These days a typical brand or marketing meeting will likely consist of a cohort of people from different departments and agencies, ranging from C-suite to procurement to advertising and PR, with the marketing manager in the middle. Oftentimes, this cohort of people speak brand and outcomes differently, and it is left up to a mid-weight marketer to decipher and unpack a clear way forward that is not only pleasing to everyone but delivers on objectives and ensures a somewhat streamlined process that each department can get behind. This can be a lonely place.
This is according to Heidi Brauer, seasoned consultant and chief marketing officer, who has built and co-created some of SA’s most-loved brand campaigns across an array of categories ranging from insurance to male cancer to airlines to loyalty programmes and even forklift trucks.
Having been in the branding world for over three decades, Brauer has played witness to the ever-growing gap between the marketing department and the C-suite. ‘We are separated by so much – silos, jargon and technology (which should be an enabler actually),’ commented Brauer. ‘We need to remember that it takes a village to raise a brand, and that multi-disciplinary relationships are at the heart of brand building.”
This doesn’t only apply to marketing managers, the same can be said for mid-weight managers within varying agencies. ‘In the sea of sameness in which most businesses operate, we have to build distinctive ‘brand cakes.’ The recipe needs to be understood and savoured by everyone, and we can’t do that solo,’ said Brauer.
In an effort to help bridge the gap, Brauer has created a personalised programme that seeks to create a space where those who love brands, but need a little help, can learn from real-life examples, real-life expertise and a team of people in the same boat. It’s not a traditional marketing course, it’s more of an ‘un-course’ where participants will have an opportunity to learn, ask pressing questions, and workshop outcomes according to real-life brand, business and personal needs. It’s the stuff you won’t learn anywhere else.
Because ‘More Th@n Marketing’ is tailor-made to its participants, the first hour-long session is a one-on-one, in person conversation. This is followed by six, 90-minute online group meetings and a final individual session to close the loop and plan for any potential next steps. Sessions have a guideline format but are open-enough to allow for organic and intentional discussion according to those in attendance.
Considering that a priority of ‘More Th@n Marketing’ is collaboration and support, there will also be an alumni offering to encourage and foster a community of people that speak, live and continue to deliver their new-found brand magic.
The first eight-week course kicks off in January 2025, with the next sessions beginning in March. For more information, email heidibeeee@gmail.com.
MORE TH@N MARKETING
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