I work with smart people to manage consumer behaviour with a view to delivering social and commercial objectives – helping them reduce marketing costs, maximise revenue, increase margins and establish sustainable value.
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 objectives as efficiently as possible.
For 30 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 several 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.
My primary expertise is consumer behaviour and the application of consumer psychology, behavioural economics to:
Underpinning my approach are the following core principles
- Marketing, a subset of psychology, involves the management of behaviour to achieve social and/or commercial objectives
- Cost effective behaviour management requires a deep understanding of the audience and how to change the behaviour of individuals within it
- Brand is the management of perceptions to enhance productivity, performance, and profitability
- Advertising can attract traffic or enquiry – but brand and culture drive customer lifetime value
- Branding, a subset of brand, brings the brand to life eliminating the gap between optimal and actual brand
- Eliminating the gap between optimal and actual involves marketing and HR establishing the optimal 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 processf