Chairperson
Brand & Marketing Consultant
Lucian Camp Consulting
Committee
Brand Strategy and Innovation
BlackRock
Global Brand Direct & CMO DirectAsia
Hiscox
Head of Brand Strategy
AXA UK
Director of Customer Marketing
Royal Mail
Former Marketing Director
Barclays UK
Our latest 60 Seconds debate is here, and we would love you to take part.
Achieving differentiation in a crowded marketplace
Do you struggle to create differentiation because you're encouraged t...
June 6, 2019
It has been said that brand is often the most powerful asset that asset managers fail to manage.
How you communicate your brand story to customers is absolutely central to driving a market-leading ...
May 20, 2019
Have financial services marketers been guilty of focusing too much on the short-term, in the chase for ROI? Has this meant a focus on digital channels rather than long-term brand building? What are th...
February 18, 2019
The whole idea of ‘brand purpose’ is everywhere these days. For marketers, it’s not just about nice words, but about knowing how people really feel about their brand, and what is really driving ...
January 29, 2019
“One man’s rubbish may be another man’s treasure.”
Hector Urquhart was a Scottish gamekeeper who lived in the nineteenth century and collected the stories that communities in the Highlands ...
January 17, 2019
Potatoes are very rarely perfectly spherical. Planets are always spherical. At least compared to potatoes. The forces of gravity mean that matter over a certain mass conforms to a spherical shape. Som...
October 25, 2018
Campbell Macpherson, international business adviser and author of 2018 Business Book of the Year, ‘The Change Catalyst’ explores why clarifying your firm’s purpose is the most important thing yo...
June 3, 2019
Jet Cooke is Head of Marketing for End Investors at Fidelity International. Whether for workplace or personal investors, her purpose is to help customers reach their life goals and navigate what life ...
April 29, 2019
I suppose maybe it depends what you mean by disruptive. Some financial services disruptor brands may have impressively disruptive tales to tell about their use of social media or their digital targeti...
April 29, 2019
Purpose-led companies can make a tremendous difference in the world. Businesses have the size, reach and trust it takes, and people expect companies to use this power for a good purpose. Purpose can d...
January 31, 2019
In Lucian’s first Financial Word of the year, he discusses why defining an offer in terms of risk is so counter-productive.
Why risk should not be central to your proposition
I think my favou...
January 17, 2019
The financial services sector has never had a more critical role than the one it will play in 2019. Teamspirit anticipates the challenges for the year ahead
Amid the global political uncertainty an...
January 11, 2019
For countless financial start-ups, big-ticket, big-budget advertising simply isn't an option. But no problem: surely these days you can build brands and recruit customers just as well, if not better, ...
Available to: EAP
Influencers have become an important part of the digital marketing landscape.
Now, just as a number of financial brands are showing an interest, tough questions are being asked. Is influencer marke...
Available to: EAP
Marketers in larger, established FS companies often lament complex processes and legacy IT systems that stand in the way of a more agile working environment to keep up with smaller start-ups. To compe...
Available to: EAP
Inspired by some great case studies, marketers have become increasingly excited about the need to define and maintain a high-level corporate purpose.
But in a field where authenticity is all-import...
Available to: EAP
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Nudge: Improving Decisions about Health, Wealth, and Happiness, the ground-breaking behavioural econo...
Available to: EAPO
All brands strive to have positive perception among consumers, which is shaped heavily by their experience with, and knowledge of, the brand.
As a result, many agencies produce reports aimed at mea...
Available to: EAP
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