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
Marketers have moved from grief to action over the last week as they grapple with the rapidly evolving COVID-19 crisis.
Only a week ago the disaster facing CMOs was the sadness of not being able to...
March 25, 2020
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
Coronavirus brings a new point of focus to the effectiveness of Out of Home (OOH) messaging – with reduced social contact and travel, what happens to awareness-raising activities?
I live in the cen...
April 2, 2020
Brand Strategy, Corporate Communications, Digital & Direct Marketing
Mark Brayton discusses how understanding what differentiation and distinctiveness mean in relation to different brands across the financial services sector can play a key role in brand strategy....
February 13, 2020
Mark Huxley argues the case of whether it is Distinctiveness "vs" Differentiation or "and" Differentiation and how best to implement this into a long term strategy....
February 13, 2020
John Riley discusses how both differentiation and distinctiveness are important when supported by a well executed, clear strategy....
February 13, 2020
In an increasingly globalised market – where even how a business defines their competition may change day-to-day thanks to technology disruption and evolving business models – companies are more a...
January 28, 2020
Presentation slides from The Influencer Ecosystem on 12 September 2019
Speakers:
Jack Morel-Paulo, Head of Influencer Marketing Strategy, Onalytica
Scott Guthrie, Influencer Marketing Consultant...
September 12, 2019
Somewhere in the first chapter of almost every book ever written about brand, you'll find a big emphasis on differentiation. Being seen to be different, it'll say, is what brands are all about. Bu...
Available to: EAP
This webinar will look at one of the winning entries from our 2019 Marketing Effectiveness Awards; a great opportunity to learn about some of 2019’s most compelling campaigns, and understand why the...
Available to: EAPO
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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