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

B2B brands – complex or complicated?

The other day a colleague asked me why I work a lot with B2B brands. My reply was that they can be more complex so need help simplifying what they do into a clear value proposition. This got me thinking. Are B2B brands naturally complex or do we over-complicate how we understand or describe them?

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Storytelling – facts or fake news?

I spent the weekend listening to some brilliant and engaging storytelling at TEDx Kingston and it got me thinking about how much I’ve always loved stories. As a child of the 70s/80s I grew up with Jackanory; now I help brands tell their stories. But does a story have to be true? Or can it be ‘fake news’?

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Brand positioning: knowledge isn’t always power

I think it was Francis Bacon who coined the phrase knowledge is power but for brand positioning, that doesn’t always hold true. I shared with a new client only this week that as a marketing director or brand marketing consultant, it’s often been my lack of industry knowledge that’s led to my success…

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Hire your marketing plan for the right job

It’s the start of the year and for many businesses, a time to refocus teams on longer term goals.  Whether you’re a CEO, Marketing Director or brand consultant it’s a great time of year to focus teams on common goals.  Which is the job your marketing plan is hired to do.

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Change and value propositions – my 2017

As a brand consultant and marketing leader I’ve often been required to lead change.  2017 has been a big year of change for me – inspired by Brene Brown and Mark Manson and supported by friends and family. Embracing change is central to defining your value proposition – as a person or a brand…

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Internal Marketing: what’s inside really counts

Over 20 years ago I went back to Business School to study for a Masters in Marketing.  I researched the key components of internal marketing in charities and ever since then I’ve believed that helping employees understand and engage with your value proposition is part of marketing’s job….

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Brand Purpose – so what? (It’s not about saving the planet)

Brand purpose is something that’s often discussed these days (and usually countered by Mark Ritson). Purpose has always been one of my favourite words, or more to the point, favourite question: “what’s its purpose?” But it doesn’t have to be about saving the planet….

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B2B Marketing – why listen to sales?

I’ve led B2B Marketing and Product teams for over 15 years and always worked closely with sales teams.  Sometimes that’s felt like fun and sometimes that’s been painful.  In B2B Marketing it’s easy to see sales as ‘interfering’ but often they’re giving you a data point much closer to the customer….

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Clarity begins at home – your value proposition

Reading Seth Godin’s blog on having to be machine-readable these days got me thinking about how that impacts a brand’s value proposition.  Most start ups are very clear on what they do and why they’re doing it, but sticking to that value proposition, and articulating it simply are less easy….

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Music and brand marketing – my ‘relevant unexpected’

I studied music at University because it was my favourite subject at school. Studying music required as much left brain thinking as right brain creativity and for me brand marketing is just the same as music – it’s about analysing and creating the ‘relevant unexpected’. What’s yours?

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