Chris Hughes is a Branding and Marketing Keynote Speaker.
It is said of Chris Hughes, that if you cut him in half you would find the word ‘’brand’ running through him.
Now considered a danger by his family for his habit of reading advertising hoardings, van and lorry sides as he is driving, Chris Hughes comes from a classic sales and marketing background.
Chris Hughes held senior and board positions with companies such as Mars and Pillsbury UK. Subsequent to this he set up and ran Prince Sportsgroup UK. After sale to Benetton, Chris has spent his time as a management consultant with a bias towards marketing and brand positioning, both in domestic and global markets, and in interim management posts with companies such as Dunlop Slazenger.
His experiences range across large budgets brands to start ups; from blue chip corporations to SME’s; from consumer goods, via business to business, to service marketing. In all of these, he maintains, the same marketing and branding principles and disciplines apply.
The 10 Commandments of Marketing
The 10 Commandments of Marketing covers the core principles of marketing; the 10 guiding principles of marketing as they should be applied to running any business. The Commandments of, amongst others:
- Brand as ‘Customer Proposition’
- Comprehension and ‘Buy In’ Throughout the Whole Organisation
- Emotional Communication Prevailing Over Rational Argument
Peter Drucker wrote ‘a business has but two responsibilities; to innovate and to market. These produce results, all the rest is just costs’. How many of us just produce and promote?
Specifically, in a highly interactive format, the module looks, through a great deal of group discussion, argument and exercises – designed to provide high levels of ‘take home value’ to:-
- Debate and agree upon a definition of marketing that works, both conceptually and pragmatically for members in their day-to-day business.
- Agree The Top Ten Marketing Commandments for the group.
- Take back to their businesses their own bespoke list of The 10 Commandments of Marketing and actions plans associated with each one.
Chris has dozens of ‘commandments’ – with examples, which he will use to advance or debate points put forward by delegates.
Are You a Brand or Just a Well Known Name?
Identify your customer proposition and express it as a brand. Create a focussed, differentiated brand position.
- Brand as ‘customer proposition’
- Brand as key bottom line driver
- Brand as the responsibility of CEO and board
- Brand as the heart and soul of an organisation
- Brand as day to day template for company behaviour and values
Specifically, in an interactive and highly visual format, the module looks at:
- The need for emotional connection ahead of rational connection. “A brand is not about purchases, it’s about a relationship; the latter drives the former”
- The need for intense focus and sacrifice; the ability to express the emotional values you deliver to your customers in no more than three words. “The Power of 3”
- A toolkit of basic rules for developing an integrated branding approach. “It only works when it all works”
Brand Business Builder
Establish and measure the most cost effective ways of marketing your brand – whatever the budget.