brandgym Brand Leadership Research Survey

Question Title

2. What sort of business do you work in?

Agency/consultancy (design, ad agency etc)

University of business school

Multi-brand company (e.g. Unilever, Kraft)

Mono-brand company (e.g. Nike, Google)

Question Title

3. What is your job?
NOTE:
CMO/Group Marketing Director is a head-office role, not working directly in a business unit (e.g. Keith Weed at Unilever)
Marketing Director/Brand Director works directly in a business on a brand or brands

CEO/Managing Director

Group Marketing Director/Chief Marketing Officer

Marketing Director/Brand Director

Marketing Manager/Brand Manager

Other

Question Title

4. How important are the following in creating an inspiring brand vision in your company, and then inspiring the organisation to deliver it?
NOTE: if you work in an agency, answer the question based on your view on the client companies you work with

	Extremely important	Important	Not that important	Not important at all
CEO/Managing Director	CEO/Managing Director Extremely important	CEO/Managing Director Important	CEO/Managing Director Not that important	CEO/Managing Director Not important at all
Group Marketing Director/Chief Marketing Officer	Group Marketing Director/Chief Marketing Officer Extremely important	Group Marketing Director/Chief Marketing Officer Important	Group Marketing Director/Chief Marketing Officer Not that important	Group Marketing Director/Chief Marketing Officer Not important at all
Marketing Director/Brand Director	Marketing Director/Brand Director Extremely important	Marketing Director/Brand Director Important	Marketing Director/Brand Director Not that important	Marketing Director/Brand Director Not important at all

Question Title

5. Rate the importance of the following brand leadership behaviours in driving brand and business growth

Question Title

6. How long do you think a brand or marketing director needs to be in their role to have a real and lasting impact on the brand and business?

1 year

2 years

3 years

4 years

5 years

More than 5 years

Question Title

7. And in your experience, on average how long does a brand or marketing director stay in their role?

1 year

2 years

3 years

4 years

5 years

More than 5 years

brandgym Brand Leadership Research

1. WHAT MAKES a BRILLIANT BRAND LEADER?

Question Title

1. Please tell us your name, just so we see who has replied

Question Title

2. What sort of business do you work in?

Question Title

3. What is your job?
NOTE:
CMO/Group Marketing Director is a head-office role, not working directly in a business unit (e.g. Keith Weed at Unilever)
Marketing Director/Brand Director works directly in a business on a brand or brands

Question Title

4. How important are the following in creating an inspiring brand vision in your company, and then inspiring the organisation to deliver it?
NOTE: if you work in an agency, answer the question based on your view on the client companies you work with

Question Title

5. Rate the importance of the following brand leadership behaviours in driving brand and business growth

Question Title

6. How long do you think a brand or marketing director needs to be in their role to have a real and lasting impact on the brand and business?

Question Title

7. And in your experience, on average how long does a brand or marketing director stay in their role?

Question Title

8. Any other comments, ideas or thoughts about what makes a brilliant brand leader

	Extremely important	Important	Not important	Not important at all
Creating an inspiring and competitive vision for the brand	Creating an inspiring and competitive vision for the brand Extremely important	Creating an inspiring and competitive vision for the brand Important	Creating an inspiring and competitive vision for the brand Not important	Creating an inspiring and competitive vision for the brand Not important at all
Passion for the brand you work on	Passion for the brand you work on Extremely important	Passion for the brand you work on Important	Passion for the brand you work on Not important	Passion for the brand you work on Not important at all
Passion for your consumer	Passion for your consumer Extremely important	Passion for your consumer Important	Passion for your consumer Not important	Passion for your consumer Not important at all
Passion for the product or service your work on	Passion for the product or service your work on Extremely important	Passion for the product or service your work on Important	Passion for the product or service your work on Not important	Passion for the product or service your work on Not important at all
Being brave enough to break the rules of the category	Being brave enough to break the rules of the category Extremely important	Being brave enough to break the rules of the category Important	Being brave enough to break the rules of the category Not important	Being brave enough to break the rules of the category Not important at all
Being practical and action oriented	Being practical and action oriented Extremely important	Being practical and action oriented Important	Being practical and action oriented Not important	Being practical and action oriented Not important at all
Ensuring marketing is focused on influencing the growth drivers of the business	Ensuring marketing is focused on influencing the growth drivers of the business Extremely important	Ensuring marketing is focused on influencing the growth drivers of the business Important	Ensuring marketing is focused on influencing the growth drivers of the business Not important	Ensuring marketing is focused on influencing the growth drivers of the business Not important at all
Knowledge of marketing and branding theory, concepts	Knowledge of marketing and branding theory, concepts Extremely important	Knowledge of marketing and branding theory, concepts Important	Knowledge of marketing and branding theory, concepts Not important	Knowledge of marketing and branding theory, concepts Not important at all
Being able to cut costs	Being able to cut costs Extremely important	Being able to cut costs Important	Being able to cut costs Not important	Being able to cut costs Not important at all
Staying on the brand long enough to make a real impact	Staying on the brand long enough to make a real impact Extremely important	Staying on the brand long enough to make a real impact Important	Staying on the brand long enough to make a real impact Not important	Staying on the brand long enough to make a real impact Not important at all
Driving the brand vision through into wave after wave of marketing	Driving the brand vision through into wave after wave of marketing Extremely important	Driving the brand vision through into wave after wave of marketing Important	Driving the brand vision through into wave after wave of marketing Not important	Driving the brand vision through into wave after wave of marketing Not important at all
Being a perfectionist about the quality of brand delivery, in product, service and marketing	Being a perfectionist about the quality of brand delivery, in product, service and marketing Extremely important	Being a perfectionist about the quality of brand delivery, in product, service and marketing Important	Being a perfectionist about the quality of brand delivery, in product, service and marketing Not important	Being a perfectionist about the quality of brand delivery, in product, service and marketing Not important at all
Inspiring and motivating the marketing team	Inspiring and motivating the marketing team Extremely important	Inspiring and motivating the marketing team Important	Inspiring and motivating the marketing team Not important	Inspiring and motivating the marketing team Not important at all
Inspiring and motivating the broader business, outside marketing	Inspiring and motivating the broader business, outside marketing Extremely important	Inspiring and motivating the broader business, outside marketing Important	Inspiring and motivating the broader business, outside marketing Not important	Inspiring and motivating the broader business, outside marketing Not important at all
Inspiring and motivating creative agencies	Inspiring and motivating creative agencies Extremely important	Inspiring and motivating creative agencies Important	Inspiring and motivating creative agencies Not important	Inspiring and motivating creative agencies Not important at all
Managing up the business and selling ideas to the board	Managing up the business and selling ideas to the board Extremely important	Managing up the business and selling ideas to the board Important	Managing up the business and selling ideas to the board Not important	Managing up the business and selling ideas to the board Not important at all

Question Title

* 1. Please tell us your name, just so we see who has replied

Question Title

* 2. What sort of business do you work in?

Question Title

* 3. What is your job?NOTE:CMO/Group Marketing Director is a head-office role, not working directly in a business unit (e.g. Keith Weed at Unilever)Marketing Director/Brand Director works directly in a business on a brand or brands

Question Title

* 4. How important are the following in creating an inspiring brand vision in your company, and then inspiring the organisation to deliver it? NOTE: if you work in an agency, answer the question based on your view on the client companies you work with

Question Title

* 5. Rate the importance of the following brand leadership behaviours in driving brand and business growth

Question Title

* 6. How long do you think a brand or marketing director needs to be in their role to have a real and lasting impact on the brand and business?

Question Title

* 7. And in your experience, on average how long does a brand or marketing director stay in their role?

Question Title

* 8. Any other comments, ideas or thoughts about what makes a brilliant brand leader

1. Please tell us your name, just so we see who has replied

2. What sort of business do you work in?

3. What is your job?
NOTE:
CMO/Group Marketing Director is a head-office role, not working directly in a business unit (e.g. Keith Weed at Unilever)
Marketing Director/Brand Director works directly in a business on a brand or brands

4. How important are the following in creating an inspiring brand vision in your company, and then inspiring the organisation to deliver it?
NOTE: if you work in an agency, answer the question based on your view on the client companies you work with

5. Rate the importance of the following brand leadership behaviours in driving brand and business growth

6. How long do you think a brand or marketing director needs to be in their role to have a real and lasting impact on the brand and business?

7. And in your experience, on average how long does a brand or marketing director stay in their role?

8. Any other comments, ideas or thoughts about what makes a brilliant brand leader