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 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 around Australia, as a brand consultant or advisor, marketing advisor or consultant communication advisor or consultant, or an e-commerce advisor or consultant.
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 sit on a number of boards. I have recently agreed to chair a leading provider of digital marketing, e-commerce and business automation services.
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, behavioural economics and commercial practise to:
- brand and branding
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