In this episode of The View, Neil Armstrong sits down with Jennifer Lawrence, Chief People & Transformation Officer at Card Factory, to go beyond slogans and explore how living your brand actually shapes the heartbeat of your organisation.
They pull back the curtain on the hard work behind employer branding that matters – where your stated purpose meets lived behaviour – and how clarity, consistency, and courage pay off in culture, engagement, and growth. As retailers struggle in volatile markets, Card Factory’s success shows how “people first, brand always” can be a business strategy, not just a nice aspiration.
If you lead HR, culture, or talent strategy, this episode gives you a playbook to shift brand from billboard to backbone – because authenticity isn’t optional. It’s how you win trust, loyalty, and results.
Below are approximate timestamps and topic highlights so you can jump to what’s most relevant:
00:00 – What does “authenticity in action” mean, and why it matters now
03:10 – Card Factory’s brand story & evolution; Jennifer walks through how they’ve defined their purpose and translated it into internal culture
08:25 – Connecting purpose, brand & strategy; How brand clarity anchors decisions in volatile times
13:45 – When internal experience misaligns with external brand. What happens when promises don’t match behaviour – and how to course correct
18:30 – Leadership, credibility & consistency. Why leadership buy-in and modelling matters – especially when the stakes are high
23:50 – Practical steps & guardrails. What organisations can do to embed purpose into policy, process, and everyday decisions
27:40 – Final thoughts and questions for leaders to take back into their teams.
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