Step 1 – Create your Northstar and decide what it means for your positioning Every company needs a compelling Northstar that drives all other targets and KPI’s. It should be ambitious but specific and quantifiable.
Can you give a quick overview of how Bol Foods came to be? I had been working at Innocent for 14 years and expanded the innocent range to include veg pots in 2008, but when the company
What are some of the most common mistakes you see being made by brands? 1. Chasing volume Too many brands chase volume today at the expense of the brand tomorrow. When I joined Maclaren they
You have built your brand as The CEO Expert largely on driving change and innovation. Why is innovation so important? Markets have been changing rapidly in recent years and Brexit has only increased the uncertainty. Personally, I
In just a couple of years Duke & Dexter have developed a huge brand presence, with some of the biggest celebrity names in the world wearing your products. If you had to attribute your success to just
Strategy Focus on doing something really hard, really well Rather than making something really simple and shouting about it from the rooftops, we’re trying to do something really hard and just concentrate on getting it