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


There is one comment at the moment, we would love to hear your opinion too.

  1. melanie 15 Mar 2017

    the lesson are so very nice

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