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Strategy that shows how to see things differently. Leadership so you’re not going in every direction. And a well rounded notion of how all the other departments work, without having to be an expert in those fields. Also agree with above, stay curious my friend.
Curiosity:
About the brand, about people, about culture, about how things work, about history and the future.
If you’re curious about all those things, you’ll absorb the PR, social, copywriting, UX, design, etc naturally, which would favor your success in managing a brand.
Spending the time to research is so important.
It probably depends on the company, brand roles in our org require an understanding of pricing, innovation, portfolio strategy - even before the comms side and then it’s becoming more important to be a ‘digital’ BM/BD
My company is similar, brand marketers spend most of their time on portfolio strategy, but the reason we’re in that seat is because we have a strong passion for consumer.
Knowing how to get and interpret consumer insights is critical. Even if you have a strong research and digital team supporting, you’re the one who has to bring the consumer to life and champion their needs across business decisions.
Brand management requires a strong understanding of people more than products, a proven creative instinct, and the ability to work cross-departmentally. A brand director should be obsessed with the consumer and understand how to position the company within the larger market narrative.
The last brand team that I structured housed; influencer marketing, PR, media relationships (print/TV), affiliate marketing, and a few key brand partnerships. The soft skills required; storytelling, copywriting, reputation management, and an ability to keep a pulse on the industry.
The word “brand,” is one of those words that can mean almost anything, so it varies from company to company. In my experience, the best brand leaders have had either creative or marketing backgrounds.
I’d highly recommend Mark Ritson’s Mini MBA in Brand Management.
I truthfully believe brand building is also made in your responses. So I would have to say, though they are all very important, copywriting and overall voice.
Express what you’re problem is/are, share that with the pros (brand experts), agree a brief and targets. And let the brand professionals help you achieve that. Pay them well, and see that as investment not cost. And you should get a good return / get great results.
Excel, the best thing is that it applies to pretty much any area in Marketing
Maybe not the most important thing in marketing: the written word.
It’s so important to be in the know about what is going on in the media, and greater world. The more you consume media and are familiar with the industry, the more you will understand PR
Big question. I'd suggest that technical skills are low on the list in the long term.
Being able to read a room and understand what makes other people tick is probably higher on the list, among some of the other things listed here.
I find that empathetic individuals who are simultaneously curious and resourceful tend to make things happen with consistency.
Time management and efficiency