I have slightly paraphrased this question which was posed by Emma Mattocks BA (Hons) on her Facebook page and my answer was.

IT’S A WONDERFUL LIFE. Directed by Frank Capra in 1946, starring James Stewart and Donna Reed. It is the quintessential Christmas movie the plot of which is:

George Bailey has so many problems he is thinking about ending it all – and it’s Christmas! As the angels discuss George, we see his life in flashbacks. As George is about to jump from a bridge, he ends up rescuing his guardian angel, Clarence – who then shows George what his town would have looked like if it hadn’t been for all his good deeds over the years.

The reason I have chosen it is because it is a metaphor for my business activity. The underlining message of the movie is that we never fully realise the impact we have on others until they tell us, or we step back from the interaction and see it from their perspective.

Why is this relevant for you? Because when we focus on what we do we miss the key reason why people ‘buy’ us. It’s not what we do it’s what we do for others.

In a recent post, my son Alex quoted the startling fact that only 5% of B – B buyers are in the market to buy. Yet 90% of resources focus on selling.

The key is Brand Marketing. The definition for this is:

Successful brand marketing goes beyond simply promoting products or services. It focuses on building emotional connections with consumers, fostering brand advocacy, and cultivating long-term relationships. By consistently delivering on its brand promise and maintaining a strong brand presence, a company can establish a competitive advantage, drive customer loyalty, and achieve sustainable growth in the market.

Let me give you an example.

On the 5th of April, we had an inspiration session with Dexter Moscow on How to create influence and impact.  Dexter is a contact of mine that I worked with the UK sales team on, to step change their behaviour and outcomes with their customers and key stakeholders. Dexter is a fun energetic character with a career across retail, property, finance, TV and Film. He has worked with other clients such as Mercedes, McDonald’s, Mothercare, Sainsbury’s, IGD and Ernest and Young. Dexter’s unique methods helped us prepare, plan and deliver our presentations in a very different way. The UK sales team hold up Dexter’s training and investment in their time as one of the most valuable courses and training that they have done. Eddie Kemp – Shopper Director LEGO

So, let me ask you again with your focus now on Brand Marketing


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The 7 Keys to a P.E.R.F.E.C.T. presentation