London-based brand consultancy David Carroll & Co discuss brand and business with CEOs who've used their brand to change their business.

FIS (Finishes and Interiors Sector) CEO, David Frise, discusses how having a shared vision unified the merged organisation.

The Merger: From Two To One

Equity Impact Partners CEO, Keith Holdt, discusses the role of brand in changing businesses and the value of creating his own new brand

The New Brand: Taking Businesses from Baffling to Booming

McBains CEO, Michael Thirkettle, discusses how they've used their brand to change their business.