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Rachel Way

Director, Zest Strategic Consulting

I call myself an ‘ethical spy’.

My passion lies in helping senior executives make better decisions, particularly by improving their understanding of the competitive environment in which they are operating. All too often companies are so internally focussed that they lose this perspective. Of those companies that [...]

Brand Navigator Subscriber Centre

Welcome to the subscriber-only section of the Brand Navigator website.

From this section you’ll be able to access subscriber-only content such as White Papers written by Navigators from our community of consultants and presentations delivered by navigators on topics related to marketing measurement, strategy and decision-making. We hope you find this [...]

Will Marketing Automation lead to Marketing Termination?

Marketing automation platforms, campaign management systems, CRM systems and web analytics tools are some of the hottest and most innovative technologies in marketing. Are they so good that marketers are at risk of becoming redundant?

New White Paper – Improving Marketing Decisions

In a fast-moving world, marketers are required to make decisions where uncertainty dominates and the pressure to succeed with limited budgets, resources and short-time lines is rising. A new White Paper from Brand Navigator explores the challenges, shortcomings and risks inherent in making strategic marketing decisions. It reviews recent research into decision-making and classifies the areas where decisions can go awry as either errors in framing the decision, errors in analysis and errors of judgment.

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How numbers can shape thinking

In today's increasingly data-centric marketing world, finding the numbers that matter most, has never been more important or more challenging. The temptation to measure everything that moves must be resisted. Instead, understanding, insight and creative thinking is more likely to arise from a taking a simple, focussed approach to what measures really tell provide a narrative that people within a business can comprehend and act upon.

Brand Strategy – Do you have one?

While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We've developed a short presentation on some of the fundamentals of brand strategy.

Useful Market Intelligence for Free!

There are many extremely useful and high quality sources of market intelligence that marketers can use as inputs to brand planning and marketing strategy that cost absolutely nothing. That's right, they are FREE! Read on to find out more about some of Brand Navigators favourite sources of quality market intelligence.

Ring, ring… is anyone home? Dealing with customer churn in the telecommunications industry

A survey by the Customer Experience Board identifies how marketers in the telecommunications industry are responding to shifting customer expectations and are leading their organisations to deliver better customer experiences and improve retention.