Brand Fusion: Purpose-Driven Brand Strategy

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.

It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning-from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

Dr Terence Smith, with a PhD in Marketing, has taught Marketing over a period of 20+ years in Higher Education 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. He has been involved in consultative projects for SMEs in microbiological manufacture, retail catering and commercial design and has authored many texts, book chapters and academic articles on marketing. Terry has authored a major textbook which explores the theory/practice in the areas of marketing, integrated marketing communications and branding: ’Marketing Communications: A Brand Narrative Approach’ by Wiley, and also an academic monograph ’The Roots and Uses of Marketing Knowledge: A Critical Inquiry into the Theory and Practice of Marketing’ by De Gruyter.

Dr Tom Williams, with a PhD in Branding and Sociology from Lancaster University, Founder and Managing Director of FUZE Research which fuses a blend of latest academic-commercial research to help clients build insight-driven systems based on customer-people-culture, with brand strategy at the heart of these solutions. FUZE have a track record of delivering impact to help clients develop an evidence-based and learning culture. FUZE works with a broad range of clients and sectors such as: global brands owned by Legal & General Plc; SkyZone owned by the 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; and technology organisations operating globally. 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 DELL-EMC, MBNA, Bank of America, Essar Fuels, HSBC, as well as nationally recognised charities, large public sector organisations and diverse engineering companies and 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 for his academic research project and paper.