Peter Matthews DTX 2019 Interview

Peter Matthews DTX 2019 Interview

NATALIE TURNER [00:00:13] Hello and welcome back to day two of the Digital Transformation Expo. I’m Natalie Turner with Disruptive Live. And here I have my fabulous co-host David Savage, you alrght David?

DAVID SAVAGE [00:00:23] I’m fine, thanks Natalie.

NATALIE TURNER [00:00:26] Hello. Thank you so much for joining us. Peter, so Peter is the CEO from Nucleus. He has kindly joined us on Disruptive Live today. And we’re hoping to find out a little bit more about your company and what you do. That would be a great start if you could go straight into that for us.

PETER MATHEWS [00:00:47] Our interest in digital disruption is all around brand, and how to communicate you are a disruptive brand, so we work with a lot of clients to launch new products, name new products. And make sure that we communicate the brand promise with clarity and make it as simple as possible for the end audience to understand what you do.

NATALIE TURNER [00:01:04] So digital transformation expo, you said that this is your first year here. I know you haven’t had a look around just yet, but what are you hoping to achieve from the event this year?

PETER MATHEWS [00:01:15] Well, looking out for. Whats really happening, what are the new ideas work out, which is a truly disruptive business models as opposed to just new innovations. We see it as being quite different. So truly disruptive models. Really sort of a very difficult for incumbents to to fight off. And we’re looking for those kind of brands to work with in terms of helping them with their branding and helping position them with all their audiences.

NATALIE TURNER [00:01:48] Fantastic. So you’ve been in the business for 40 years. That’s quite a long time. So what are the main differences you’ve seen and where where are we going? What’s the future? Where is the future heading?

PETER MATHEWS [00:02:00] Well, where were you when I started, it was as if as a brand designer creating new brands and then when the Internet came along. He designed our first Web site in 1994. We created Sainsbury’s first online supermarket in 95 and first direct online banking in 96. So we were really early into digital. And the whole digital piece has transformed its business and we’re now seeing is now able. You’re now able to launch a new business with a disruptive model. And a very clear and precise message which can allow you to grow extremely quickly, much faster than in the 80s, 90s or even in the noughties.

NATALIE TURNER [00:02:45] So how does the role of brand experience? How does that fit into digital transformation and what you do?

PETER MATHEWS [00:02:52] Well, if you digitally transform something, you got to tell your audience that you have. So you got to deliver better brand experiences, simpler processes. For instance, we’re just today a new brand that we created, a Challenger bank for five, the bank that revives your finances and has launched what you have to do with every touchpoint in a brand like that is not only create the new name, create a strong proposition, but but also create really frictionless processes. When you want us, for instance, sign up to join this bank. So you use an app or you can join up online. But every process has to be simple. Every process has to be intuitive. And then the design obviously needs to look serious, it’s competing with the big incumbent banks and Bonzo and and others. So everything has to be really, really well thought through and delivered beautifully.

DAVID SAVAGE [00:03:49] What would your advice be to them? We’ve had success stories like Monza and Revolut and Starling Bank coming in in fintech. And there are more and more news, new companies entering this space. And because we hear people talking from a marketing point of view, like tribes and being obsessed with brands and passion, and it always feels a little bit inflated in the language. I mean, if you boil it down to what makes good branding. What advice do you give to those new people coming into the market?

PETER MATHEWS [00:04:15] Well, a good brand promises something to the customer which it delivers and can deliver consistently. And and a disruptive brand will do that in a different way to the incumbents. And technology isn’t necessarily disruptive. Making things better, faster, cheaper isn’t disruptive. That’s the old model, being disruptive is finding a point in the marketplace which no one currently addresses or the incumbents can’t address profitably and exploiting that opportunity.

NATALIE TURNER [00:04:50] Unfortunately, we do have to leave it there, we’ve run out of time. Thank you so much for joining us on Disruptive Live. Everything you’ve said has been informative and engaging and thank you for telling us more about your company. Well, good luck to you. I mean, it sounds like you’re doing very well as it is.

PETER MATHEWS [00:05:04] Thank you.

NATALIE TURNER [00:05:05] That is all from us for now, however. Please don’t go away. We have a very exciting guest next. Don’t go away. See you in a bit.