Mark Hancock
Every brand strategist, consultant and ‘growth hacker’ has a process which they usually label to make it easier for clients to buy.
Some are better than others.
In my experience the best ones are simple and clear.
This is mine. It’s not called anything. It should speak for itself.
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It has 3 clear steps:
I am Mark Hancock, an independent brand strategist, facilitator, speaker and NED.
I mainly work with mature organisations, entrepreneurial SMEs and founders. I also work with local organisations across economic development projects and with agencies supporting pitches, CRM, content & customer experience projects.
HELLO!
ABOUT
I have been a board director for over 25 years at the world’s biggest agency networks and at Google with responsibility for the strategic output of award-winning global teams across NACE and ASPAC.
I advise CEOs, senior management teams and entrepreneurs on developing rapid growth strategies across internal and external teams, processes and delivery.
I have lived and worked across the world which has allowed me to gather a unique multi-cultural insight into human behaviour and how simplicity, clarity and empathy can unlock diverse challenges.
As a trained qualitative and quantitative market researcher, I believe the adage “People don’t think how they feel, they don’t say what they think, and they don’t do what they say” and as such it has meant filling the gaps in customer insight through clear hypothesis, business casing, MVP development and bringing propositions to market at pace and scale.
BELIEF
I believe that the purpose of your brand is to get more people to buy more stuff
for more years at a higher price.
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The top 2 PRACTICAL reasons for people to buy your brand are:
The top 2 EMOTIONAL reasons for people to buy your brand are:
I believe your future value lies in matching these consistently
METHODOLOGY
Every brand strategist, consultant and ‘growth hacker’ has a process which they usually label to make it easier for clients to buy.
Some are better than others.
In my experience the best ones are simple and clear.
This is mine. It’s not called anything. It should speak for itself.
It has 3 clear steps:
1. INSIGHT
Business objective, marketing objective, brand objective.
Landscape audit, gap analysis, qual/quant data, customer journeys, staff audit,
tech platform evaluation, comms performance audit
2. IDEAS
Hypothesis creation, territories, comms platform, customer experience
3. EXECUTION
Business case, MVP/prototyping, customer journey, media plan, testing plan, metrics & evaluation
SERVICES
Brand
Brand Strategy & Architecture
Customer Value Proposition/NPD
Naming Conventions
Vision/Mission/Values
Staff alignment & training
Advertising & Marketing
Technology systems & processes
CRM & Data
Agency
Pitches
CRM & Data
Ideation
Advertising Campaigns
Comms Planning
Content Strategy
Evaluation & Data
Speaking
I'm a keynote speaker and have spoken across the globe on branding and its application internally and externally, digital disruption and transformation, innovation, CRM, data and its use/misuse, communications strategy and entrepreneurialism for founders. My talks draw on themes from my work across cultures and businesses and I’ve spoken at some of the best-known conferences in the world on behalf of Google alongside many in-company events and senior leadership gatherings.
EXPERIENCE
I have worked on brand leaders and challenger brands in automotive, financial services, retail, utilities, telecoms, FMCG, personal care, beauty, clothing, travel and tourism and charity.
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Over my 25 year career I have built an extensive network of contacts that I can bring in to assist for the more complex projects or point you in the direction of people that can help.
