I read a fine article in Marketing magazine about brand advocacy.
“Marketing often gains a reputation for cherishing style over substance. Its detractors accuse it of shouting about product benefits, or, in the absence of these, a nebulous lifestyle positioning, regardless of the quality of the customer experience.
“But in reality, plenty of brands over the years have found the opposite strategy to be more effective: don’t shout too loudly, then delight consumers when the product experience exceeds their expectations.
“The strategy of under-promising and over-delivering is one that seems to be gaining ground. Two recent studies suggest it is key to delivering profitable growth, though both underline how many brands continue to disappoint.”
I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.
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