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Tim has been in marketing all his working life; as a director of the London office of one of the world’s leading ad agency groups to founding one of the UK’s largest independent marketing groups. He was kind enough to speak at the event we hold called Digital In Kent, here are his slides which he presented to the audience. http://www.liveandsocial.com http://www.digitalinkent.co.uk
Citation preview
bull Just what is Marketing today
bull Making the right choice of media
bull The way to integrate Traditional and Digital
bull Some things donrsquot change
bull Nourishing your brand in the Digital Age
ltyougt
1 Itrsquos NOT the same as SALES
2 The medium is NOT the message
3 Nourish your brand in the digital era
4 The customer is all
Marketing creates the best environment for your selling
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP amp Values
Customer
Profit
bull Switching
bull Churn
bull Retention
bull Pricing
Publicity amp Marketing Manager Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading amp Acquisition Marketing Manager
Sales amp Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing amp Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow amp Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
ltyougt
1 Itrsquos NOT the same as SALES
2 The medium is NOT the message
3 Nourish your brand in the digital era
4 The customer is all
Marketing creates the best environment for your selling
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP amp Values
Customer
Profit
bull Switching
bull Churn
bull Retention
bull Pricing
Publicity amp Marketing Manager Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading amp Acquisition Marketing Manager
Sales amp Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing amp Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow amp Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
1 Itrsquos NOT the same as SALES
2 The medium is NOT the message
3 Nourish your brand in the digital era
4 The customer is all
Marketing creates the best environment for your selling
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP amp Values
Customer
Profit
bull Switching
bull Churn
bull Retention
bull Pricing
Publicity amp Marketing Manager Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading amp Acquisition Marketing Manager
Sales amp Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing amp Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow amp Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
Marketing creates the best environment for your selling
Sales Marketing
Targets
Units
Products
Benefits
Buyer
Turnover
Objectives
Market Share
Brand
USP amp Values
Customer
Profit
bull Switching
bull Churn
bull Retention
bull Pricing
Publicity amp Marketing Manager Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading amp Acquisition Marketing Manager
Sales amp Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing amp Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow amp Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
bull Switching
bull Churn
bull Retention
bull Pricing
Publicity amp Marketing Manager Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading amp Acquisition Marketing Manager
Sales amp Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing amp Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow amp Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
Publicity amp Marketing Manager Head of Marketing
Business Development Director
Consumer Marketing Manager
Head of Digital Customer Marketing
Vice President (Marketing and Commutations Manager)
Promotions Coordinator
Marketing Director
Customer Marketing Controller
Marketing Team Leader
Insight Director
On-line Manager
Trading amp Acquisition Marketing Manager
Sales amp Marketing Director
Marketing and CRM Manager
Proposition Development Manager
E-Commerce Manager
Senior Affiliate Marketing Manager
Internal Communications Associate
Marketing amp Communications Manager
Corporate Marketing Director
Head of Product and Proposition Strategy
Social Marketing and Commerce Manager
Marketing Services Executive
Shopper Marketing Team Leader
Market Insight Manager
Segmented Pricing Manager
European Poultry Business Manager
Marketing Database Analyst
Head of Marketing Services
Marketing Campaign Manager
Business Communications Manager
PPC Executive
eCRM Executive
Roadshow amp Event Coordinator
Online Marketing Manager
Marketing Project Manager
Partnership Marketing Executive
Product Planner
Customer Experience Manager
Web Analytics Specialist
Acquisition Conversion Assistant
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
ldquoTo create and capture
customer desire
for what the company
does at a
sustainable profitrdquo
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
A Sale
starts with
a Search
To Google
everyone
is equal
Social
Media costs
nothing but
TIME
Experience
is Expertise
1 2 3 4
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
Media is in the hands of the
consumer
Itrsquos a two way thing
It has to be worthwhile + mutual
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
90
Ownership
2014
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
bull Two way dialogue
ndash Talking WITH not AT
bull A slow burn hellipyet
bull Platform + set up
bull Involvement
bull Management time
bull Support Media
Engage with the
customer on their
termshellip
It all should point
one wayhellipto sales
and the web
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
CUSTOMER
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
1Provides the
creative
lsquoumbrellarsquo
2The centre
of all
Marketing
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
Products are
PEOPLE
Brands are
FRIENDS
We have relationships with friends
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
Look
Logo
Tone of voice
Positioning
Creative framework
Images
Messages
Typeface
Graphics
Brand
Values
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
MARKETING
CENTRAL
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
Best
know the
customer Use
research
Customers +
competitors
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Intuition or
considered
Choice + reasons
I want to belong
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
Plan the
touch points
+
interactions
Interpret
creatively
with the brand
values
Importance
of search
What is being
searched for
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
bull Marketing is more than a
series
of activities
bull Marketing is the only
business function that
delivers growth 1 More of
the samehellip
2 More from
the newhellip
