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helen edwards

@helenedw

Brand consultant, columnist for Marketing Week, Adjunct Associate Professor at London Business School, author of Creating Passion Brands.

 London
passionbrand.com
Joined November 2009
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  • Followers3.6K
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Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)Photo by helen edwards (@helenedw)
Your next #innovation might be in the margins. Discover how marginal behaviours can journey into the mainstream, and how your #brand can be there when they do, with @helenedw.👇 bit.ly/47ub7HN
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Thoughts on collaboration. "When the consultations are over, your voice has been heard, and a firm decision has finally been made, even if it is one you do not agree with, you should please play your part in ensuring it will be a success." From @helenedw buff.ly/3Vnpzhw
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Why every CMO needs a chief creative officer - even if they don't need an agency. My latest @MarketingWeekEd column marketingweek.com/the-c-suit…
The C-suite is missing the chief creative officer

The C-suite is missing the chief creative officer

Companies only truly value creativity when it’s their product, but most would benefit from a chief creative officer’s honesty and defiance of convention.

marketingweek.com
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“Describe the target consumer as though you like them”. @helenedw on how our internal language around customers can damage our external relations with them. buff.ly/45ZC2tM
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Well worth a read: The power of partnership: How the CEO–CMO relationship can drive outsize growth mck.co/3FxnSFp via @McKinsey
The power of partnership: How the CEO–CMO relationship can drive outsize growth

The power of partnership: How the CEO–CMO relationship can drive outsize growth

Amid a challenging economic environment, CEOs are searching for the next engine for growth. CMOs may be the perfect solution to address this need.

mckinsey.com
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Why the NatWest Farage debacle is a timely warning to all marketers in all sectors. My latest @MarketingWeekEd column marketingweek.com/marketers-…
Too often marketers forget their customers are people, not ‘targets’

Too often marketers forget their customers are people, not ‘targets’

Brands’ internal language dehumanises customers and lacks respect, which risks causing costly errors as with NatWest’s treatment of Nigel Farage.

marketingweek.com
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Achieving anything in marketing means engaging the whole organisation. Join me and @PositivelyTMM on Nov 14 9.30am UK themarketingmeetup.com/event…
How to get wider business buy-in to your marketing efforts so you can get things done | The...

How to get wider business buy-in to your marketing efforts so you can get things done | The...

This positively lovely TMM webinar is free to attend for anyone looking to come or watch for seven days after, when it’ll go live on our blog and The Marketing Meetup Podcast

themarketingmeetup.com
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I find it pleasing that Wired Mag is still in print. I don’t read it as often as I should – but can totally recommend the latest issue not least for the extended editorial on OpenAI – if, like me, you are still at the stage of seeking to understand then it is well worth a read.
Image from helen edwards (@helenedw)
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The fantastic @FOM is next Thursday. Come and join me on the Navigating Trends stage at 13.20 where I will be talking about how to find new routes to sustainable growth. And those nice people @MarketingWeekEd have bought copies of my new book to give away FREE See you there
Image from helen edwards (@helenedw)
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Why we should be on our guard about so-called behavioural science. My latest @MarketingWeekEd column. marketingweek.com/helen-edwa…
Scientific findings should be replicated somewhere other than PowerPoint

Scientific findings should be replicated somewhere other than PowerPoint

Marketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.

marketingweek.com
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Iceland stores pull off one of the hardest tasks in marketing – effectively targeting lower- income consumers – and they do it in a way that isn’t patronising or solely focused on price. Take a look at how in my latest @MarketingWeekEd column marketingweek.com/helen-edwa…
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New trend: the combined bar and book recommendation. @hfedwards and Bloody Mary's Deal. – at Deal, England
Image from Rory Sutherland (@rorysutherland)
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Consumer interest in #trends can flip from uninterested to fully devoted in the blink of an eye. Learn to predict mainstream behaviours and harness their power for #BrandGrowth with this free chapter from 'From Marginal to Mainstream' by @helenedw. bit.ly/46sUmN8
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Replying to @loveinheadscarf @profhamel @QSPMarketing @helenedw
Bill Bowerman introduced the idea of running for fitness partnering with cardiologists and long story short… the fitness revolution. And sectors and businesses that emerged. From something that didn’t even exist. #qspsummit @helenedw
Image from Shelina Janmohamed (@loveinheadscarf)
Image from Shelina Janmohamed (@loveinheadscarf)
Image from Shelina Janmohamed (@loveinheadscarf)
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Replying to @loveinheadscarf @profhamel @QSPMarketing
Excited to hear @helenedw speak about growth and leadership. Intriguing start with a picture of a senator jogging. Apparently people could once be arrested in the USA for jogging as “misuse of the highway” #qspsummit
Image from Shelina Janmohamed (@loveinheadscarf)
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Replying to @loveinheadscarf @profhamel @QSPMarketing @helenedw
Bowerman and his business partner Knight set up Nike. They weren’t disrupting from isolated innovation. They responded to consumer-driven disruption. Which fosters new industries and new winners #qspsummit
Image from Shelina Janmohamed (@loveinheadscarf)
Image from Shelina Janmohamed (@loveinheadscarf)
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Wonderful to see ⁦@profhamel⁩ kicking off the QSPSummit in Porto today with a picture of my teaching’ home ⁦@LBS⁩ in full screen #QSPSummit
Image from helen edwards (@helenedw)
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Marketers are busier than they have ever been. So how come so little gets done? My latest @MarketingWeekEd column marketingweek.com/helen-edwa…
Three good things that become terrible when combined

Three good things that become terrible when combined

Like toxic interactions in medicine, each one alone can improve your team’s work, but taken together they will kill your productivity and decision-making.

marketingweek.com
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Your brand’s provenance is a fact. That doesn’t automatically make it a selling point. My latest @MarketingWeekEd column marketingweek.com/the-regali…
The regalia of being a national treasure weighs John Lewis down

The regalia of being a national treasure weighs John Lewis down

Far from being beneficial, the retailer’s perceived status a British institution limits its ambition - just look at what Britishness stands for today.

marketingweek.com
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Your #brand growth can come from the margins - if you know where and how to look. Find out how you should be thinking about growth, with @helenedw's article in @MT_editorial. 👇 bit.ly/3WKP5w3
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