Key learnings: How to be a great marketing leader

Brand Learning worked with leadership coach Steve Radcliffe to suggest three areas which marketers must master to become leaders.

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  • To read the cover story relating to this ’Follow the leaders’ click here
  • To read opinions from market leaders’ such as Unilever’s consumer insight and marketing strategy director and Bacardi’s global marketing director, click here

1 The future

  • Build belief in a clear vision of market opportunity based on a deep understanding of potential customer needs
  • Be restless with the status quo and look for opportunities to challenge and disrupt
  • Bring the world of the consumer alive and so establish a culture of insightfulness
  • Segment your consumers to help guide what your brand portfolio will look like
  • Generate enduring and inspiring brand ideas to bring consumer benefits to life

2 Engagement

  • Focus people’s attention on the consumer
  • Clarify and integrate internal roles and responsibilities
  • Build relationships with stakeholders with a spirit of ’robust dialogue’
  • Involve people in the brand emotionally, rather than ’communicating at’ them

3 Delivery

  • Be obsessed with understanding and improving the detail of the whole consumer experience
  • Understand the business model and how commercial value is created
  • Focus on evaluating how well you are creating value for consumers and the business
  • Build competitive edge by investing in the skills of other people
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