So...

When I first met you that day in the Merion, and I remember coming away from it, I thought I'd talked myself into it, and I said, how am I going to get out of this? But I'd seen the reaction to Katie, and the thing about, I'm getting a lot of credit, I get a lot of credit, but the person who sold this fight was Katie Taylor.

And I'd seen that firsthand going around the country.

We had this bus trip, this idea would come up, and we sold it to Brian, and he went on the bus trip for five days.

And I'd seen it firsthand when Katie arrived into town, the reaction she has.

Not only is she an unbelievable person, But the respect and the love she has all around the country, I don't think we'll ever see it from any sports person ever again.

The way she can handle herself, she'd make you proud to be Irish.

I know, but has there been anything? I mean, this is right up there,

Pete, is there anything you want to add to that about how you move from invisibility or a boring category, um, into something that's a bit more engaging?

Yeah, I mean, I just think it's amazing that up until maybe 10 years ago, no one ever thought about their energy supplier, um, let alone thinking about your energy supplier as something you would have a great fondness for.

Um, and there's not that many categories really where anybody has any real deep fondness for a brand.

Uh, you know, in banking, there's some banks where people might have that feeling, but I think it's fascinating how the business set out to achieve something that was different in the market and stood out from everyone else, and the impact that we've seen as that, as a result, and the growth that it's achieved.

And I thought the point you said there about we just supply customers' bills.

Uh, but actually, that, y- I mean, that's, y- the, the role, you're not, you're not, you're not creating the energy.

Well, you could be r- running, running small fans, but your job is to help customers.

Yeah.

I want to be involved in this moment of history for our country.

It's sort of come about.

I know Brian for years.

We go back.

I first met him when he was looking after Wayne McCullough.

That was the only fight I was ever involved in.

Your outfit was actually one of the fights I remember.

it's a

Why don't you start by explaining why you conduct this research and why Britain seems to be falling behind?

Thank you.

Well, thank you for having me, first of all.

So we've been doing this research for over 20 years, um, and it helps us to understand the brands that are performing in the market, but also the ones that are most likely to grow.

And as you said in the intro there, uh, by understanding the perceptions that people have of companies, that's a very strong predictor of their likelihood to grow over time.

And we found that over, over the p- period that we've running, these, uh, stronger brands have outperformed the S&P 500 and the MSCI World Index.

So brand strength is a, is an irrefutable predictor of, of growth.

We've spoken quite a lot about the companies at the top of the list, but I suppose sort of lower down the rankings, are there any particularly promising British brands that you're seeing rising up at the moment that you think actually could be in the upper reaches give it, given a few years?