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 [...]

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 [...]

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 [...]

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 = 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 [...]

It is one of the maxims of marketing – you need to connect with your audience through emotion. We pretend we are rational creatures but studies have demonstrated we make emotive choices [...]

There are two common channels for ‘creativity’ – one linked to the creative arts and one linked to thought. In a multi-disciplinary marketing team there is often a fabulous mix [...]

Everyone is a word. It isn’t a group of people. Everyone doesn’t want you. Don’t get sucked into thinking what you have is for everyone. Find an audience, solve their problem.  

The urge to broadcast our brand, our value proposition, our offering is very strong particularly for executives for whom awareness and recognition are both powerful personal and professional [...]

We are in the era of big data, absolutely. Everything we do, click, view (and seemingly think) is captured in databases that are so much bigger than the first computer. There are copious articles [...]