I've been a marketing consultant for more than twenty years.  What I've learned is that most people think they understand what marketing is, but in reality they don't see it as the all-encompassing discipline that it is. Instead, they think it's advertising and brochures and websites - and social media. Yes all true, but it's so much more than that. 

Marketing is business and business is marketing.  

To be an effective marketer, it's about truly analysing the market, and then establishing the optimum short-term and longer-term use of your resources to deliver an outcome.  It's equally about the creative, and the way that the brand is represented and the organisation's story and message is told. 

Numbers and Narrative, Analysis and Creative. 

To support my consultancy, I've used the same Marketing Plan framework since day dot (now conveniently dubbed the Hook by Crook method to tie in with my surname), and the thing I love about it, is how comprehensive, yet simple and straightforward, it is. I've seen others make marketing so complicated, with reports that are laden with jargon - so much so, that nothing actually gets done.  

By contrast, I advocate for a practical and pragmatic approach to marketing which is based on 'think first, act second' disciplines. In real terms, this means identifying five or six key 'big issues' and focusing on addressing these first. Once these are underway, then iterate the plan and drill down on the next most important issues. And thereafter, rinse and repeat. 

Underpinning all this, is a deep belief in the importance of Corporate Social Responsibility as being essential to good business and great communities.  My view is that businesses should look to deliver with impact, and that people should feel like they belong to something bigger than themselves, and thus every employer and employee should have the opportunity to ‘go home proud’.