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This work is based upon the operating system of the company, “Added Value”, founded by the author, and now one of the world’s largest marketing and branding consultancies. Two thirds of the value of most companies is based on the intangible value of businesses including reputation, goodwill and know how. It is by marketing that reputation can be created and enhanced thus unlocking brand growth. With the use of many examples and case studies the author shows how the five I’s process Insight, Ideas, Innovation, Impact and Investment Return can be used to create top line demand led growth and the tools and techniques available to achieve this. This is a unique approach with proven success.
Author Biography
MARK SHERRINGTON began his career at Unilever where he ran many of the biggest household brands including Persil and became Marketing Director. In 1988 he founded Added Value, the leading marketing consultancy, which by 2001 employed 400 people in eight countries around the world with a fee income of USD 75 million. He is now Global Marketing Director at SABMiller.
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