Episode #158. Today's episode is a technical skill on effective brand building and the considerations and competencies you need to build a brand; including the importance of clarity on your strategic choices and the movement you want to make through SMART objectives to ladder up to the commercial objectives.

Abby's guest is experienced, award-winning marketing leader and friend of the podcast Andrew Geoghegan, Group Chief Marketing Officer at William Grant & Sons and ex PZ Cussons and Diageo. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA and he has been recognised as one of the top 100 marketers by Marketing Week.

In this episode, Andrew shares his experience of brand building and practical advice from his book 'Effective brand building' including organisational context when brand building, making strategic choices, meeting your consumer where they are and how to win/keep winning.

Plus Andrew's highs and lows (since he last appeared on our podcast) and advice for marketers of tomorrow.

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Andrew Geoghegan | LinkedIn

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Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

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