JOHN

question everything

THE MAN

I specialise in the management of consumer behaviour with a view to delivering social and commercial objectives. My work includes speeches, books, social media, podcasts and provision of advisory services.

Variously called a brand strategist, marketing strategist communication strategist or business strategist, I provide my audiences with access to well researched – high quality actionable information, strategic insights and the skills needed to achieve their social and commercial objectives as efficiently as possible.

For more than 25 years I have worked collaboratively with government and non-government, private and public, for profit and not for profit organisations across Australia, as a brand consultant or advisor, marketing advisor or consultant communication advisor or consultant, or an e-commerce advisor or consultant to develop and implement brand strategy, marketing strategy and communication strategy.

Despite my academic background in psychology, education, and business, I have limited faith in traditional marketing– preferring an evidence-based pragmatic approach placing the priority on delivering tangible, measurable and sustainable outcomes.

I also sit on a number of boards, including that of DQ Australia – a provider of digital marketing, e-commerce, community development and digital automation services, and Picasso Capital Management – the developer of e-commerce platforms. 

I say it as I see it, and I am almost always up for a pot of tea and a chat. 

THE PROFESSIONAL

My primary expertise is consumer behaviour and the application of consumer psychology, behavioural economics to:

  • brand and branding
  • marketing
  • communication
  • e-commerce

Underpinning my approach are the following core principles

  • Marketing, a subset of psychology, is the management of behaviour to achieve social and/or commercial objectives
  • Behaviour management requires an understanding of the audience and how to change behaviour
  • Brand, a subset of marketing, is the management of perceptions to enhance productivity, performance and profitability
  • Perception management requires an understanding of audience perceptions, attitudes and the drivers of both
  • Branding, a subset of brand, eliminates the gap between optimal and actual brand
  • Eliminating the gap between optimal and actual necessarily involve focusing on culture
  • Marketing and branding are more science than art – relying more on data that intuition and creative ideas
  • Marketing and branding should and can be measurable and accountable
  • Communication does not occur without a reciprocal process