Andy Bird, Co-Founder of Brand Learning talks about how to be the marketing leader your organisation wants you to be. Presented at Marketing Week Live 2014 on the Marketing Academy Boot Camp Stage

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Marketing AcademyMarketing AcademyMarketing AcademyMarketing Academy BootcampBootcampBootcampBootcamp presentation forpresentation forpresentation forpresentation for
Marketing Week Live 2014Marketing Week Live 2014Marketing Week Live 2014Marketing Week Live 2014
A presentation by Andy Bird

2. © BRAND LEARNING 2014
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2
How to beHow to beHow to beHow to be the Marketing Leaderthe Marketing Leaderthe Marketing Leaderthe Marketing Leader
your organisation wantsyour organisation wantsyour organisation wantsyour organisation wants you toyou toyou toyou to bebebebe
Follow me on Twitter: @AndyBird_BL

3. © BRAND LEARNING 2014
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Inspiring people. Lifting capabilities. Growing organisations

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RoisinRoisinRoisinRoisin DonnellyDonnellyDonnellyDonnelly
James EliasJames EliasJames EliasJames Elias
Andy DuncanAndy DuncanAndy DuncanAndy Duncan
Elizabeth FaganElizabeth FaganElizabeth FaganElizabeth Fagan
Keith WeedKeith WeedKeith WeedKeith WeedCraigCraigCraigCraig InglisInglisInglisInglis
DavidDavidDavidDavid WheldonWheldonWheldonWheldonJill McDonaldJill McDonaldJill McDonaldJill McDonald
Marketing Leaders Programme
Martin GlennMartin GlennMartin GlennMartin Glenn Richard GilliesRichard GilliesRichard GilliesRichard Gillies SarahSarahSarahSarah WarbyWarbyWarbyWarbyAndy FennellAndy FennellAndy FennellAndy Fennell

5. © BRAND LEARNING 2014
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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

6. © BRAND LEARNING 2014
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Customer-Centred Leadership
© BRAND LEARNING 2012 6
BeingBeingBeingBeing
Leadership
People
Values
Behaviour
DoingDoingDoingDoing
Marketing
Task
Capabilities
Activity

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Biggest key to John Lewis’ success has been a focus on earning trust
As a consequence, marketing really is seen as an investment

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What kind of marketing leader do youyouyouyou want to be?

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7 Leadership Questions
© BRAND LEARNING 2012 10
Insight
Purpose
Performance Partnership

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Insight
11
1.1.1.1. What do you care aboutWhat do you care aboutWhat do you care aboutWhat do you care about
and believe in?and believe in?and believe in?and believe in?
2.2.2.2. What are you reallyWhat are you reallyWhat are you reallyWhat are you really
good at?good at?good at?good at?
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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????
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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????

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Performance
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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

16. © 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

17. © BRAND LEARNING 2014
Follow me on Twitter: @AndyBird_BL
UK
Brand Learning Partners Ltd.
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Surrey, KT1 4ER
Tel: (+44) 208 614 8150
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Singapore
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Singapore 039019
Tel: (+65) 6549 7935
Inspiring people. Lifting capabilities. Growing organisations.
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