Brand management for a franchise is best suited to someone who has outstanding marketing knowledge, an ability to influence stakeholders and draw upon empathy to achieve the best result for the network. Brand management and marketing for a franchise traditionally involves building and balancing three types of brand positioning: franchise marketing – positioning the brand to [...]
Marketing teams within an enterprise are a powerful mix of skills, experience and perspective. Your job as a leader is to empower them as a team and individually and to build the understanding of, and respect for, the marketing team within the broader organisation. 1. Understand and match skills to business needs Marketing teams need […]
Managing a brand is a complex undertaking, especially if multiple stakeholders are using the brand. The more stakeholders, the more difficult it is to ensure brand compliance. As a brand manager, ‘managing the brand’ can be reduced to logo control, but true brand management – and ensuring brand compliance – involves working across the entire […]
Efficiency in marketing production seems like nirvana for most marketers and heads of marketing. Seemingly out of reach for time pressured and resource-poor marketers, we know we should be more efficient, but how exactly are we meant to achieve it? In several enterprises I have worked for, we had a multi-disciplinary team of 15-20, a […]
An on-brand strategy defines how a business approaches every aspect of their marketing strategy. Marketing strategies don’t just incorporate advertising – when marketing is focused, it also incorporates reputation management, social media, search engine optimisation, visual branding, and customer service. Since marketing is as much about visuals as it is about customer [...]
The very fabulous Dr Catherine Ball said ‘You have to see it, to be it‘ at a business lunch, and oh my gosh, it resonated with me. With the Australian Institute of Company Directors (AICD) this week announcing that 29.7% of all ASX200 board roles are now filled by women – very close to the […]
