Food For Thought Articles
In this section we feature a set of articles that aim to stimulate thoughts and debate.
21.11.2011
Why Marketers need to start loving Pricing
As Marketers, we readily acknowledge that pricing is a core lever of sales, market share and profit growth. Yet it is often overlooked in the building of effective marketing strategies and plans. In this article, Swetha Ramakrishnan, Sarah Jones and Sarah Williamson identify successful approaches to “value-based pricing” and suggest some tools for building capabilities in this critical area. Download
30.09.2011
How Marketing Can Deliver On Sustainability
More and more companies are embracing sustainability. However, faced with so many other pressures and often challenged by this seemingly tricky area, Marketers are often laggards in getting on board. In this article Nicola Day explains why Marketers have a key role at the heart of the agenda and how sustainability, rather than being a side issue, is an essential part of ensuring future growth for consumer brands. Download
10.08.2011
Creativity in Marketing - An Acquired Skill
In this article, Martin Borrett and Rodrigo Barreto consider the enablers to creativity in marketing and introduce a simple framework to support every individual in building these capabilities in order to move an organisation's marketing capabilities from 'good' to 'great' and to deliver new customer value. Download
29.06.2011
The Future of Learning is Fluid
Just as marketers are confronting the reality of multiple channels, new technologies and ever-increasing expectations from their customers, so too is the nature of workplace learning undergoing radical change. In this article Samantha Ellis, Learning Director at BRAND LEARNING, considers the future of learning and the new mindset that capability building professionals will require to deliver effective learning experiences which enrich performance. Download
16.05.2011
Innovation Is Back – But Not As We Know It
Innovation is returning to the forefront of the corporate agenda as organisations renew their focus on growth. But its success will depend on businesses embracing the changing nature of innovation. In this article, Marketing Capability Director Nicky Vickery considers some key factors for success in the new reality. Download
23.03.2011
Commercial Effectiveness – Why It’s Key To Effective Marketing
In this article, Marketing Capability Directors Linda Miller and Deborah Caldow explore what commercial effectiveness is, what it covers and the critical success factors for building capability in this area. Download
01.02.2011
The 6 Steps to Higher Performing Teams
In this article, Group Account Directors Sandra Arkle and Mark Beales consider the opportunities Role Profiling presents and recommend the 6-step BRAND LEARNING approach to galvanise individuals and teams to a shared sense of purpose and marketing excellence. Download
10.09.2010
Marketing in the Network Society – What’s Changing, Why and So What?
This article by Bruce Levi explores what Marketing in the Network Society means, and explains why having a compelling, aligned Digital Capability Strategy is such an essential component of business success. Download
13.07.2010
Is Marketing Capability Assessment on your Radar?
In this article, Hilary Rickard, shares the challenges of marketing capability assessment and introduces BRAND LEARNING Radar. Download
10.06.2010
Shopper Marketing: The ‘silo-busting’ challenge across Sales & Marketing
In this article, we explore how Shopper Marketing can deliver both competitive advantage and bring Sales and Marketing together to create a high performance commercial team... Download
30.04.2010
Insight versus Science - a Culture Clash for Pharma?
This month Ceri James explores the reasons why customer insight generation may be an uncomfortable partner to the scientific process within the Pharmaceutical industry... Download
22.01.2010
Digital Technologies - Implications for Building Marketing Excellence
This month Liz Lacovara considers the implication of digital technologies for employee learning programmes... Download
20.11.2009
Marketing Re-Mastered for The Digital Era
This month Bruce Levi explains how marketers can take a proactive approach to the evolving digital world... Download
16.10.2009
Employee Value Propositions: A Key Marketing Tool for Talent Management
This month Susan Sochart reviews the importance of Employer Branding and the development of compelling Employee Value Propositions (EVPs)... Download
04.09.2009
A Compelling Case For Investment In Marketing Capabilities
This month Liz Lacovara presents compelling evidence that will be of significant value to Marketing, HR and Learning & Development directors in helping them champion the case for investment in marketing capability development initiatives... Download
22.07.2009
Is Marketing Fit for the Challenge?
This month Hayley Spurling shares BRAND LEARNING’S thoughts on the question of whether Marketing is fit for the challenge of re-igniting growth after the recession... Download
26.06.2009
Attracting & Retaining Talent: Yes, it needs Marketing Skills!
This month Ana Maria Santos shares some thought provoking ideas on how the use of Marketing processes, tools and techniques can help HR with more effectively managing their Talent Strategy... Download
19.05.2009
Why Marketing Leadership Matters
This month Michele McGrath shares BRAND LEARNING'S pioneering point of view and latest thinking on the topic of Marketing Leadership... Download
09.03.2009
Return on Marketing Investment
This month Linda Miller gives a valuable insight into the concept and use of Return on Marketing Investment... Download
12.01.2009
Sharpening Your Act In Marketing
This month Andy Bird and Mhairi McEwan explain why businesses might do better to build marketing edge rather than simply cutting heads... Download
18.09.2008
BRAND LEARNING helps ICI (AkzoNobel) Build Marketing Excellence
An extract from September 2008 issue of Market Leader covering the case study of the winner of both the Grand Prix and the Marketing Capabilities ... Download
08.07.2008
Why Marketing Capability Development has come of age!
Mhairi McEwan and Andy Bird, managing directors of Brand Learning, the agency winners of this year’s Grand Prix with their client AkzoNobel, explain why marketing capability development has come of age. Download
15.05.2008
Getting the best from your assets - Marketing Week 08/05/2008
Company owners like to claim that their people are their biggest asset, but when times get hard some of these people are suddenly found to be dispensa... Download
13.05.2008
The war to hang on to talent
Mhairi McEwan and Andy Bird believe it's time the marketing industry embraced flexibility and stopped losing many of its most valuable employees It... Download
20.04.2007
The Art of Marketing Leadership
Michele McGrath, operating board director Brand Learning says it’s time for marketers to stop navel gazing There has never been a better time for mar... Download
13.04.2007
How to Develop Marketing Capability
How to Develop Marketing Capability-Lessons for the Modern Marketer. Training can provide benefits beyond the individual employees. Mhairi McEwan, co-f... Download