I am a passionate believer that branding involves all aspects of organisational behaviour. My commentaries and presentations range across a diversity of issues and draw on extensive experience of working in international markets as a high level adviser to senior management.
This website is where I post my latest blogs, published articles and presentations, it is also where you can access my previous published and presentation material.
In 2016 I sold my company, SCG International, to my long-standing Russian client, Sait Gutseriev, executive for the Safmar Group. This has given me the opportunity to embark on a new era, acting as an independent consultant after the responsibilities of running a company for 25 years. While I have always enjoyed providing strategic advice and creative solutions across a wide range of sectors, I can now focus on activities that I particularly enjoy and continue to intrigue me.
Everyone it seems is talking about disruption resulting from consumer empowerment facilitated by the internet and digital technology. Equally company culture development, wellbeing and workplaces have become key management topics along with commercial sustainability. These issues link directly with a fundamental message I been been preaching as a branding consultant and architect for the last few years – the importance of ‘creating places where people want to be’. More recently ‘placemaking’ has become an overused term but the principle works across all sectors if ‘place’ is also seen as including both digital, human and physical interactions.
The challenge is then to create a synergy of satisfying experiences for the target audiences.
So my new mantra needs to be ‘creating experiences that people want’! That applies to products, services, places and people. Small wonder the Customer Experience Officer is the new CEO company role for some organisations. That’s fine as long as they realise they also need to meet the needs of their internal clients… their employees !
The fundamental principle of branding is to create a perceived added value in the widest sense, satisfying relevant emotional and commercial criteria. So in some ways nothing has changed as ultimate value has always been the positive perception of price, quality and experience … and achieving the right mix to meet the target audiences’ and users’ changing aspirations and needs.
As this blog shows, I have written and presented on many of these issues for some years. It is interesting to see the basic principles of engagement and relevance still hold true despite the fast changing digital landscape, growth and influence of social media and empowered, informed consumers and users. The ancient mantra of ‘adopt, adapt, improve’ – like Toyota’s original dictum ‘continuous improvement’ – may be dressed up in the new corporate speak of visions and values, but this simple message is still a tough but essential requirement of all managements in a competitive market.
You can find a range of presentations on real estate, banking and retail if you check out SCG London’s library on slideshare where there are more than 40+ presentations I have made over the last few years.
https://www.slideshare.net/SCGLondon/presentations?order=latest
Our approach to bridging the gap between architects and marketing agencies working with key company departments like HR and IT, is still rare it seems, balancing strategic and operational criteria to best advantage. Clive Woodger used Rosatom, as an example of a company that did…
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Clive Woodger & Anna Poberezhna were invited to talk in Kiev about the Historic Architecture and ways of preserving heritage. The presentation covered a number of London examples of architecture icons, including preserved and lost icons as well as the examples of successful redevelopment. The second part of…
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Clive Woodger & Anna Poberezhna spoke @ 7th International PLUS-Forum Cash Circulation + Self-service, 2015. Talking on synergy of employer brand & customer experience banking brands. Клайв Вуджер и Анна Побережная @ 7-й Международном ПЛАС-Форуме Банковского самообслуживание ритейл и НДО с докладом: “Синергия бренда работодателя и…
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This presentation will cover destination, centre and place brands, asset management mentality, changing mindsets, culture and behaviour, and creation of brand synergies. You can view the full presentation by clicking here.
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Bank branding challenges: creating a first choice customer experience, international branding strategies, Russian perspective, employee brand engagement. You can view the full presentation by clicking here .
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Retail Banking Challenges What will be covered in this presentation: – Customers – Generations/ Millenials/ Mindsets – Retail Trends/ New Branch Concepts – Multi Channel Integration – Self Service Innovation – The Value of Values – Ethical/ Emotional – Pop Ups – Digital Backlash –…
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Creating the WOW factor for shopping centers: definitions, brand equity, target audiences, the challenge, brand ingredients, brand experience and cases. You can view the full presentation by clicking here.
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The digital revolution brought about a vast change in consumer behaviour — we now live in the age of constant connectivity and instant gratification, also shifting the balance of power to customers. Do you want to appeal to the changed consumer mindset and capture the…
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Yet another presentation by SCG International on branding: places of origin, the globalisation of brands, rankings and ethnic markets, focusing on Turkish food and drink retail brands. You can view the full presentation by clicking here.
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Hypermarkets, discounters, increased competition in home & lifestyle, the future of DIY and multichannel marketing strategies — this and a lot more in today’s presentation. You can view the full presentation by clicking here.
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