JOHN

question everything

THE MAN

Thirty years in consumer behaviour and marketing suggest to me that central to optimal decision making are:

  • Data – delivering better decision making than intuition
  • Thought – objective, critical, and lateral thinking
  • Consumers – the consumer is central to every decision
  • Excellence – better addressing consumer needs and expectations
  • Ethics – Demanding by consumers and delivering sustainability

Variously called a brand strategist, culture consultant, marketing strategist, marketing advisor, communication strategist, e-commerce consultant or business strategist – I work with smart people to manage consumer behaviour to deliver social and commercial objectives – reducing costs, maximising revenue, increasing margins, and building sustainable value. 

My academic background is 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 for governments, business and NGOs.

I 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. 

Without exception – I say it as I see it. I am almost always up for a pot of tea chat. You will soon establish if I can add value

THE PROFESSIONAL

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

  • Marketing
  • Brand
  • Culture
  • Communication

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