I had a very interesting meeting today with Steven Sturgeon. Steven has been a client and consulting partner of mine for over ten years. He has recently launched his own commercial brand consultancy business and I would definitely recommend checking out his website if you are in need of help with your brand or commercial marketing strategy.
Steven's philosophy is "Strategy to Action with Results" (STAR). To quote Steven "STAR - strategy to action with results - is based on an utter belief effective strategic thinking has to be actionable and deliver the results that secure success, drive the business forward and reward all stakeholders - from staff to shareholders."
I agree wholeheartedly with Steven that too many marketing projects are executed without a sound commercial strategy, a deep understanding of customer behaviours, a rigorous customer insight or realistic objectives. I often use the phrase "Old Rules with New Tools", meaning that to deliver engaging multi-channel campaigns, brands need to first get the fundamentals of marketing in place. Digital channels provide a huge opportunity for brands to communicate, to understand their customers' behaviours and to influence the influencers, but it simply won't work without a sound commercial strategy in place.
To quote Mohan Sawhney of Kellogg School of Management: "The same rules apply, we are just working on a broader canvass with a richer set of colours".
So, if you'd like to know more about Steven and his extensive brand marketing experience in the drinks, travel, communications and sportswear industries (to name just a few). Check out the case studies on his web site. It is www.stevensturgeon.com