Our advertising campaign to promote the opening of the nomination portal for the 2012 Scholarships shows current marketing legends when they were young…weren’t they a good looking lot!

But have you been able to guess who they are?



Rory Sutherland - Vice-Chairman of Ogilvy Group, Carolyn McCall – CEO of easyJet, Nigel Bogle – Group Chairman of BBH



Phil Rumbol – Founder of 101 London, Cilla Snowball – Group Chairman and CEO of AMV BBDO, Andy Fennell – Chief Marketing Officer at Diageo

Unlock Their True Marketing Genius with a Marketing Academy Scholarship... The Future of Marketing Leadership is in Your Hands!

 

Nominations are now open for the 2012 Marketing Academy Scholarship.

 

The Marketing Hall of Legends (UK), the non-profit organisation responsible for The Marketing Academy are delighted to announce the Nomination Portal for their unique  Scholarship Programme is now open.

 

No in its 3rd year the aim of this annual Scholarship is to safeguard the marketing leadership of the future and ensure the UK maintains its position as one of the world’s greatest and most expert marketing communities.  The Marketing Academy identifies, nurtures, and develops exceptional British talent in the field of Marketing, Advertising and Communications by gifting a minimum of 25 free ‘Scholarships’ each year to the industry’s fastest rising stars.  We rely on today’s business leaders to spot individuals with outstanding potential and nominate them for this exceptional opportunity.

 

Chris Dodson, 2011 Scholar and currently on the programme, explains, “The Marketing Academy is like a condensed MBA. You'll lunch with CEOs, have breakfast with agency heads and spend days at a time with the top leaders in the UK. More than just developing your marketing ability, the Academy is about developing you as a leader and preparing you for life at the top table.”

 

The 2012 Scholarship is supported by 80 high profile ‘mentors’, 30 coaches and 36 world class organisations who voluntarily provide their time, resources and knowledge to assist in developing these stars to become the next generation of business leaders through a process of mentoring, coaching, networking and personalised learning.

 

Bryn Snelson, 2011 Scholar, said, “You only need to look at the names of the mentors and board members involved in the Marketing Academy to see that this is a programme like no other in the industry.  A genuinely “step changing” programme and a unique programme of learning. And critically, because it’s free, it’s open to all – the only thing you need to bring is ability. A programme that has a big role to play in the Marketing industry for many years to come.”

Each Scholar will have access to up to 12 mentors across the year, will meet with CEO’s for intimate Lunch & Learns and will also work with a dedicated coach who will support them throughout the entire year.  Three Boot Camps, packed with inspirational speakers are held during the year to provide consolidated learning experiences.  The Scholars will also receive bespoke marketing and leadership learning from industry leading companies including Google, Albion, PHD, Fallon, JKR and Brand Learning, The Living Leader, and Velti .  As part of the Donate28 initiative each Scholar will also donate time to work with a charity or nor for profit organisation thus ensuring the Academy benefits the wider community.

 

Sherilyn Shackell, Chairman of Marketing Hall of Legends (UK) and Founder of The Marketing Academy said, “The calibre of talent we have nurtured through the Scholarship has been inspirational.  Our scholars bring their enthusiasm, ambition and natural talent and we equip them with the knowledge and skills to be the best they can possibly be.  It’s hugely rewarding knowing that we are contributing to the development of marketing leaders of the future.  Claire Best, AMV BBDO was promoted to Board Account Director during her Scholarship year.  Carrie Osman, Mars was promoted to Portfolio Manager.  Neil Costello, Aviva was promoted to head up a new marketing planning function across Aviva UK.  In fact, the majority of our ‘alumni’ have enjoyed promotions since their scholarship and delivering huge value back to the organisations who nominated them.”

 

Candidates can’t apply for a Scholarship unless they have been nominated!  So, if you know of some serious marketing talent, nominate them now for this priceless opportunity.  The deadline for nominations is 1st March 2012.  Following nomination, individuals will be invited to apply for a Scholarship and will need to complete a rigorous 4 stage selection process before being accepted into the Academy for this part time, 12 month programme.

 

To download a guide to the 2012 Scholarship, to see the selection criteria and to find out how to nominate , go to www.themarketingacademy.org.uk and click ’Nominate Now!”

 

To read about the 2011 Scholarships and the impact it has had on the Scholars you can read their blog here - http://themarketingacademy.wordpress.com/

The Chartered Institute of Marketing’s Women In Marketing Awards announces Sherilyn Shackell, Founder of The Marketing Academy, as the winner of the Special Contribution to Marketing Award 2011.  Sherilyn was thrilled and honoured to win the award at a glittering ceremony held at The May Fair Hotel in London on Thursday 3rd November 2011. 

The Women in Marketing Awards celebrate excellence in marketing and recognise individuals who have demonstrated significant achievements in the field across the Greater London Region. 

Sherilyn Shackell said “It’s an incredible honour to win this award and I’m utterly delighted and humbled to be this year’s recipient.  It has been a wonderful journey over the last 18 months, pulling together some the most amazing talent that the worlds of marketing, advertising and communications have to offer.  Their support has made this possible so I’d like to say thank you to everyone who has supported me and the Marketing Academy.” 

Ade Onilude, Creator of The CIM Women in Marketing Awards said "The essence of the Women in Marketing Awards is to inspire, reach for the stars and celebrate success, Sherilyn Shackell, Founder of The Marketing Academy, exudes inspiration and success, she is a thoroughly worthy winner of the outstanding contribution to marketing award".

The Marketing Academy is also incredibly proud to be able to congratulate Marketing Academy 2011 Scholar Maria Nolan of Sony who won the Female Fast Track Marketer of the Year and also Academy Mentor Sarah Speake of Google who was awarded the Best Female Leader in Marketing.

Former commandant Major General Arthur Denaro - the man who took 44,000 UN troops into battle in the Balkans in the 1990s - has the medals to prove he knows what makes a good leader. But rather than taking charge of military exercises, Denaro is now using the experience he gained in the world’s war zones to help the 30 young professionals on The Marketing Academy Scholarship scheme develop a game plan that will help them reach the top of the career ladder.  To read more, please click here

The Marketing Academy October 2011 Update

We’re 6 months into the 2011 Marketing Academy Scholarship and so far the Scholars have taken part in 6 days of Boot Camps, 204 Mentoring Sessions, 4 Faculty days (The Living Leader, Albion, Brand Learning & Millward Brown), 3 Lunch & Learns 2 Merlin Lectures and have celebrated with 2 Legends parties – phew!

Boot Camp

The 2011 Marketing Academy Scholars completed their second Boot Camp last week which we held at The CIM’s Moor Hall Conference Centre.  We’d like to say a big thank you to all the inspirational speakers who came to teach them across the 3 days including; Andy Lopata, Troy Warfield from Kimberly Clarke, Mark Palmer from Green & Blacks, Sarah Warby, Paul Samuels from AEG, Major General Arthur Denaro and Millward Brown who held their Research and Insight Faculty.

You can read all about what went on at Boot Camp here – The Marketing Academy Blog

Merlin’s Apprentice

We were incredibly proud to announce the launch of Merlin’s Apprentice at our last Legends party. Working in partnership with The Princes Trust we’re offering a 12 month fully paid Marketing Apprenticeship for 18 - 24 year olds who are not currently in employment, education or training.  If you’re interested in getting involved please go to our website – http://www.themarketingacademy.org.uk/merlins-apprentice

Merlin Lectures

We have 2 Merlin Lectures arranged before the end of the Year.  Performance Coach Jack Black is holding an all-day session on 17^th November and Marketing Week Columnist Professor Mark Ritson is holding a half day MBA in Branding on 9^th December.  If you’re interested in a free ticket for either of these events please email michaela@marketinghalloflegends.co.uk  

CIM Women in Marketing Award

We’re thrilled to announce that one of our Scholars, Maria Nolan from Sony, has been shortlisted for a CIM Women in Marketing Awards. Congratulations to Maria, I’ve also been shortlisted for an award too!   If you can please support us at the event on 3^nd November – you can get tickets here

Other interesting stuff

We’re pleased to announce Merlin’s App on Android – it’s free and you can download it here.  Don’t forget we have an iPhone App too.

UTalk Marketing is holding a Digital Brand Strategy Summit is on 22^nd November 2011 – For more information please go to - http://training.utalkmarketing.com/events/digital-brand-strategy-conference-2011/ . 

A friend of the Academy, Gary Reid, is interested in talking with a senior brand/marketing manager client who would be willing to discuss/feedback on his research into the evolving relationship between music and brands in advertising.  It would be of interest to brands / people who are looking to interact/engage with 16-26 year olds with relevant content in the future. If you can help please contact him on g.reid3@csm.arts.ac.uk

Recommended Reading

The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities by Andy Bird and Mhairi McEwan –

Recommended: How to sell through Networking and Referrals by Andy Lopata

And finally

Please remember to spread the word and encourage your contacts and teams to follow The Marketing Academy journey by linking to…

Twitter - merlinthementor

iPhone App - iTunes

Android App – Android Market

Linkedin – The Marketing Academy

Facebook – Become Merlins friend, or join The Marketing Academy group

YouTube - The Marketing Academy

Blog - http://themarketingacademy.wordpress.com/

Website - www.themarketingacademy.org.uk

11pm, Wednesday night. A bit of Magic FM. Perfect soul food for a sentimental, yet objective, look back at Boot Camp 2 of the Marketing Academy.  It’s only a matter of hours since I departed the green utopic land that is the CIM’s Moor Hall HQ in Cookham, Berkshire, ending three action-packed days of inspiration, discussion and learning. Not to mention a couple of beers, giant onion bhajis and an infamous chess set.

This was the 2nd instalment of the 3 Boot Camps in store for us as part of the year as scholars (which by the way don’t carry a compulsory 6am assault course – in fact that are no mandatory physical aspects to contend with!) and after a great Boot Camp 1 it had alot to live up to. We kicked off 9am Monday morning… 64 hours on I can honestly say the Academy continues to power on like a dynamic juggernaut – breaking new ground, throwing up new things and further moving the 2011 class forward in their marketing and leadership journeys.

I don’t intend to write an exhaustive story of the entire time – partly because I don’t think I can do it justice from my singular perspective and partly because my wonderful fellow scholars I know will share their thoughts too in the coming days.

A big part of Boot Camp 2 were the exceptional speakers. Tuesday saw us taken on a rollercoaster of 5 speakers in 9 hours. It was my standout day.

Here’s a quick snapshot…

Troy Warfield of Kimberley Clark kicked off the day – an honest, authentic presentation packed full of great leadership advice. You could tell Troy was someone who lived out what he was eulogising. From several pages of notes from his talk these couple of nuggets stood out for me:

- When something goes wrong – look at your own face in the mirror as the leader.

- When something goes right reflect the mirror on to your team.

- As a leader it’s your job to create an environment people want to walk through the door every morning.

- Be a hedgehog… stand out and do better than anyone else.

Next up we had Mark Palmer – formerly marketing director of Green & Black’s. Great great talk. The GB story is fascinating and hugely inspiring. It’s well worth reading up on.

I liked Mark’s take on marketing – for him it is “being able to charge more for your product or service.” A nice angle to contemplate.

I should also point out that Mark superbly got his audience on side from the off – always important for a great presentation. And he did it effortlessly and simply by handing out a plentiful supply of chocolate to everyone. Chocolate always seems to be a winner! Take note one and all.

Post lunch we had the hugely charismatic Sarah Warby – who until recently was Marketing Director of Heineken. Sarah talked to us in a wonderfully frank way challenging us all to think about one simple thing – our personal leadership brand. A hugely crucial part of any leader, Sarah explained, was to set an example. If we wanted our team to be or do something we needed to live and do it first.

Her definition of leadership was, “the ability to set the direction, communicate it to everyone and then inspire and support people to achieve it.”

Or in other words – “setting an example is not the main means of influencing others, it is the only means.”

Sarah candidly shared her style of always always giving her best.  Not 8 out of 10. Not 9 out of 10. Always 10 and out 10. Drawing on the example of Nick Faldo, and his quest to constantly give 10 out of 10, she talked about setting the example and therefore the tone for her whole team to follow. A very potent leadership brand – it was no surprise she had achieved so much.

Hot on the heels we were honoured to have a visit from Major General Arthur Denaro. As a former Army officer I had a huge degree of respect for him. Especially as I had worked on  the Army recruitment business at TEQUILA\ for the first 3 years of my career so I had already experienced first hand the magnificent men and women of the Army. I was always struck by their worldclass leadership ability. I was looking forward to what General Denaro had to say and he didn’t disappoint.

Romantic, nostalgic, thought-provoking, inspirational and, dare I say it, somewhat emotional at times, Arthur shared, through stories of operations in Iraq, the foundations of great leadership – real leadership where the outcomes were high, huge… enormous. The outcomes were as blunt as life or death. This is leadership at the raw end. I don’t think there is a purer form.

His powerful message touched all and my pen subsequently touched my pad a great deal so I will pick out just 1 thing for now to share.

Integrity. Arthur called it ‘old-fashioned.’ I thought it’s darn well what we need more of NOW! He believed in it and lived it. The cousin of integrity is care. A leader has to care for others more than themselves. And in this scenario it wasn’t about offering to stay late for your team to finish a presentation – letting them go home – no it was willing to put your needs above your team’s in the horrendous conditions of war.

A truly remarkable man – he had all the scholars gripped for the duration of his time with us.

Paul Samuels, from AEG, concluded day 2. Far from being the dreaded ‘graveyard’ slot Paul delivered a lively and engaging presentation that covered amongst other things the success story of O2′s sponsorship of what was known as the ‘Millennium Dome’ and how the deal was struck.

Paul talked about the gutsy belief he had to draw on to persevere to see the O2 approve the sponsorship, how O2 have managed to successfully leverage the O2 Arena as part of their marketing strategy, the blueprint the O2 has set for the rest of the world and how AEG’s specialist ability to identify, create and manage world class sport and music venues will continue to be crucial assets for brands in the coming years.

As Paul said – “brands want more now than just their name on the front door – they want to utilise the asset to provide a high value benefit for it’s consumers.” This means using the asset for everything from exclusive tickets to VIP areas and so on.

Sponsorship, for Paul, needs to be at the heart of the marketing plan – not just an add on. A very sound view and one I agree with.

And one last final thought…

Without a shadow of doubt a big part of the Marketing Academy experience are the 29 other scholars you are on the journey with. This isn’t a lonely, self-contained existence. No far from it. It’s quite beautifully tied together by having a group of men and women who are all incredibly gifted, talented and most importantly utterly decent people. Really really decent people. People you think you’re probably going to be friends with still in some form in 30 years time. I might be wrong but it’s a gut feel I have.

If the Marketing Academy is a juggernaut of marketing expertise and leadership – you are blessed with having 29 other people in the cabin – sitting on the front seat with you to talk, learn and share alongside. And of course people to have many laughs with and well all know some good clean fun is soul food for all of us.

Huge thanks to all the above and of course to Sherilyn, Camilla, Michaela for making it all happen. Group hug!

Remember to keep up to date with all the scholars blogs you can read them here

We’re pleased to announce our next Merlin Lecture on Thursday 17^th November 2011, it’s an all-day event hosted by Jack Black, one of the UK's leading authorities on personal development and peak performance.  Starting at 8.45am until 5.30pm the lecture will take place in a central London venue.

 

Please email camilla@marketinghalloflegends.co.uk if you would like a free ticket?   Tickets will be gifted on a first come first serve basis and we’ll confirm ticket allocation w/c 31^st October 2011.

 

About the Jack Black Merlin Lecture

 

Jack Black, one of the UK’s leading authorities on personal development and peak performance, has designed an inspirational one day event especially for The Marketing Academy which will be packed with practical tools and techniques to ensure all the participants can reach beyond their current performance. Jack Black has taught around 500,000 people around the world, over half of the FTSE 100 are clients and world champions have used his methods to perform consistently at their best.

 

You will learn how to:

 

* Maintain Peak Performance levels of personal Energy

* Sustain a Positive and Can Do Mental Attitude

* Access Whole Brain thinking for Enhanced Innovation and Creativity

* Improve Problem Solving Skills

* Trust Intuition

* Use Advance Communication tools

* Extend Personal Expectations.

 

Providing easy to learn and apply methods for ensuring best possible performance each and every day has been the purpose of Jack Black for the past 21 years.

 

About The Merlin Lectures

 

The Marketing Academy created the Merlin Lectures as a way of passing on the teachings of their Academy to a wider audience.   In 2011 The Merlin Lectures will be hosted by truly inspirational leaders including; Robert Senior - European CEO of Saatchi & Saatchi Fallon Group, Jack Black – Founder of Mindstore, Rory Sutherland – Chairman of the Ogilvy Group, Mark Ritson – Professor at Melbourne Business School and Columnist at Marketing Week and Mike Ashton – Managing Director of Ashton Brand Consulting.

 

Merlin Lecture tickets will be gifted on a first come first serve basis. 

 

The 2011 Merlin Lectures are sponsored by Adam, KevinAllenPartners and the Chartered Institute of Marketing.

Another inspirational Merlin Lecture was delivered by Mike Ashton, managing director of consulting and training group, ABCG and chairman of digital marketing agency, LHM Media, last week to a full and engaged audience, discussing the challenges of leadership for marketers in today’s business environment. 

In addition to the renowned Scholarship Programme, The Marketing Academy runs a series of completely free ‘Merlin Lectures’ throughout the year to share a wealth of marketing and leadership knowledge.

“It’s hard to lead the charge when you think you look silly sitting on a horse” was Mike’s opening gambit, arguing the point that to lead effectively requires us to possess the confidence of our convictions.  As self-respecting marketers we all agree that a successful organisation is marketing led, and that marketing is the great facilitator of the corporate strategy.  Yet Marketing has to earn its place in the boardroom by demonstrating credibility, sound business cases (yes, complete with financial statements) and tangible value.

Integral to the theme of Mike’s presentation was that marketing can lead the charge by shaping powerful customer experiences.  Presenting some thought provoking research that shows a gap between our ‘organisational’ understanding of the importance of the customer experience and our level of attainment in implementing a successful service strategy, Mike delivered invaluable advice regarding Marketing’s role as ‘Interpreter, Initiator, and Implementer’.

The lecture received excellent feedback, “inspirational”, “engaging” and “relevant” seemed to be the theme of the comments. If there was one complaint, it was that the audience did not get enough Mike time!  His lecture covered such a huge and pivotal topic, which he delivered with such an engaging, enthusiastic and authoritative style, that the audience could happily have detained Mike all night with further discussion.

Sherilyn Shackell, Chairman of Marketing Hall of Legends (UK) and Founder of The Marketing Academy said, “Mike’s lecture was a fine example of the quality of knowledge we share with our audiences and the importance of marketing in context of the broader corporate arena.  We were delighted to see so many professionals at the event, there was a real energy in the room.”

The Merlin Lectures are free ‘open’ events designed to share The Marketing Academy learning with marketing talent across the UK. The lectures are hosted by inspirational business leaders, speakers & industry gurus which run throughout the year.

Among the many high calibre experts scheduled to deliver Merlin Lectures over the coming months are Rory Sutherland of Ogilvy Group; Mark Ritson, brand guru; Richard Jolly, Associate Professor of Organisational Behaviour at London Business School; and Jack Black, leading authority on personal development and performance.

To view the full schedule and book your place on the popular lectures, visit:
http://www.themarketingacademy.org.uk/events-new
Phone + 44 (0) 1635 558707

 

Marketing Hall of Legends (UK), in partnership with youth charity The Prince’s Trust and supported by The Chartered Institute of Marketing, launches the Merlin’s Apprentice pilot scheme to offer marketing apprenticeships to young people not currently in employment, education or training.

Marketing Hall of Legends (UK), the non-profit organisation responsible for The Marketing Academy is proud to announce the Merlin’s Apprentice pilot scheme for 2012.  Designed in partnership with The Princes Trust, Merlin’s Apprentice is a unique initiative providing fully funded 12 month Marketing Apprenticeships for disadvantaged young people aged 18 to 24 and currently not in employment, education or training (NEETs) who may normally be overlooked for such work experience. 

Merlin’s Apprentices will each be placed in a host organisation in a specific role within the marketing, advertising or communications sector.  The Apprenticeship will provide on-the-job learning, world class training, marketing qualifications and equip the Apprentices with the confidence and self-belief to build a successful career in marketing.

Marketing Hall of Legends is working with The Prince’s Trust for the pilot scheme to identify suitable Apprentice candidates.   Paul Brown, Marketing Director of The Prince’s Trust, said: “Around one in five young people in the UK are struggling to find work. But The Prince’s Trust believes everyone has a talent – they just need the right support to realise their potential.  Merlin’s Apprentice is a brilliant opportunity to help young people from disadvantaged backgrounds to start an exciting career in marketing.”

Each Apprentice will complete the programme with 12 months paid work experience, the introductory Certificate in Marketing provided by the Chartered Institute of Marketing, and a comprehensive programme of mentoring, learning and development provided by The Marketing Academy. 

Rod Wilkes, Chief Executive Officer of The Chartered Institute of Marketing, fully supports the initiative, “High standards of quality and integrity are vital to the success of the marketing profession.  Providing membership and access to valuable resources, along with giving the Apprentices the opportunity to earn The Chartered Institute of Marketing’s Certificate in Marketing will support the integrity of the Apprenticeship and give each candidate a competitive edge in their future career.”

Sherilyn Shackell, Chairman of Marketing Hall of Legends (UK) and Founder of The Marketing Academy said, “The Marketing Academy has successfully supported and developed talented marketers through the last 2 years of our Scholarship programme, but our vision is to develop marketing talent at all levels.  As youth unemployment continues to rise, Merlin’s Apprentice will deliver opportunities to potential marketing talent that would otherwise be overlooked.”

Merlin’s Apprentice will launch as a ‘pilot programme’ in September 2011 with the appointment of two Apprentices who will begin their work placement in January 2012 in the London area. The programme will then be rolled out to multiple Apprentices in London (Phase 2) and nationwide (Phase 3). 

If your organisation is dedicated to marketing excellence, passionate about developing young talent and committed to ‘giving something back’ and is interested in learning more about becoming involved please contact Camilla on camilla@marketinghalloflegends.co.uk

Laurence Green, founder of 101 (and Marketing Academy Board Member), explains why ‘a great marketing campaign is defined by the irrelevance of the salespeople who follow’.

Definitions of marketing abound, and continue to proliferate as the world around us changes. No less than four of the top 10 marketing bestsellers at amazon right now concern themselves with the internet and, more specifically, social media.

Often mistaken for ‘messages out’ from a business, such as advertising, the wider definition of marketing in fact includes ‘messages in’ to the business also: from the market and from the consumer.

Some defintions conflate marketing with sales. But sales is not marketing, and marketing is not sales.  Indeed, some have argued that they are opposites.

Management guru Doug Richard teases the two apart thus: selling is the activity of closing, whereas marketing opens.  And while sales are of course ‘the underlying purpose that marketing serves…a great marketing campaign is defined by the irrelevance of the salespeople who follow’.  A great salesperson, by contrast, is only required if marketing has not been done well.

Sales and marketing, then, are complementary but distinct activities for all but the smallest of companies. Of the two, marketing is the more fundamental, at least when it is properly understood and practiced: it can and should orient the entire organization around what the consumer wants to buy, and not what your company has to sell.

Although marketing best practice is prone to its fashions and fads, concerted efforts are in fact being made to establish the common factors that lie behind marketing success.

Where Ries and Trout’s ’22 Immutable Laws of Marketing’ set the bar many years ago, attention has turned more recently to evidence-based and empirical study of how markets operate, how buyers behave and how marketing can best impact brands and sales.

I draw from the most recent ‘breakthrough’ marketing science title for my 5 tips.  Byron Sharp ‘How Brands Grow’ takes issue with much accepted wisdom and textbook marketing theory.  It sets out a straightforward and largely generalisable framework for successful marketing.

So while some brands in some categories may occasionally march to a different beat, and although there’s no substitute for working out exactly what works for your own specific brand, most of the time the following will serve you well.

- Prioritise the reach of your brand.  Brands thrive on popularity and broad penetration, and earning the loyalty of a few is seductive but wrongheaded.  Skoda’s business doubled when we stopped them talking just to petrolheads who could see beyond the badge and instead tackled the widely held stigma attached to the brand.  See how apparently ‘niche’ products like apple and Kindle present themselves.

- Get noticed.  In store, in advertising and beyond.  Fame is commercial gold dust. The price comparison site jinglefest is perhaps the extreme form: a ruthlessly practical battle for attention in a world oversupplied with brands and their comms.

- Create and use distinctive brand assets.  These are the consumer’s friend, and make what you do work for you and not others.  Great brands all boast these.

- Refresh and build memory structures.  This is the stuff we draw on subconsciously and consciously to make our decisions. What is your brand’s history, truth, agenda?  Commit to it.

- Be consistent yet fresh. No-one likes a brand that wobbles all over the pace.  But tell the same story in new and interesting ways and you will be rewarded.

 This article was first published in the Fresh Business Thinking.com newsletter.