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.
Related articles
- 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
