My grandfather owned a trading store in a small village in Newcastle where he sold a variety of products. I have fond memories of being awakened by Coca-Cola and Albany bread trucks delivering their products. I was about 8 years old and I was already very brand conscious. I can still picture the captivating Mobil Gas advert featuring the red flying horse. I was drawn to that ad, and as I grew older I realised that my affinity for that brand and that of Coca-Cola was not coincidental. There was science to it. This piqued my curiosity leading me to pursue my in-depth study all the way to Masters level. Eventually, I founded my brand leadership company. I am Bongi Bako. Welcome to Brand Boss, a podcast where we engage with conversations with esteemed brands and brand builders to help you build robust brands that will endure for the next 100 years.