Brand Fusion

Dr Terry Smith, with a PhD in Marketing, has taught across the full Marketing spectrum, and for the Chartered Institute of Marketing for which he was also part of the CIM Technical Committee which helped translate contemporary marketing practice and integrate the latest academic thinking into the development of the current CIM Post-Graduate curricula. Previously, he was a practitioner in a broad range of marketing management roles in B2B and as a partner in an SME. Terry is the author of a major textbook, ‘Marketing Communications: A Brand Narrative Approach’, an academic monograph, ‘The Roots and Uses of Marketing Knowledge: A Critical Inquiry into the Theory and Practice of Marketing’, together with a collection of book chapters and published papers, all with a focus on marketing theory, practice, and meaning. Dr Tom Williams, with a PhD in Branding and Sociology from Lancaster University, Founder and Managing Director of FUZE a unique company that fuses insight driven continuous improvement through embedded organisational learning. These insight systems are based on their clients' customer-people-culture experiences, and evaluated against their brand purpose and strategy. FUZE are purpose-led, that endeavour to improve and transform businesses and brands, by empowering people within these businesses to learn and develop, individually and collectively. This is achieved via (1) their FUZE iMPACT Platform which offers a suite of solutions for effective experience management and (2) The FUZE iMPACT Academy which develops and delivers tailored qualifications from Level 2 through to Level 7. FUZE has a track record helping clients develop culture of continuous improvement and learning. FUZE works with a broad range of clients and sectors such as: Inspired Villages; Freedome Parks owned by CircusTrix; Universities in the UK; nationally renowned tourist attractions (e.g. Tatton Park); world renowned destinations such as the Lake District Park UNESCO World Heritage Site; fast growing FMCG companies in Australia and global technology organisations. Formerly Associate Head of Department at Chester Business School, Tom was the Executive MBA Director responsible for the development, recruitment and delivery of this programme and working with a number of corporate businesses such as MBNA, Bank of America, DELL Technologies, Essar Fuels, HSBC, as well as nationally recognised charities like Chester Zoo, large public sector organisations and diverse range of engineering companies and fast growing start-ups. He currently holds a role as Visiting Professor in Management at the University of Chester. Tom has also authored various academic journals, conferences papers, local economic strategies that for Local Economic Partnerships. He was also awarded the Santander International Research Excellence Award in 2016.

• Chapter 1 Overview Section 2 The Foundations of Theory and Practice Chapter 2 Developing brand strategy: roots, resources and relationships Chapter 3 Managing meaning: social dominant logic Section 3 The Development of Strategy Chapter 4 Managing the alignment of strategy: purpose, proposition and positioning Chapter 5 Managing customer-company fusion: customer experience management Chapter 6 Managing strategic segementation: customer insights from data Chapter 7 Managing the customer journey: strategic service approaches to the consumption experience Chapter 8 Managing the conversation: integrated marketing communications Chapter 9 Managing brand equity: tangbile results from intangible assets Section 4 The Application of Purpose and Practice Chapter 10 Legal & Genereal: inclusive capitalism - change, sustainability and purpose Chapter 11 Inspired Villlages: purpose, values and alignment Chapter 12 Small is beautiful: big ambitions for SMEs Chapter 13 Festival of Thrift: sustainability through brand community Chapter 14 Headspace: immersive digital meditation and mindfulness Chapter 15: Freedome: building franchise equity Chapter 16 University of Cumbria: brand anchor, pledge and persona Chapter 17 Dell Technologies: person to person in B2B