JOHN

question everything

THE MAN

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. 

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