strategy that the rest of the business willingly falls behind, based on great insights and

great responses from customers. What I have been talking about today - which is the brand

position of Boots ëchampioning everyoneís right to feel goodí - is based on customer

insights and is still the brand strategy five years after its inception, because the organisation

believes it helps them to lead their parts of the organisation more effectively for customers.

I think the role of customer insight, in truth, is right at the heart of an organisation.

In the Boots organisation customer insights helps us to make better decisions in every

aspect of the business - everything from where we should locate our stores, how we should

range our stores, what products we should put in to our stores, how the communication

should show up for customers. I donít think there is any part of the organisation that

doesnít require customer insight to make sure they make the best decisions for customers.

I think the important thing about getting any brand strategy and customer strategy or

customer agenda to life is actually Ö we in marketing should put the framework in and

then allow and work with other parts of the organisation or the functions to fill in that

framework. So actually the customer agenda is driven as much by what other functions

- whether they be stores, whether they be trading teams or commercial colleagues - put

into that framework to bring it to life. So I think marketing creates the framework and

the other functions populate the framework.

I personally am motivated by doing great work and great work on behalf of customers in the

British public particularly. I want whatever we do to show up in a truthful honest way

that when punctured actually the integrity of the customer proposition plays through.

So I would think integrity of the customer offer, integrity by the way we bring that

to market is massively important to me. Integrity is important to me in my life and therefore

it follows me into my workplace.