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Business storytelling with Giles Lury of The Value Engineers

Captivating radio interview on the subject of storytelling for business with Giles Lury the Executive Chairman of The Value Engineers. We heard some super insights into brand archaeology to find the story, and more, as only Giles can tell it – in story form.

The podcasts are now available further down the page.

This interview was broadcast on Radio Horton 29th January 2015

Asking the all important questions is ex BBC journalist and regular presenter Iain Nicholson.

Show host Ian Gentles.


When a brand is heading for trouble, go back and do a little brand archaeology to find what made the brand GREAT.


The podcasts

Fascinating 2:39 second story of Greggs the bakers turning down the Hollywood actress Milla Jovovich (who starred in The Fifth Element) to become the face of Greggs

Play the podcast


Giles tells us a 2:39 second story of the birth of the Tesco boom years. It came down to 10 words. To create value for customers to earn their lifetime loyalty.

Play the podcast


The Marmite effect. Not everyone is going to love you. And that’s rather useful. We hear the story of iconic British brand Fray Bentos changing the recipe of their steak and kidney pies in this 1:22 second snippet,

Play the podcast


You can hear the FULL enthralling interview right here

Play the podcast



Giles specialties include:Brand positioning, re-positioning, brand extension and brand architecture. Renowned for his creative spark. Favourite workshop prop: One of his Lego watches.

Giles launched his career in advertising in 1982 where he built up his reputation for 12 years, winning not one but  two IPA Advertising Effectiveness Awards. He brings an invaluable 360 degree perspective to any project with a wealth of experience in communications, packaging and corporate identity as well as a strong hand in brand consultancy!

In addition, he contributes regularly to the media and is the proud father of four books: “Brandwatching”, “Adwatching”, “Researchwatching”, and the latest release .

Author of ‘The Prisoner And The Penguin‘“ and 75 other modern marketing stories” –a book of marketing fables – engaging story with a marketing tip dressed up as the moral of the story

A champion of brand archaeology and have been (flattered) to be called “the Brand bard”

Giles now focuses his time on honing specialisms in Branding especially positioning, architecture and extension.

If you enjoy storytelling

We also enjoyed the company of Giles back in 20th February 2014. The podcasts of that absorbing can be found via this link


Want to contact  with Giles or The Value Engineers? Click the link below…



This show online presence is being supported by Knowing Your Business partner OxCopy

OxCopy – Copywriting for Oxfordshire and beyond. Let OxCopy take care of producing your regular, vibrant and engaging articles and stories to be used online or in print.


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This week the Knowing Your Business show was presented by Ian Gentles and guest presenter Iain Nicholson


Ian Gentles Digital Marketing Specialist based in Banbury Oxfordshire, The founder and Digital Marketing Manager of Knowing Your Business (the business radio show that is a rather useful marketing vehicle with podcasts).

Helps Business towards – increasing their (on and off line) sales and boosting their business reputation. Deals in the aspect of digital communication strategy concerned with understanding market opportunities, cultivating markets and customers, and generating awareness and demand for product and services.

Often known as somebody who spends at lot of time in online social spaces who also has a deep interest in the spaces where technology, culture and big ideas overlap.

Want to contact or connect with Ian Gentles? Click the links below…


Iain Nicholson – a town centres specialist who has worked on a number of projects and initiatives in towns and city suburbs.

Iain draws on his background as a leading PR & Communications for business specialist in Oxfordshire and his expertise in public relations, business communications strategy, using social media, and skills training.

Iain is a former BBC radio journalist and co-founder of countywide business network OTCN.

Want to connect with Iain? Click the links below



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Knowing Your Business Show time is every Thursday from 10 am until 12 pm on Radio Horton.

If you have any questions for our guests, or if you want like to leave a comment, please do.

2 Responses to Business storytelling with Giles Lury of The Value Engineers

  1. Some great stories here and useful for those of us in the early stages of developing our brands.

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19th November Show

This week we discuss all type of business subjects

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  • To be confirmed