© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Marketing Academy Marketing Academy Marketing Academy Marketing Academy BootcampBootcampBootcampBootcamp presentation for presentation for presentation for presentation for Marketing Week Live 2014Marketing Week Live 2014Marketing Week Live 2014Marketing Week Live 2014
A presentation by Andy Bird
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
2
How to be How to be How to be How to be the Marketing Leader the Marketing Leader the Marketing Leader the Marketing Leader
your organisation wants your organisation wants your organisation wants your organisation wants you to you to you to you to bebebebe
Follow me on Twitter: @AndyBird_BL
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Inspiring people. Lifting capabilities. Growing organisations
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
RoisinRoisinRoisinRoisin DonnellyDonnellyDonnellyDonnelly
James EliasJames EliasJames EliasJames Elias
Andy DuncanAndy DuncanAndy DuncanAndy Duncan
Elizabeth FaganElizabeth FaganElizabeth FaganElizabeth Fagan
Keith WeedKeith WeedKeith WeedKeith WeedCraig Craig Craig Craig InglisInglisInglisInglis
David David David David WheldonWheldonWheldonWheldonJill McDonaldJill McDonaldJill McDonaldJill McDonald
Marketing Leaders Programme
Martin GlennMartin GlennMartin GlennMartin Glenn Richard GilliesRichard GilliesRichard GilliesRichard Gillies Sarah Sarah Sarah Sarah WarbyWarbyWarbyWarbyAndy FennellAndy FennellAndy FennellAndy Fennell
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Customer-Centred Leadership
Driving business performance by inspiring, engaging
and enabling people throughout the organisation
to create better value for customers
Follow me on Twitter: @AndyBird_BL
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Customer-Centred Leadership
© BRAND LEARNING 2012 6
BeingBeingBeingBeing
Leadership
People
Values
Behaviour
DoingDoingDoingDoing
Marketing
Task
Capabilities
Activity
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Biggest key to John Lewis’ success has been a focus on earning trust
As a consequence, marketing really is seen as an investment
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
What kind of marketing leader do youyouyouyou want to be?
© BRAND LEARNING 2014
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7 Leadership Questions
© BRAND LEARNING 2012 10
Insight
Purpose
Performance Partnership
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Insight
11
1.1.1.1. What do you care about What do you care about What do you care about What do you care about
and believe in?and believe in?and believe in?and believe in?
2.2.2.2. What are you really What are you really What are you really What are you really
good at?good at?good at?good at?
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© BRAND LEARNING 2014
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Purpose
3. What is the future you3. What is the future you3. What is the future you3. What is the future you
want to lead for?want to lead for?want to lead for?want to lead for?
4. Who is the leader you4. Who is the leader you4. Who is the leader you4. Who is the leader you
want to bewant to bewant to bewant to be????
Follow me on Twitter: @AndyBird_BL
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Partnership
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5555. Who do you need to engage?. Who do you need to engage?. Who do you need to engage?. Who do you need to engage?
6. How can you engage them6. How can you engage them6. How can you engage them6. How can you engage them????
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Performance
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© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
7 Leadership Questions
© BRAND LEARNING 2012 15
What do you care about
and believe in?
What are you really good at?
What is the future you
want to lead for?
Who is the leader you
want to be?
Who do you need to
engage?
How can you engage
them?
How can you be at your
best more of the time?
Insight
Purpose
Performance Partnership
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
Customer-Centred Leadership
Driving business performance by inspiring, engaging
and enabling people throughout the organisation
to create better value for customers
Follow me on Twitter: @AndyBird_BL
© BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
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