Growth through effective brand building, with Andrew Geoghegan, Experienced Global CMO and Author

“In organisations where everybody sees themselves as a brand-builder and has a role to play, my experience is, it leads to dramatically different outcomes.”

In this episode of The Persuasion Game podcast, Adam is joined by Andrew Geoghegan, an experienced global CMO whose career spans nearly two decades at Diageo as well as senior roles at PepsiCo, William Grant & Sons, and PZ Cussons.

Andrew makes the case that brand building can be an engine for growth in an era of transformative times that we are living in.

We explore what it really means for everyone in an organisation to be a brand builder, why marketing should champion the process rather than own it, and his view on why some brand building exercises fail.

He also shares his perspective on the current state of marketing capability, and why leading with humility is the key to success.

Andrew's work on marketing effectiveness won him a Gold at the IPA Effectiveness Awards, and he has now distilled everything he knows into a book: “Effective Brand Building”.

CHAPTERS:

(00:00) Introduction

(03:07) Organisational Alignment Matters

(11:53) Everyone Builds Brands

(17:02) Capability Training Gaps

(22:29) Leadership In Chaos