Seven events took place this Autumn in the Museum’s 2019 professional development programme, which is being supported by The Marketors’ Trust; the reviews are below.
23rd September: 7 seconds to Nail Your Personal Brand
Marketor Laura Beccaria, Founder and Client Director of Perq Studio and Creative Director Nikki Burton certainly captured the audience’s attention with a catchy title for their interactive evening workshop at the Museum of Brands.
Yes, it takes just 7 seconds for someone to make an assumption about you! During the workshop Laura explored this concept using a step-by-step approach. Participants began by making assumptions about each other’s jobs, hobbies and spontaneity - and 90% of guesses were correct! Then Nikki continued, asking each participant to define their top skills, values and goals in life. The workshop was concluded with all participants enjoying a collage session, producing dynamic vision boards to represent themselves.
All participants, including representatives from Moss Bros, MRA Marketing, Harmer Editorial and The Worshipful Company of Marketors had a great time engaging in the session. One final comment overheard was “whatever you do, be true to yourself and act like yourself and that will leave a very good impression” - a wonderful summary of the lessons of the evening.
14th October: Winning Through Laziness: Is Private Label Taking Your Business?
On 14th October the Museum, in collaboration with the British Brands Group, hosted Tony Durham, CEO of Tony Durham Consulting Limited, as he explored Winning Through Laziness: Is Private Label Taking Your Business?
Mr Durham, with 35 years’ experience in retail and shopper behaviour at P&G, first highlighted that most consumers purchase on auto-pilot, basing decisions on irrational factors. With the help of a few tests, Tony quickly demonstrated the limitations of short-term memory, consumers usually able to recall just 5-7 items simultaneously! It’s therefore critical that brands use packaging as their most valuable primary recognition asset at the point of purchase. Tony explained that “your brand will win or lose depending on the comparison you allow”. It is through packaging that brands can be favourably compared, and effectively compete with private label.
The evening ended with a Q&A session from an attentive audience, including representatives from the British Brands Group, pi global, GSK and McCormick.
16th October: Digital Marketing Workshop
On 16th October Daniel Rowles, CEO Targetinternet.com, hosted an innovative Digital Marketing workshop at the Museum of Brands.
Daniel began by shocking us all – did you know the reach of business social media accounts is just 1% without boosts? He proceeded to explain how businesses can work with algorithms to reach audiences, sharing an essential consideration for creating content: “what is our audience searching for when they aren’t searching for us?” To help audiences find and consider your offer, your online content must first reflect what they’re already looking for.
To further draw audiences in, Daniel continued to discuss the importance of free offers to businesses. Free podcasts, blogs and so on can be a vital tool in generating engagement, in turn leading online visitors to further consider your offer.
The evening ended with a Q&A session from a lively audience, including representatives from House of Illustration, Signet Jewelers and Mattr Media.
4th November: Valuing Creativity
On 4th November Martin Lambie-Nairn, creator of some of our most iconic brand identities, including HSBC, Channel 4, the BBC, and O2, joined us at the Museum of Brands to explore the importance of valuing creativity.
Through personal anecdotes from a wealth of experience, Martin wonderfully illustrated his key principles: beat the filter, get on the horse, and be more Roman. He explained that “the messages that stay with us are those that surprise, fascinate and amuse”, and that to beat the filter, embracing creativity is essential. Martin continued to demonstrate the necessity of strong leadership, organisation and the ability to take ownership of design as vital to the development of any great brand identity. Through his grounded, straightforward and thorough approach, Martin made the often seemingly impossible – the creation of a strong and effective brand identity - look easy.
A lively Q&A session followed, as Martin responded to questions from an attentive audience, including representatives from Live Nation, True and Good, Verve Brand, House of Colour and Mobas.
11th November: The Role of Powerful Brands in Creating Shareholder Value
Professor Malcolm McDonald, a long-standing Marketor, explored the role powerful brands play in creating shareholder value at the Museum of Brands. Chairman of six companies, a professor at six top business schools and author of 45 books, following an extensive career at Brand Finance plc and Canada Dry, Malcolm spoke before a large audience, including representatives from The Worshipful Company of Marketors, the University of Westminster, and Conscious Solutions.
Malcolm initially explained that one’s brand draws customers in, but it’s not the value. Today the way you relate to your markets is what makes the real difference, and no brand can be everything to everyone. Malcolm continued to discuss the creation of shareholder value, and the complications associated with measuring intangible assets, which make up 64% of brand value in the UK! The evening ended with an energetic Q&A session, with engaged audience debate inspired by an illuminating talk.
18th November: Brand Trust in the Age of Distrust
Which brands do you trust? On 18th November Trustpilot’s Glenn Manoff joined the Museum of Brands to explore brand trust in the digital age. It was quickly established that the brands we deem most trustworthy are consistent, and provide a long-term, quality service.
Glenn continued to explain that although trust is key to sales, just 54% of consumers trust brands to act in their interests, while 72% of us trust digital platforms less each year. The rise of ecommerce has particularly broadened the gap in trust between consumers and businesses. However, today reviews are helping to breach this gap, with companies like Amazon and Airbnb using reviews to build trust and transform markets. In fact, today 87% of consumers will trust companies with a Trustpilot rating.
Following questions from a lively audience including representatives from CIM, The Worshipful Company of Marketors and American Express, Glenn reminded us that today “there are no secrets in the world” and we must remember that our biggest critics can inspire the greatest brand development.
25th November: User Centricity with Mars
On 25th November Deborah Madelaine, Senior Community Manager at Mars Inc., joined the Museum of Brands to share the story of Mars User Centricity. Deborah began by clarifying that User Centricity is an internal movement connecting associates across Mars and encourages “people putting people at the heart of what they do”.
Deborah continued to explain that to solve any problem, it is vital to place people – staff, customers, and consumers – at the centre. User Centricity has been key in adjusting mind-sets at Mars to empower associates, and to develop new capabilities and ways of working, crucial to increasing efficiency. In the modern age, user centricity can be essential to any company hoping to adapt quickly to keep up with fast changing markets and trends.
Following questions from audience members including representatives from The Worshipful Company of Marketors and Perq Studio, Deborah summarised the fundamental steps to building a movement, and concluded that “The world we want tomorrow starts with how we do business today”.
The Museum’s professional development programme is generously supported by The Marketor’s Trust @marketors
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