Brand Learning - Food For Thought Articles

Anytime, Any Way, Anywhere: Learning Design in our Digital World

26/04/2012 00:00:00

In this article Bruce Levi explores how a learner-centric approach can enrich the learning experience from beginning to end, and presents the Fluid Learner Journey which considers how today’s learning channels and learner needs might be best integrated.

Are You Wired for Insight?

13/02/2012 00:00:00

An appreciation of the value of insight continues to be embraced by the commercial world in many industry sectors. However, the desire to embed greater customer understanding and bring competitive advantage by enhancing customer value is far more complex – it affects how an entire business is set-up and organised, and a culture centered around the customer is cultivated. In this article Craig Scott pauses to consider how you re-wire a business to be truly customer-centric in order to bring the outside in.

Why Marketers need to start loving Pricing

21/11/2011 00:00:00

As Marketers, we readily acknowledge that pricing is a core lever of sales, market share and profit growth. Yet it is often overlooked in the building of effective marketing strategies and plans. In this article, Swetha Ramakrishnan, Sarah Jones and Sarah Williamson identify successful approaches to “value-based pricing” and suggest some tools for building capabilities in this critical area.

How Marketing Can Deliver On Sustainability

30/09/2011 00:00:00

More and more companies are embracing sustainability. However, faced with so many other pressures and often challenged by this seemingly tricky area, Marketers are often laggards in getting on board. In this article Nicola Day explains why Marketers have a key role at the heart of the agenda and how sustainability, rather than being a side issue, is an essential part of ensuring future growth for consumer brands.

Creativity in Marketing - An Acquired Skill

10/08/2011 00:00:00

In this article, Martin Borrett and Rodrigo Barreto consider the enablers to creativity in marketing and introduce a simple framework to support every individual in building these capabilities in order to move an organisation's marketing capabilities from 'good' to 'great' and to deliver new customer value.

The Future of Learning is Fluid

29/06/2011 00:00:00

Just as marketers are confronting the reality of multiple channels, new technologies and ever-increasing expectations from their customers, so too is the nature of workplace learning undergoing radical change. In this article Samantha Ellis, Learning Director at BRAND LEARNING, considers the future of learning and the new mindset that capability building professionals will require to deliver effective learning experiences which enrich performance.

Innovation Is Back – But Not As We Know It

16/05/2011 00:00:00

Innovation is returning to the forefront of the corporate agenda as organisations renew their focus on growth. But its success will depend on businesses embracing the changing nature of innovation. In this article, Marketing Capability Director Nicky Vickery considers some key factors for success in the new reality.

Commercial Effectiveness – Why It’s Key To Effective Marketing

23/03/2011 00:00:00

In this article, Marketing Capability Directors Linda Miller and Deborah Caldow explore what commercial effectiveness is, what it covers and the critical success factors for building capability in this area.

The 6 Steps to Higher Performing Teams

01/02/2011 00:00:00

In this article, Group Account Directors Sandra Arkle and Mark Beales consider the opportunities Role Profiling presents and recommend the 6-step BRAND LEARNING approach to galvanise individuals and teams to a shared sense of purpose and marketing excellence.

Marketing in the Network Society – What’s Changing, Why and So What?

10/09/2010 00:00:00

This article by Bruce Levi explores what Marketing in the Network Society means, and explains why having a compelling, aligned Digital Capability Strategy is such an essential component of business success.

Is Marketing Capability Assessment on your Radar?

13/07/2010 00:00:00

In this article, Hilary Rickard, shares the challenges of marketing capability assessment and introduces BRAND LEARNING Radar.

Shopper Marketing: The ‘silo-busting’ challenge across Sales & Marketing

10/06/2010 00:00:00

In this article, we explore how Shopper Marketing can deliver both competitive advantage and bring Sales and Marketing together to create a high performance commercial team...

Insight versus Science - a Culture Clash for Pharma?

30/04/2010 00:00:00

This month Ceri James explores the reasons why customer insight generation may be an uncomfortable partner to the scientific process within the Pharmaceutical industry...

Digital Technologies - Implications for Building Marketing Excellence

22/01/2010 00:00:00

This month Liz Lacovara considers the implication of digital technologies for employee learning programmes...

Marketing Re-Mastered for The Digital Era

20/11/2009 00:00:00

This month Bruce Levi explains how marketers can take a proactive approach to the evolving digital world...

Employee Value Propositions: A Key Marketing Tool for Talent Management

16/10/2009 00:00:00

This month Susan Sochart reviews the importance of Employer Branding and the development of compelling Employee Value Propositions (EVPs)...

A Compelling Case For Investment In Marketing Capabilities

04/09/2009 00:00:00

This month Liz Lacovara presents compelling evidence that will be of significant value to Marketing, HR and Learning & Development directors in helping them champion the case for investment in marketing capability development initiatives...

Is Marketing Fit for the Challenge?

22/07/2009 00:00:00

This month Hayley Spurling shares BRAND LEARNING’S thoughts on the question of whether Marketing is fit for the challenge of re-igniting growth after the recession...

Attracting & Retaining Talent: Yes, it needs Marketing Skills!

26/06/2009 00:00:00

This month Ana Maria Santos shares some thought provoking ideas on how the use of Marketing processes, tools and techniques can help HR with more effectively managing their Talent Strategy...

Why Marketing Leadership Matters

19/05/2009 00:00:00

This month Michele McGrath shares BRAND LEARNING'S pioneering point of view and latest thinking on the topic of Marketing Leadership...

Return on Marketing Investment

09/03/2009 00:00:00

This month Linda Miller gives a valuable insight into the concept and use of Return on Marketing Investment...

Sharpening Your Act In Marketing

12/01/2009 00:00:00

This month Andy Bird and Mhairi McEwan explain why businesses might do better to build marketing edge rather than simply cutting heads...

BRAND LEARNING helps ICI (AkzoNobel) Build Marketing Excellence

18/09/2008 00:00:00

An extract from September 2008 issue of Market Leader covering the case study of the winner of both the Grand Prix and the Marketing Capabilities ...

Why Marketing Capability Development has come of age!

08/07/2008 00:00:00

Mhairi McEwan and Andy Bird, managing directors of Brand Learning, the agency winners of this year’s Grand Prix with their client AkzoNobel, explain why marketing capability development has come of age.

Getting the best from your assets - Marketing Week 08/05/2008

15/05/2008 00:00:00

Company owners like to claim that their people are their biggest asset, but when times get hard some of these people are suddenly found to be dispensa...

The war to hang on to talent

13/05/2008 00:00:00

Mhairi McEwan and Andy Bird believe it's time the marketing industry embraced flexibility and stopped losing many of its most valuable employees It...

The Art of Marketing Leadership

20/04/2007 00:00:00

Michele McGrath, operating board director Brand Learning says it’s time for marketers to stop navel gazing There has never been a better time for mar...

How to Develop Marketing Capability

13/04/2007 00:00:00

How to Develop Marketing Capability-Lessons for the Modern Marketer. Training can provide benefits beyond the individual employees. Mhairi McEwan, co-f...