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It pays to have a plan

Today every organisation is a marketing organisation. If you haven’t already come to terms with that, you have a lot of catching up to do.

In today’s successful organisations there are no boundaries between marketing strategy and business strategy, often they are the same thing and when they are working as they should they’ll dictate your transformation strategy. Separate them and you’ll never make it!

“Discover how I can work with you to devise the end-to-end business, brand, transformation and marketing strategy that will assure you of a place in the digital economy.”

Add value to your business with a powerful brand

Don’t confuse brand with logo. They are entirely different things.

Your brand is a community of people who share values and beliefs – investors, suppliers, partners, distributors, employees and customers. It should be a place its members can call home. Somewhere they feel secure.

The relationships we have with brands work the same way as those we have with each other. I call these “Brandships” and they are built on trust.

Your value as a business is dictated by your brand. A strong brand unlocks opportunities for personal and business growth, providing security for employees, customers, partners, suppliers, distributors and investors alike.

A strong brand also makes you more responsive and efficient, which is not only what you need to succeed in the digital economy, but the key to the success of any transformation.

Your logo is its badge and often the first point of contact the brand has with anyone. Its role is to communicate in a nanosecond, your name, your character and the kind of thing you do, and even your point of differentiation.

Few brands really measure up and most logos are pretty useless, but in the digital economy organisations that waste opportunities like these pay a hefty price.

Find out how we create brand models, design logos and develop identities that are worth the investment you make in them.

Harness the power of your brand community

Most businesses make the mistake of trying to go to market with an idea that’s locked in the boardroom.

For decades, I’ve been showing my clients how they can increase the return on their investment by redirecting a proportion of their marketing budget away from external, and towards internal, marketing – and it’s never been more relevant.

To succeed in business and especially in transformation you need all your internal stakeholders on-side. It’s they, not your C-suite, who will bring your brand to life and drive your transformation forward – but to do so they need to understand and buy into your brand and its strategy. This is internal marketing.

They say it takes ten times the investment to attract a new customer than it does to sell again to an existing one, so it pays to hang on to the customers you have. Making promises that you fail to deliver is the number one reason customers abandon brands. Go to market with a brand promise that you aren’t confident you will deliver consistently, time and again, and your business will fail. In the digital world failure arrives sooner.

Discover the difference a real internal marketing programme can make to your organisation and let us help you plan yours.

Make your transformation a triumph

Between 60% and 90% of transformation projects are failing at the moment and at least 40% of the businesses concerned crash as a result.

There are all kinds of excuses put forward for this dreadful performance, but fundamentally it all boils down to lack of focus.

If you think transformation is an IT project, hold it right there!

If you believe it’s a case of digitising your existing processes you will certainly fail.

If you’ve handed the project to your operations people, get it back quick!

Transformation is about rebuilding your business from scratch with new structure, new processes, a different proposition and a different attitude. A business that delivers what your customers want.

It’s customer-centric, marketing led, and driven by the kind of focus that only a brand can give you.

I’ve been working with businesses and their brands for decades, I understand how brands drive transformation and I share with my clients the process I created to avoid high transformation failure rates, reduce the cost and help you bring yours home quickly.

Find out how I can work with you to align your business to the opportunities of the digital paradigm.

Transformation is nothing new

It may be the latest buzz-word for an industry of consultants looking for the next line in their sales pitch, but transformation has been a fact of life since the beginning of time. The discovery of fire, the invention of the wheel, the development of iron, the industrial revolution, Henry Ford’s production line and now the digital revolution starting with the invention of the computer.

Every one of these innovations has caused us to change various aspects of our lives. The difference with digital is, it represents a bigger step change than anything that’s gone before. Digital changes everything.

Get transformation in perspective and see how we can help you manage yours.

They are coming to get you!

Digital transformation is painful, expensive and takes forever.

It’s not so much about process, but a change of philosophy or attitude and a switch from a state of order to one of constant change. That’s why it’s hard.

Some organisations are already operating digital models. Others are in various stages of transition. There are sectors, like retail, where digital already rules and traditional players, slow to respond, are disappearing.

Be sure, when a digital player arrives in your sector – and they will – traditional players who haven’t already brought their transformation over the line won’t last long. We are talking months rather than years.

It’s also been going on for quite a while already, so you can’t afford delays and you definitely don’t want to fail. You need an approach to transformation that’s quicker, more efficient and more economical than that which most firms are adopting right now.

Find out how we can help you make your transformation faster, less painful and far quicker.

So much for the theory, let’s get down to the hard graft!

You’ll need a world-class team of experts in the widest range of specialist disciplines, some you’ll probably never have heard of – that’s us!

We’ll help you identify the potential in your existing team and mentor those individuals who can make a real contribution to your future, but that won’t be enough.

The Full Effect Company is a community of world-class experts from around the world who will fill the gaps in your armoury of skills and experience, striking fear and envy in the hearts of your competitors. It’s a bit like having Lionel Messi, Harry Kane and Cristiano Ronaldo in your starting line-up!

Writers and designers, process engineers, coders, business analysts, project managers, transformation experts and more who will combine seamlessly with your own people when called upon to make your team world class.

We’ve also evolved a way of managing these diverse and complex teams to give you the outcome you need.

Find out how we work with you to build and manage your world-class marketing and transformation team.