A few pointers and opinions on Brand Marketing and Value Propositions.
Feel free to share your thoughts with me at hello@focusedpropositions.com

The role of marketing. At the Festival of Marketing

I went to the Festival of Marketing thinking about my own purpose as a marketer.  I think marketing has great power to do good in the world, but as Uncle Ben said (think Spiderman not rice) with great power comes great responsibility…

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Planning Season: 5 elements of a good marketing strategy

It’s planning season. The need to balance long and short-term goals is heightened in Q4 and it’s a busy time for marketing teams. How do you find the resource to build the five elements of a marketing strategy?

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Think brand value doesn’t exist? Visit Valentino Rossi Town.

I’m just back from a week’s break in Italy where I spent three days in a sea of yellow.  If you’ve ever thought that brand value doesn’t exist, visit Misano for the MotoGP. When it comes to the brand value race, only Valentino Rossi is on the grid…. 

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Reframing: spin, or finally asking the right question?

The other day I had to commute in rush hour traffic.  When I moaned about this to my partner he suggested I try replacing ‘I have to…’ with ‘I get to….’ Brand reframing is an important tool for understanding the real value of what you offer….

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Marketing Quotes: My Top 5 at Ignite B2B

A couple of weeks ago I took a day out for the B2B Marketing Ignite conference in London.  Like everyone there I scribbled down a range of marketing quotes to help me recall the key points I found interesting. Here are my top 5 and why they stood out to me…

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Consistent brands keep watering the garden

As I sit writing this post I’m in my small back garden. I’m distracted by the fact that some of the plants are looking scorched and it’s not quite hanging together the way I’d designed it. Brand consistency requires continuous re-planting and re-watering, with the marketing team as constant gardener…

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Want brand insight? Seek diverse perspectives

Brand insight is one of the things I deliver.  People tell me I have a knack for getting to the nub of what their business does, how it’s perceived and which customer problems it really solves. How I build that brand insight is a mixture of science and art, usually with a fresh perspective from outside the industry.

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Brand building – the dot-to-dot tortoise

We all know the story of the hare and the tortoise. As a child I liked that story as I don’t walk particularly well – so someone slower winning a race was pretty motivating!  These days I like it because it’s a fundamental of brand building that also helps marketing teams develop and grow.

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Customer Experience Signposting – Campsite Style

I just returned from a weekend camping trip which was a good example of customer experience signposting. As a brand marketing consultant I work with B2B organisations to build and roll-out their value propositions. Signposting customer experience is a useful tool to make it real…

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Freelance marketing and brand momentum

A benefit of being a freelance marketing director is the flexibility it can give me to fit other things around my work. Whilst out training for a 10K walk this morning I was reminded of that moment when a team you’ve built achieves brand momentum….and your value proposition comes together.

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