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Fresh Perspectives: Strategic Thinking for Creative Brand Development

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Aston Business School

Susan Cadbury Lecture Theatre, MBA Lounge

Aston University

Birmingham

B4 7ET

United Kingdom

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Strategic Thinking for Creative Brand Development

Most strategic thinking in marketing revolves around an outside-in approach so business leaders are encouraged to conduct marketing research to find out what customers want and what competitors are offering, externally, before developing strategies internally. However, this approach has some serious limitation especially when developing and strengthening brands. One major issue is that customers and consumers cannot articulate what they want, creatively, in ways that are not currently available.

An inside-out approach to strategic thinking is required for creative brand development; when more substantial changes to a brand are needed. This session will highlight a creative brand development process and give examples to outline how this was successfully implemented based on action research projects conducted by the presenter.

Speaker

Dr Ian Combe is a lecturer in marketing strategy at Aston Business School. Ian's research interests lay in a range of topics that interface between marketing and strategic management such as strategic orientation, strategic flexibility, strategy practice and managing service quality. He is experienced in conducting case study research and in the use of cognitive research methods such as sorting technique, laddering technique and cognitive mapping. His work has been published or is forthcoming in journals such as The Leadership Quarterly, European Journal of Marketing, Journal of Strategic Marketing, Journal of Marketing Management and Managerial Auditing.

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Aston Business School

Susan Cadbury Lecture Theatre, MBA Lounge

Aston University

Birmingham

B4 7ET

United Kingdom

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