Innovation-driven marketing leader who’s grown three unicorn businesses | Driving growth, customer engagement and world-class talent for global brands at TGF
The Playbook has been the key for unlocking growth at every business I’ve worked at, and it’s one of the most important things we make for our clients. It’s a comprehensive and accessible guide that outlines a clear vision and direction for your brand, rooted in the brand marketing principles of purpose, positioning and personality. It’s a rule book, essentially, and at its heart it’s all about clarity. It helps everyone in the business – from the boardroom to the warehouse – to get on the same page and understand the strategy and tactics required for the business to grow to the next level. At Gymshark, it allowed us to say no to the wrong brand partnerships and third party stockists. And at NIO Cocktails it means we have codified our attitude, and how NIO shows up, so we’re empowered to execute as long as it’s ‘excellent, innovative and inviting’. If I were to share with you the most important features your brand playbook should include, I’d say: 1. Your brand values and mission – not plucked out of thin air but principles you’re prepared for your brand to live and die by. 2. Target audience personas, focusing on demographic information, psychographics, buying patterns, pain points, and motivations. Even better, you should build in insights on how your brand solves your target audience’s problems and how it approaches different segments of the audience. 3. A solid go-to-market strategy and execution plan to align marketing, sales and product teams on the tactics that will drive growth. It clarifies how your brand differentiates itself from its competitor. I'll be sharing more on the importance of the Playbook, so stay tuned.
Charlie Lefever
1mo
Mate that point about saying no to the wrong partnerships really hits home, having clear guidelines saves so much time in decision making 🙌
Tommy McNee
1mo
I remember speaking to Adam Callow on how fascinating he found the playbook.
Head of BI/Data Consultant
1moI can absolutely see the benefit from having this. Amazing what clarity of vision and everyone pulling in the same direction can do. Look forward to the coming insights!