The power of brand integrity (saying what you do and doing what you say) is at the centre of many friction points between brands and their customers. Saying what you do and doing what you say (particularly the second part of the phrase) is incredibly powerful, and cannot be replaced by advertising spend, spin campaigns […]
The central marketing teams of enterprise-level companies face challenges supporting large and diverse internal clients while also producing campaigns to drive enquiries and leads. Having led marketing teams in retail, education and government, I understand the challenges of a central marketing function and having led large marketing teams at enterprise-level, I understand the [...]
If brand management is a little bit like herding cats, then brand management in a decentralised environment takes an incredible amount of finesse and a strong plan. A brand is only as strong as its weakest usage – our cumulative experiences of the brand form our impressions, and if these experiences are in disarray, if these […]
The question of a house of brands or a branded house leads into brand architecture and is another way to approach the development of your architecture and structure. Whether you are an established brand looking to expand, or a new business mapping your brand and product structure, you will benefit from a considered approach to […]
I love being creative and launched a jewellery label with a friend a little while ago. My background in fashion design however means I have always wanted to build a fashion label. Not one to take over the world, but one that has meaning to me and my customers. That inspires women to put on […]
Marketing = sales. The sales team are the ones out there pitching the product and figuring out what works and which customers are the real deal. Marketing for startups means your sales and marketing people need to be joined at the hip. A lot of marketers traditionally don’t have a lot to do with sales. That ends […]
