Brand-led change at Historic Royal Palaces

Here’s Michael Day, chief executive of an organisation called Historic Royal Palaces, which runs (among other things) the Tower of London. Michael talks about his organisation’s brand idea, which he calls its ‘cause’. As you watch, think about these questions:

• how is HRP funded? and how does its brand help it make more money?
• why does Michael say ‘cause’ rather than ‘brand’?
• what would you say is the most important word in the ‘cause’ statement?

(Michael has now moved on from HRP.)