How to prove your worth as a CMO

“I think marketing is a waste of money.” “Marketing doesn’t matter in our business.” “It’s just the colouring in, isn’t it?”   Many marketing heads hear this kind of backchat in their business – especially when asking for budget or defending investment with sceptical C-suite colleagues. Your CEO can ask “How do we know if… Continue reading How to prove your worth as a CMO

Winning and losing in the brand race

Who are the UK superbrands? Which brands are gaining ground and who’s slipping out of sight? And how does the Ruber Effect explain the winners and losers in the race for brand leadership?   When my daughter was small, I once took her to the horse racing. Children aren’t allowed to bet, so I put some… Continue reading Winning and losing in the brand race


As marketing evolves, innovations come in waves. Trends swing towards some new ‘science of selling’. And then, as everyone wearies of the cynicism, dullness and disappointing results, the pendulum swings back towards making creative work that’s relevant, captivating and uplifting.   How to prove your worth as a CMO Winning and losing in the brand… Continue reading SELL OF THE CENTURY


Everybody thinks they know what Customer Experience is. It seems obvious. Customers buy something from you – and then they’re either happy or not, right?   At its simplest, customer experience lets you measure customer satisfaction across each touchpoint. You can then set objective service standards which, in turn, help ensure the optimal customer experience.… Continue reading CUSTOMER EXPERIENCE