OUR MANIFESTO FOR MARKETING LEADERSHIP

How to become a bolder marketing leader

Bold marketing leaders sense what customers want and find new and better ways to respond: profitably and competitively.

To become a bolder marketing leader you need to master three things: FUTURE, ENGAGE and DELIVER.

Create a shared vision of how you will succeed:

Make sustainable growth your ultimate goal

  • Aim to create lasting success, financially, socially and environmentally

Agree to a guiding purpose, set a stretching goal

  • Uncover the reasons why your organisation and brand exist
  • Use this as a guiding start for current and future colleagues, partners and suppliers
  • Create a bold vision of what success looks like
  • Share widely

Choose where and how to compete

  • Clarify which customer needs you meet, in line with your purpose
  • Assess your organisation's most important capabilities
  • Work out the implications of future trends
  • Look across this picture and decide where you can most successfully play and how you will win

 

20 challengers to watch in 2017, by eatbigfish

Covering categories as diverse as fitness, finance and football, and from new start-ups catching eatbigfish's attention in 2017.

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Knowing why you're here

Anyone unlucky enough to have seen England play in Euro 2016 will know what a team looks like when it isn’t connected, inspired or led.

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How do we win in the age of The Unreasonable Consumer?

Adam Morgan, Founder & CEO of eatbigfish - the company behind the "challenger brand" - presents "How do we win in the age of The Unreasonable Consumer?"

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THE PATH TO PRESIDENT TRUMP

The unthinkable has happened: Donald Trump will be the next US President. There’s no sense in rehashing how we got here, or wailing and gnashing teeth.

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Could your brand pass the psychopath test?

Corporate personhood has a long-standing basis in law. Indeed, the idea that the corporation is a separate legal entity from the people who own it and work there is the foundation of corporate law.

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The last days of disco, by Jim Carroll

When it’s time to rediscover relevance. ‘I can remember planning, Building my whole world around you. And I can remember hoping, That you and I could make it through.'

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Can we have the best of local and global?

Despite working in branding, it’ll come as no surprise to anyone when I say I’m not a big fan of brands.

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Why should marketers care about purpose?

Paul Twivy delves deep into the topic, taken from our Market Leader archive.

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David Wheldon on the importance of purpose

Barclays' David Wheldon, talking during our Marketing Leaders Programme, on the importance of purpose.

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Is your brand ready for 2025?

The Future Foundation's Meabh Quoirin at our Annual Conference 2015.

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Posted: 11 May 2017
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