OUR MANIFESTO FOR MARKETING LEADERSHIP
Create a shared vision of how you will succeed:
Make sustainable growth your ultimate goal
- Aim to create lasting success, financially, socially and environmentally
Agree to a guiding purpose, set a stretching goal
- Uncover the reasons why your organisation and brand exist
- Use this as a guiding start for current and future colleagues, partners and suppliers
- Create a bold vision of what success looks like
- Share widely
Choose where and how to compete
- Clarify which customer needs you meet, in line with your purpose
- Assess your organisation's most important capabilities
- Work out the implications of future trends
- Look across this picture and decide where you can most successfully play and how you will win
20 challengers to watch in 2017, by eatbigfish
Covering categories as diverse as fitness, finance and football, and from new start-ups catching eatbigfish's attention in 2017.Read
Knowing why you're here
Anyone unlucky enough to have seen England play in Euro 2016 will know what a team looks like when it isn’t connected, inspired or led.Read
How do we win in the age of The Unreasonable Consumer?
Adam Morgan, Founder & CEO of eatbigfish - the company behind the "challenger brand" - presents "How do we win in the age of The Unreasonable Consumer?"Watch
THE PATH TO PRESIDENT TRUMP
The unthinkable has happened: Donald Trump will be the next US President. There’s no sense in rehashing how we got here, or wailing and gnashing teeth.Read
Could your brand pass the psychopath test?
Corporate personhood has a long-standing basis in law. Indeed, the idea that the corporation is a separate legal entity from the people who own it and work there is the foundation of corporate law.Read
The last days of disco, by Jim Carroll
When it’s time to rediscover relevance. ‘I can remember planning, Building my whole world around you. And I can remember hoping, That you and I could make it through.'Read
Can we have the best of local and global?
Despite working in branding, it’ll come as no surprise to anyone when I say I’m not a big fan of brands.Read
Why should marketers care about purpose?
Paul Twivy delves deep into the topic, taken from our Market Leader archive.Market Leader
David Wheldon on the importance of purpose
Barclays' David Wheldon, talking during our Marketing Leaders Programme, on the importance of purpose.Watch
Is your brand ready for 2025?
The Future Foundation's Meabh Quoirin at our Annual Conference 2015.Watch