Brand management for franchise

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 [...]

Read More

Empowering marketing teams

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 […]

Read More

How to ensure brand compliance

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 […]

Read More

What does on-brand mean?

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 [...]

Read More

You have to see it to be it

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 […]

Read More
page  1  of  16