08:02. | :08:08. | |
yesterday. Emotions are still raw, Ukraine's future remains perilously | :08:09. | :08:16. | |
uncertain. Earlier I spoke to Ukraine's ambassador to the United | :08:17. | :08:23. | |
Nations, Yuriy Sergeyev. Ambassador Sergeyev, the bloodshed has been | :08:24. | :08:28. | |
horrific, particularly yesterday's bloodshed, surely this is a kind of | :08:29. | :08:31. | |
deal that President Yanukovych could have done months ago? The opposition | :08:32. | :08:37. | |
of the President, they tried to reach a compromise, but it never | :08:38. | :08:44. | |
happened, even after the Prime Minister of the Government resigned. | :08:45. | :08:47. | |
It happened only yesterday. Most probably after they recognised the | :08:48. | :08:54. | |
magnitude of crisis and the huge amount of deaths on the streets. | :08:55. | :08:59. | |
Most probably after that they found it possible to then speak. The | :09:00. | :09:05. | |
protesters want President Yanukovych to go now. If a unity Government can | :09:06. | :09:10. | |
be formed in 12 days only with his resignation do you think he will be | :09:11. | :09:18. | |
prepared to go? I could understand the e -- emotion, and they lost | :09:19. | :09:24. | |
their friends and relatives and the coffins surround them. I am afraid | :09:25. | :09:29. | |
these demands could lead to another conflict. Yulia Temeshenko will be | :09:30. | :09:34. | |
released from prison, would you like to see her run for President again? | :09:35. | :09:41. | |
I was impressed that the decision to release Yulia Temeshenko was taken | :09:42. | :09:46. | |
by the constitutional majority. Either she is going or not back to | :09:47. | :09:54. | |
politics and for any elections that is beyond me to judge. Would you | :09:55. | :10:00. | |
like to see Ukraine a member of the European Union within the decade? | :10:01. | :10:08. | |
Undoubtedly, and it is written in our legislation, the European | :10:09. | :10:11. | |
leaders, they keep saying, and yesterday confirmed, that doors are | :10:12. | :10:16. | |
open. Are you prepared, do you think, for Russia to be hostile to | :10:17. | :10:23. | |
any new overture or any renewed overture to Europe? Russia recently | :10:24. | :10:29. | |
sent the message that the Russian Government is ready to co-operate | :10:30. | :10:33. | |
with the new Ukrainian Government, the new Government could create both | :10:34. | :10:40. | |
the good relations with the European Union through a cessationship, and | :10:41. | :10:46. | |
probably with membership in future and to keep good relationships with | :10:47. | :10:56. | |
Russia. Thank you. OW. The vice Prime Minister who served in the | :10:57. | :11:00. | |
Government of Yulia Temeshenko, joins me from Kiev via science. Good | :11:01. | :11:08. | |
evening? You heard the protestors in the film saying first things first, | :11:09. | :11:14. | |
Viktor Yanukovych has to go away. No matter how the opposition leaders | :11:15. | :11:23. | |
have phrased the deal. Do you think the protesters will buy it? No today | :11:24. | :11:27. | |
I was talking to hundreds of people, it is impossible to convince them | :11:28. | :11:31. | |
that they have to live with the first President in the | :11:32. | :11:36. | |
newly-independent Ukraine on whose hands there is the blood of so many | :11:37. | :11:40. | |
killed people. When they heard about the agreement that Yanukovych could | :11:41. | :11:45. | |
stay until December, actually until there would be formalities, it means | :11:46. | :11:52. | |
another year. Because it could be somewhere in January, people would | :11:53. | :11:56. | |
never agree to this. If Yanukovych has good political instincts it is | :11:57. | :12:00. | |
better for him not to try to put that behind certain agreement, but | :12:01. | :12:06. | |
to accept the reality and go for early elections that can probably | :12:07. | :12:12. | |
defuse the tension. Or defuse the tension by, returning to the 2004 | :12:13. | :12:16. | |
constitution he actually has much less power any way. Do you think he | :12:17. | :12:21. | |
could be persuaded there is any chance he will be persuaded to stand | :12:22. | :12:28. | |
down earlier? Very difficult to predict because on the one hand he | :12:29. | :12:33. | |
wants presidential election, on the other hand the way he behaves is | :12:34. | :12:36. | |
unpredictable and very, very irresponsible, I would say. He is | :12:37. | :12:43. | |
making all possible mistakes and he, with his next decision he makes his | :12:44. | :12:48. | |
personal situation, and therefore the country is more complicated. On | :12:49. | :12:53. | |
that basis, because there was such an overwhelming shock of the | :12:54. | :12:57. | |
bloodshed yesterday, if there was a return to violence, surely the | :12:58. | :13:00. | |
pressure on him would be huge then to stand down immediately? There | :13:01. | :13:06. | |
will be pressure on him and I strongly doubt that he is in charge | :13:07. | :13:09. | |
of the country. I have been talking to some ambassadors, negotiators, | :13:10. | :13:15. | |
they told me also, high-level negotiators, they said they are | :13:16. | :13:18. | |
under the impression that they are talking to the wrong guy, that | :13:19. | :13:23. | |
decisions are not made by him and not by his administration sometimes. | :13:24. | :13:27. | |
You were part of the Government of Yulia Temeshenko, although you are | :13:28. | :13:30. | |
not in the same party. What do you think the chances of her announcing, | :13:31. | :13:36. | |
we don't know how well she is, but announcing that she would run for | :13:37. | :13:43. | |
President? There should be a court decision letting her out first. Is | :13:44. | :13:49. | |
it going to happen or not? Also it depends a lot on Yanukovych, he | :13:50. | :13:53. | |
still controls the whole system, though this system is just crashing | :13:54. | :14:00. | |
right before his nose. As for Yulia Temeshenko, well, no-one can say, | :14:01. | :14:05. | |
but knowing her as I know her I can predict she will run. She's probably | :14:06. | :14:10. | |
leaning now with revenge. To what extent it is good for the country, | :14:11. | :14:14. | |
to what extent revenge is a good motivation is another story. But | :14:15. | :14:18. | |
when she is out I can't imagine her being out of big politics. She's | :14:19. | :14:22. | |
possessed, obsessed with desire to be at the top. Thank you very much | :14:23. | :14:31. | |
indeed. Today the week-long collision between the pulpit and | :14:32. | :14:36. | |
politics was stepped up by the intervention of the Archbishop of | :14:37. | :14:42. | |
Canterbury in the row over sanctions over benefits designed to get people | :14:43. | :14:46. | |
back to work. He wrote a letter signed by 40 Clergy decrying the | :14:47. | :14:50. | |
benefit cuts, saying half a million people in the UK have visited food | :14:51. | :14:54. | |
banks since last Easter. This is what I have got so far donate bid | :14:55. | :15:00. | |
friends, neighbours and also the Citizens Advice Bureau. Terry has | :15:01. | :15:09. | |
just had his job-seeker's allowance stopped, because he misread the date | :15:10. | :15:13. | |
he had to sign on. Sanctions of stopping someone's benefits if they | :15:14. | :15:17. | |
haven't made enough effort to look for work, are part of a package of | :15:18. | :15:21. | |
reforms designed to get people back to work. I have only been out of | :15:22. | :15:25. | |
work really for about two or three years inbetween jobs. The fact that | :15:26. | :15:30. | |
I'm being penalised in such a way after paying in so much money in | :15:31. | :15:34. | |
national insurance contributions, tax, etc, etc, I think it is an | :15:35. | :15:43. | |
absolute disgrace. But those reform, say Church of England bishops are | :15:44. | :15:46. | |
forcing people to choose between heating and eating. David Cameron | :15:47. | :15:51. | |
has a moral imperative to act. The head of the Catholic Church in | :15:52. | :15:55. | |
England and Wales blames the coalition for creating destitution. | :15:56. | :15:59. | |
Ministers, he says, have torn apart the traditional safety net for the | :16:00. | :16:03. | |
poor. And those words were backed up today by the Archbishop of | :16:04. | :16:08. | |
Canterbury, those who criticise the coalition are simply giving voice to | :16:09. | :16:14. | |
an upswell of feeling. On Monday's Newsnight rereported on the em-- | :16:15. | :16:20. | |
reported on the impact of benefits sanctions. It is really damp. At | :16:21. | :16:28. | |
this foodbank in axe ington, staff say 70% of people coming in for food | :16:29. | :16:33. | |
parcels have been sanctioned. How do you end the poverty trap, how do you | :16:34. | :16:36. | |
make work pay? Is it right that people remain stuck on benefits? Is | :16:37. | :16:43. | |
it moral? Well to discuss where moral arguments and benefits are the | :16:44. | :16:48. | |
MPs Steve Baker a member of the Conservative Christian Fellowship, | :16:49. | :16:52. | |
and Sarah Teather, the former Lib Dem families minister. First of all, | :16:53. | :16:59. | |
both of you are Christians, and you follow faith, but your leader Nick | :17:00. | :17:02. | |
Clegg said that the church leaders had got it wrong, they were | :17:03. | :17:08. | |
exaggerating? Yes rather a patronising response from my leader | :17:09. | :17:12. | |
there, and not very helpful and not in my view very well informed | :17:13. | :17:17. | |
either. If I think about the experience of a lot of my | :17:18. | :17:21. | |
constituents, I'm afraid I'm seeing far too many people who are made | :17:22. | :17:24. | |
destitute and put into severe poverty by the benefit changes. I | :17:25. | :17:28. | |
mean for example I had a woman where the whole of the last trimester of | :17:29. | :17:32. | |
her pregnancy she had no money whatsoever. I had another case where | :17:33. | :17:36. | |
somebody was sanctioned for failing to turn up at an appointment when | :17:37. | :17:41. | |
she was having surgery for cancer. I am afraid the Archbishop's criticism | :17:42. | :17:46. | |
this week really chimes with my own experience. And do you think the | :17:47. | :17:50. | |
Clergy, the senior Clergy were right to put it in the terms they put it? | :17:51. | :17:54. | |
The Clergy are right to speak up for the poor, of course, I don't think | :17:55. | :17:57. | |
it was right when the Archbishop said that the welfare state has been | :17:58. | :18:00. | |
torn away. I don't think that stands up to scrutiny. We are still paying | :18:01. | :18:04. | |
job-seeker's allowance and pension, the health service is still there. | :18:05. | :18:08. | |
But is it true that the welfare state is failing people and leaving | :18:09. | :18:12. | |
them destitute, I am afraid it is. The bureaucracy is always | :18:13. | :18:16. | |
inefficient, it is not way of dispensing kindness, like Sarah I | :18:17. | :18:20. | |
have seen cases where as an MP I have had to step in and help. | :18:21. | :18:24. | |
In terms of the moral purpose of politicians, is that often at odds | :18:25. | :18:31. | |
with the actual facts of policy? That is a broad question. In this | :18:32. | :18:37. | |
regard. They have a moral duty to lift people out of poverty? I think | :18:38. | :18:43. | |
from my perspective it is difficult to discern what the clear moral | :18:44. | :18:47. | |
vision is behind welfare reform, there is three things going on all | :18:48. | :18:52. | |
at the same time, you have Iain Duncan Smith's original idea around | :18:53. | :18:55. | |
Universal Credit, that was something supposed to provide a flexible | :18:56. | :19:00. | |
dynamic system responding in real time to people's wage changes, that | :19:01. | :19:03. | |
simplified the system that meant people were better off in work. In | :19:04. | :19:06. | |
my view the original vision was a good thing. That was quite a moral | :19:07. | :19:11. | |
vision from Iain Duncan Smith. It had a lot to commend it. The problem | :19:12. | :19:18. | |
is it has been cut against by two other things. We have taken a lot of | :19:19. | :19:21. | |
money out of the system undermining how it would work. The third-most | :19:22. | :19:25. | |
important thing is it is overlaid by a number of directly political | :19:26. | :19:30. | |
interventions that are more about trying to demonstrate whose side we | :19:31. | :19:34. | |
are on rather than really about helping individuals get back into | :19:35. | :19:37. | |
work. That is interesting, so in fact, let's take the money out of | :19:38. | :19:44. | |
this, actually what the policy reflects is a political purpose and | :19:45. | :19:47. | |
therefore you could say that actually it is not about the | :19:48. | :19:49. | |
morality of it, it is about politics? I don't think that is fair | :19:50. | :19:52. | |
comment. I think Iain Duncan Smith is a deeply moral man. I got | :19:53. | :19:58. | |
involved with the Centre for Social Justice in 2007 or so. When you look | :19:59. | :20:02. | |
back at the broken Britain, breakdown Britain report in 2006, it | :20:03. | :20:06. | |
is clear even then there were profound failures in the welfare | :20:07. | :20:11. | |
state. People living in entrenched cycles of poverty and the welfare | :20:12. | :20:15. | |
state was not breaking. His whole journey is one of moral purpose and | :20:16. | :20:19. | |
resconetruction. The idea of lifting people out of poverty and getting | :20:20. | :20:23. | |
them out of the benefits cycle. But if you are a churchman, or | :20:24. | :20:30. | |
churchwoman, and you see half a million people in food banks? So I | :20:31. | :20:34. | |
would agree with the Archbishop there is an acute moral imperative | :20:35. | :20:38. | |
to act, but who should act and who should pay for it. The problem we | :20:39. | :20:41. | |
have is you can't take the money out. We are spending ?1 billion more | :20:42. | :20:48. | |
a year than we can raise in tax. It is ?3,400 per taxpayer, we can't | :20:49. | :20:51. | |
afford it. Who should be paying for this morally? I think there are two | :20:52. | :20:55. | |
things, I would say, I don't accept the argument that the best way to | :20:56. | :20:59. | |
balance the books for us as a country is to do it all on the backs | :21:00. | :21:03. | |
of the poor. We have taken too much out of the benefits system, it has | :21:04. | :21:08. | |
been done too quickly. You can make one change and people may have | :21:09. | :21:12. | |
enough resilience to cope, when you make change, after change, after | :21:13. | :21:15. | |
change, people have no capacity to deal with it. We have removed a lot | :21:16. | :21:19. | |
of the system that is support people like the crisis loans and the social | :21:20. | :21:23. | |
fund is not there in the same way that people are really able to | :21:24. | :21:29. | |
access. Vincent Nichol is saying that it is immoral to leave people | :21:30. | :21:34. | |
in destitution? It is immoral to leave people in destitution, we | :21:35. | :21:39. | |
should lift them out of it, how should we do it. To answer the how | :21:40. | :21:44. | |
to balance the budgets on the backs of the poor. Nobody wants to do. | :21:45. | :21:47. | |
That but three quarters of the Government spending is social debt | :21:48. | :21:55. | |
interest and education. The fact is, if we are going to protect the | :21:56. | :21:59. | |
health and education budgets, if we can't keep cutting defence and | :22:00. | :22:02. | |
foreign affairs, it has to come out somewhere. We can't cut pensions. | :22:03. | :22:08. | |
Most of it has come out of the same group of people. I want to say | :22:09. | :22:10. | |
something else, that is also, some of the things that have been most | :22:11. | :22:14. | |
devastating don't save money. The overall benefit cap for example has | :22:15. | :22:18. | |
a devastating impact on a small number of people, who have no | :22:19. | :22:21. | |
possibility of making claims for themselves, but save no money for | :22:22. | :22:25. | |
the country. Thank you very much indeed. Some of the most memorable | :22:26. | :22:30. | |
images of the last 20 years have been in adverts, the Guinness | :22:31. | :22:36. | |
toucan, the Milky Bar and the PG Tips Chimps. According to a new | :22:37. | :22:40. | |
book, companies no longer need to spend millions building brands the | :22:41. | :22:43. | |
Internet will do it for virtually no money. Now is about price comparison | :22:44. | :22:48. | |
websites, customer reviews and trusts bloggers, is the era of big | :22:49. | :22:54. | |
brands over. In a moment a former Saatchi and Saatchi executives talks | :22:55. | :22:59. | |
to us. But first this. # I would like to buy the world a | :23:00. | :23:03. | |
home # And furnish it with love | :23:04. | :23:06. | |
# Grow apple trees # And honey bees | :23:07. | :23:12. | |
# And snow white turtle to doves For more than a century Coca-Cola has | :23:13. | :23:18. | |
been peddling so much more than brown cabonated water, this brand is | :23:19. | :23:22. | |
not going flat any time soon. Some argue brands are under threat, | :23:23. | :23:26. | |
because ads like this can so easily be drowned out by an ocean of | :23:27. | :23:31. | |
on-line information. Some even predict that is brands could become | :23:32. | :23:36. | |
mere museum exhibits. Back in the day it was hard to find out whether | :23:37. | :23:40. | |
a Roberts Radio was better than a Decca, you could ask the bloke | :23:41. | :23:44. | |
behind the counter or your next door neighbour, but it was hardly perfect | :23:45. | :23:49. | |
information. People tended to rely on brand names, the Internet has | :23:50. | :23:53. | |
changed all that, you can go on-line and read reviews by customers and | :23:54. | :23:57. | |
experts, and you can still ask your neighbour and all your other friends | :23:58. | :24:02. | |
on Facebook. Some argue the brand is much less important. I will mix it | :24:03. | :24:06. | |
up a little bit today, I will do it on boxing and a review of the ASUS, | :24:07. | :24:13. | |
66 dual band wireless... . It was the on-line techie reviewers that | :24:14. | :24:20. | |
helped ASUS, a Taiwanese company with little label recognition to | :24:21. | :24:25. | |
become the third-biggest seller of tablets. To enable the best web | :24:26. | :24:29. | |
connection. Because they couldn't rely on brand name they say they | :24:30. | :24:32. | |
broke through on quality of product and virtual word of mouth. | :24:33. | :24:38. | |
Introducing the holiday assurance. But it is not just the tech sector, | :24:39. | :24:45. | |
Hyundai say they expect customers to thoroughly research their cars | :24:46. | :24:48. | |
on-line before they buy. It makes it much harder to hide behind the | :24:49. | :24:53. | |
brand. 80% of the customers who go into a showroom today and buy a car, | :24:54. | :24:58. | |
80% of them have already gone on-line. And what that has done, in | :24:59. | :25:03. | |
terms of the purchasing of a vehicle, it has changed about 15 | :25:04. | :25:09. | |
years ago, people would visit four dealerships, today they visit one. | :25:10. | :25:14. | |
Two dealerships. The reason being, so it is almost when they are going | :25:15. | :25:17. | |
in there they have almost decided to buy that brand. So what they have | :25:18. | :25:21. | |
done, they have done the investigation beforehand and they | :25:22. | :25:25. | |
have done it on-line. Not everyone is convinced that all this | :25:26. | :25:28. | |
information is necessarily very informative. In fact, it is | :25:29. | :25:32. | |
overwhelming. The brand, they argue, has never been more important. The | :25:33. | :25:38. | |
marketing industry has always loved to talk about brand loyalty, of | :25:39. | :25:41. | |
nurturing relationships with consumers. But is this talk of | :25:42. | :25:46. | |
monogamy ever been realistic, haven't customers always been serial | :25:47. | :25:54. | |
adult at thor, take coke drinkers, the ultimate two-timers, 70% of them | :25:55. | :26:04. | |
also prink Pepsi. So much for loyalty. | :26:05. | :26:07. | |
We have the chair of the brand consultancy Brand Cap, and Emanual | :26:08. | :26:12. | |
Rosen is the co-author of a new book, Absolute Value. It argues that | :26:13. | :26:16. | |
the brands in decline in some sectors. Rosen ruchings you don't | :26:17. | :26:20. | |
deny that people love brand, they feel a loyalty to brands, an | :26:21. | :26:26. | |
affinity to a brand, it says something about them? In this book | :26:27. | :26:33. | |
we are talking about a major shift in consumer decision making as you | :26:34. | :26:37. | |
described in the last few minutes. Consumers increasingly rely on | :26:38. | :26:42. | |
reviews from other user, from experts. Whenever they do that then | :26:43. | :26:51. | |
they add affinity to the brand and a connection, and they play a reduced | :26:52. | :26:55. | |
role. Brands are not disappearing, we are not saying it is the end of | :26:56. | :26:59. | |
brand, but brands will play a reduced role in the quality proxy | :27:00. | :27:04. | |
when people use alternative information sources such as reviews | :27:05. | :27:11. | |
from users or experts. I was going to say though, presumably then you | :27:12. | :27:15. | |
can have an unknown brand, but if you get the ear of an expert who | :27:16. | :27:19. | |
then promotes it, it is a lot cheaper than spending a lot on a | :27:20. | :27:23. | |
huge brand campaign? It is, absolutely, we have this debate over | :27:24. | :27:26. | |
few years. There is a new social change or retail change or | :27:27. | :27:29. | |
technology change and there is talk about the death of brands. But never | :27:30. | :27:34. | |
one like the Internet? What's interesting about the Internet is | :27:35. | :27:39. | |
great brands have grown up out of the internet. Despite the fact that | :27:40. | :27:42. | |
the talk about the Internet was brands are dead, because it is all | :27:43. | :27:46. | |
going to be exposed, prices will be laid bare and everything else. But | :27:47. | :27:51. | |
we have Google, Facebook, Amazon, these arm so of the world's most -- | :27:52. | :27:55. | |
these are some of the world's most valuable brands. What doesn't work | :27:56. | :28:01. | |
is marketing targeting up a mediocre product. That will be killed stone | :28:02. | :28:08. | |
dead more quickly? Yeah, you have to be a great business and great brand. | :28:09. | :28:13. | |
What about what Rita is saying, massive grand, Google, Amazon, Ebay, | :28:14. | :28:19. | |
Apple, these are huge technology brands of the 21st century? That's | :28:20. | :28:25. | |
true, but the thing is that the brand equity that these companies | :28:26. | :28:31. | |
have created will play a reduced role in the decision by a customer | :28:32. | :28:36. | |
for his next move. That is you know, you mentioned Google, Google | :28:37. | :28:41. | |
introduced in 2009 a programme called Google Wave. Now Google had | :28:42. | :28:48. | |
back then incredible goodwill... . I think we have a technology problem | :28:49. | :28:53. | |
here! Clearly Google is not running that well. That issue, that he was | :28:54. | :28:59. | |
raising there, the fact that just what you are saying, I suppose, | :29:00. | :29:02. | |
Google had the brand called Google wave, and because it wasn't a | :29:03. | :29:06. | |
successful programme it went down. And Apple had a problem for a while | :29:07. | :29:11. | |
as well? Appleyard is the very best example, in this particular book | :29:12. | :29:15. | |
they talk about in an almost perfect information world. But of course | :29:16. | :29:19. | |
people aren't perfect. People are a bit messy, they make decisions to | :29:20. | :29:22. | |
buy brands on not just rational grounds, and looking at lots of | :29:23. | :29:25. | |
information, but emotional ground too, do I like it? Frankly, as far | :29:26. | :29:31. | |
as information is concerned then human beings aren't going to be able | :29:32. | :29:36. | |
to stay awake for much longer reading all these reviews and short | :29:37. | :29:41. | |
cuts. You wouldn't deny that new product, start-ups and so on, that | :29:42. | :29:45. | |
doesn't have huge budgets for brand building will turn to the Internet | :29:46. | :29:49. | |
and you have to devise a different way of displaying a brand? | :29:50. | :29:52. | |
Absolutely. You don't need a huge advertising budget any more. It is | :29:53. | :29:56. | |
true. But what branding is these days, it is not just something you | :29:57. | :29:59. | |
stick on a product and advertise. This is about everything you do and | :30:00. | :30:03. | |
make and say in a business. So for example you need to make sure that | :30:04. | :30:06. | |
your people understand what they are doing what your brand is about, so | :30:07. | :30:09. | |
they can serve people in the right way. It is not just about the | :30:10. | :30:13. | |
product itself. But is there a danger that actually we're going to | :30:14. | :30:18. | |
have narrowing of choice then, because what happens is your arch | :30:19. | :30:24. | |
blogger or expert or Go Compare sites or whatever will narrow what | :30:25. | :30:27. | |
people want, which won't be such a good deal for the consumer because | :30:28. | :30:34. | |
the price will go up? We won't see a narrowing, there is always | :30:35. | :30:39. | |
development, and you have such competition that it forces companies | :30:40. | :30:43. | |
to keep on innovating and improving their product. The way to generate | :30:44. | :30:46. | |
long-term sustainable value is to create brand. Products come and go, | :30:47. | :30:52. | |
people die, but brands live on. Out of the top 50 brands they have been | :30:53. | :30:56. | |
there for 50 years or more. Thank you very much, we probably need a | :30:57. | :31:00. | |
new brand of line to get us to America. That is all we have time | :31:01. | :31:02. | |
for tonight. Jeremy is back on Monday, have a good weekend, good | :31:03. | :31:05. |