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.
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