#brandmax

[dragonsilike]

Brandmax Magical Crystaland Macy

[gregcollins]

"You know, I've never seen him like this," the male spoke up for a moment, sipping on his sprite as a small sigh passed by his lips. He usually wasn't one to make conversation, let alone speak up to someone he'd never talked to and had felt off about a couple of times whenever she was mentioned as his gaze flew from Luc who was busy talking to rizo to the girl next to him. "It's like he got stung by a bee or something .. in a good way." / @brandtmax​

[brandmax-blog]

Simon Clift of Effectivebrands on who's getting brand optimisation right

HSBC. This organisation understood that great brands are built on a universal insight that resonates with consumers. HSBC realised that customers are individuals and that, understandably, they want companies to treat them as such. They want to feel that companies care about them, recognise their needs and understand what makes their community special or different. HSBC was clever to base its global brand idea on this insight, finding the ideal balance between global leverage and local relevance as 'the world's local bank'.

SIMON CLIFT, advisory board member, Effectivebrands

[brandmax-blog]

Richard Hudson of BMW on marketing success

What really makes marketing successful is a powerful but difficult-to-achieve blend of creativity, innovation and commercial orientation. This requires everyone across an organisation to work together, and an acceptance that creative individuals may lack the commercial sensitivity that is also needed. The true essence of marketing is understanding consumer insights and using them to build a strong, relevant brand, for which you need that focus on commercial success, rather than relying on campaigns that look good but fail to deliver commercially.

RICHARD HUDSON, marketing director, BMW UK

[brandmax-blog]

Nina Bibby of Barclaycard on marketing success

It is understanding customer behaviour and responding to it in a creative and innovative manner that drives commercial returns. This is at the heart of what we do, and can be expanded to the how, in terms of having a clear target customer segment, a deep understanding of their needs and drivers, a differentiated and compelling proposition, an integrated communications platform and flawless execution.

NINA BIBBY, global chief marketing officer, Barclaycard

[brandmax-blog]

Guy Hayward of JWT on Integration

"It's not easy to define.True integration goes beyond comms. It is now affecting the entire behaviour of brands."

GUY HAYWARD chief executive, JWT; summit co-chairman

[brandmax-blog]

Nick Manning from Ebiquity, on the biggest challenge for marketers

'The marketing agenda has changed as a result of digitisation. The biggest issue is the need to consider not just what to do as a brand talking to consumers, but also how consumers view you and share that information. The challenge is managing the brand's reputation in multiple channels and making sure you have a messaging strategy that works through multiple channels and is driven by clear, compelling communications and creative ideas.'

NICK MANNING managing director, Ebiquity, and summit co-chairman

[brandmax-blog]

Guy Hayward of JWT, on the biggest challenge for marketers

'The marketer's biggest challenge is (deciding) where to spend their money. It has been said that there have never been more ways to reach a target audience, but it has never been as hard to connect with them, and that is true. Marketers have to ensure that an audience has multiple touchpoints that encourage positive participation. This means clients need a range of connected solutions, rather than just an above-the-line campaign with a digital element tagged on the end of it.'

GUY HAYWARD chief executive, JWT; summit co-chairman