Joyce Renney, Associate Director
The message I hear most often from clients concerns the enormous pressure they are under to deliver results in a tight time scale. The expectations faced by a new chief executive or chief marketing officer today are huge. The frustration can be that they lack the resources and the tools to make informed decisions on which they will be judged.
Fortunately, at Lighthouse we have both. Market strategy and brand sharpening are very effective ways of fast-tracking a new role, or taking a fresh look at evolving opportunities. For new businesses we combine market strategy, branding and financial research to ensure effective market entry and sustainable growth. For example, a client approached us with a new digital product that would establish a whole new market. What she was wrestling with was, “How can we quantify and achieve its potential value?” This is where Lighthouse brings together its strengths in forward thinking brand strategy, market analysis and tactical know-how in achieving business goals.
For young and mature business brands we carry out a lot of thought leadership research to help generate growth and build client relationships. I value working with different specialist teams at Lighthouse who offer specific industry knowledge and experience. For example, I recently worked with our retail team to craft a thought leadership campaign for the retail practice of a global consulting firm. When that client told us how much exposure they had achieved and how much business interest it generated, there was all-round satisfaction. We were also able to build on our client’s success with a bespoke client relationship programme.
A successful thought leadership campaign, geared to revenue, depends on tying it to your brand strategy. Lighthouse uses a rigorous process to craft thought leadership research. In fact, a client commented that our methodology was a valuable exercise in itself, enabling them to capture knowledge and practices they don’t have time for day to day.
In previous years, as former marketing director at Korn/Ferry International and head of international public relations at CNN, I would have leaped at the chance to engage Lighthouse and draw upon its valuable resources. Unfortunately, at that time the firm had not been set up.
Now as a consultant at Lighthouse, when carrying out thought leadership research for clients, I can depend on our diverse and talented Executive Insight team. Our international group of skilled interviewers have extensive language capabilities. I didn’t have to worry about conducting a complex research project in China – my colleague had the material recreated in Mandarin by the close of her business day.
Thought leadership is a major element of brand building and has specific impact when delivered on paper, in person and in digital form. We don’t just craft the research, we strive to maximise the investment our clients have put into it.