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  • brucemckinnon

A Star, a Medal and a Byte

Updated: Jun 10, 2020

I wanted to let you know that as well as being a finalist for the Business Book Awards, ’What’s Your Point?’ has just won the silver medal at the Axiom Book Awards – the US version which also happens to be the world’s largest! Right now you can buy a copy on Amazon and get a 20% discount!

I spent last month in the company of Michelin star chef Ignacio Mattos of Estela, Flora and Altro, three incredibly successful restaurants that are the toast of Manhattan.

A mischief-maker with his cuisine, Ignacio takes every diner on a journey of hidden delights and delicious surprises. It was my task to create a strategic framework for his team to keep the magic and keep on track too - a great and fitting challenge for a brand strategy.

And from bites to bytes....The CTO of Blue Yonder came to me saying his team had a brilliant idea for a new software solution but were struggling to define the ‘it’:

what is it?

what problem is it solving?

what benefits does it give the customer?

All common problems for many companies. I’m glad to say with the combined efforts of their Data Scientists and the Brand Arrow process the 'it' was found and is now residing in a Solutions Brief doing the rounds at their Dallas HQ.

It's amazing what a good brand strategy can do! If you would like to discuss any challenges you may have defining or delivering your key messages, drop me a line here.

By the way, I'm lecturing at CIM's Marketing Club on February 25th at the University of Westminster and would love to see you there, you can book a ticket here

Bruce develops brand strategies for clients in Europe and the US in both the b2b and b2c sectors through his consulting practise Mission Brand. He has worked in brand marketing for global and local brands for 30 years, regularly speaks on the subject of brand at conferences and business schools around the world, facilitates workshops and his recently published book 'What's Your Point?' went to number 1 on Amazon's new release chart. He holds an MBA from Cranfield School of Management and the Chartered Institute of Marketing Postgraduate Diploma in Marketing.

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