Inspired by a fascination with human behaviour, I pontificate about consumer behaviour and the management of that behaviour to deliver social and commercial objectives. This pontification takes the form of speeches, books, blogs, newsletters, podcasts and provision of advisory services.
Variously called a brand strategist, marketing strategist communication strategist or business strategist, I am passionate about providing my audiences with access to high quality actionable information, strategic insights and the skills to win – ethically – but win, nonetheless!
Over the last 25 years I have worked with government and non-government, private and public, for profit and not for profit organisations around Australia, as a brand consultant or advisor, marketing advisor or consultant communication advisor or consultant, or an e-commerce advisor or consultant.
I also sit on a number of boards.
Despite my academic background in psychology, education, and business, I am highly suspicious of traditional marketing, branding and communication – preferring an evidence-based pragmatic approach. Sustainable results require objective, critical and lateral thinking and an absolute focus on outcomes ahead of inputs.
I also blog on marketing, contemporary philosophy, morality and ethics and work with organisations I am inspired by, causes I believe in and people I respect. That way, I am motivated to give every project my all.
My primary expertise is consumer behaviour and the application of consumer psychology and commercial business practise to:
Underpinning my approach to all three are 10 core principles
- Marketing, a subset of psychology facilitates behaviour management
- Behaviour management requires an understanding of audience attitudes
- Brand, a subset of marketing facilitates perception management
- Perception management requires an understanding of audience perceptions
- Behaviour and perception management are more science than art
- Branding, a subset of brand eliminates the gap between optimal and actual
- Eliminating the gap between optimal and actual necessarily involve focusing on culture
- Branding is best addressed through a partnership between marketing and human resources
- Communication is nothing more or less than a tool in marketing
- Marketing tools, other than communication are almost always more important