• Boston - Sao Paulo - Los Angeles - Dublin & Asia (coming soon)

    ......SEE BREAKING NEWS BELOW......

  • BREAKING NEWS

    November 2018: WE ARE MERGING WITH TOTAL BRAND VALUE to better serve global clients

    We Are Growing

    On the 9th anniversary of the founding of Marketing Xcellence, today we are thrilled to announce that we are merging to form Total Brand Value - a truly global business with offices in Boston, Sao Paulo, Los Angeles, Dublin & Asia (coming soon).

     

    Our original business hub in Boston, Massachusetts, will remain. Given that over 90% of our work is with global clients, Marketing Xcellence now part of Total Brand Value, will expand with carefully selected & highly experienced consultants to cover the globe working with global, regional and local management teams. We are delighted to be better able to service our clients needs in Asia, Africa, Latin America, Central America, Europe, North America - all very familiar markets to our global team.

  • The Short Story:

    "Brand Building is too important to be left to the marketing department alone."

    What We Do

     

    Marketing Xcellence, now part of TBV Global, is a boutique brand building capability consultancy. We work with some of the largest & most successful branded businesses in the world across multiple categories from drinks, food, retail, luxury goods, financial services, pharmaceuticals, telecoms, tech, health & beauty etc.

     

    We have decades of experience building, training, and embedding brand building frameworks globally. Our passion is driving SIMPLE, consumer & customer focused thinking into the heart of complex businesses. Creating YOUR own way of managing brand(s) based on global best practice, allows the business to focus its operations, planning & communication around a simple, common approach.

     

    We bring our work to life creating common language & rigorous practical application. Our thinking is constantly evolving as we learn from the best.

     

    Marketing Xcellence's work has been successfully implemented on hundreds of brands in multiple categories in almost every country on earth.

     

    Where We are Located

    BREAKING NEWS - NOV 1st 2018. On the 9th anniversary of the founding of Marketing Xcellence, today we are thrilled to annnounce that we are merging to form Total Brand Value - a truly global business with offices in Boston, Sao Paulo, Los Angeles and Dublin (coming soon).

     

    Our original business hub in Boston, Massachusetts, will remain. Given that over 90% of our work is with global clients. Marketing Xcellence, now part of Total Brand Value will expand with carefully selected highly experienced consultants to cover the globe working with global, regional and local management teams. We are delighted to be able to service our clients needs in Asia, Africa, Latin America, Central America, Europe, North America are all very familiar markets to our global team.

    Our Experience

    We are a highly experienced team, each with more than 20+ years experience at senior levels in global organizations - P&G, Diageo, Gillette, Kraft, Carlsberg, Cadbury, McDonalds, Mars etc.

     

    Our Senior Consultants have all led marketing teams at CMO, global, regional and local levels internationally in complex business environments. Our brand management and planning capability development work has been implemented on hundreds of leading brands in hugely diverse categories and our tools & concepts are in daily use all across the globe. All businesses are brands in their customer or consumers eyes - and every action they take impacts their perception. For better or for worse.

     

    Categories we are actively involved in include Packaged Goods, Services, Retail, Food, Pharmaceuticals, Drinks, Luxury Goods, Health and Beauty, Telecom, Restaurants, Animal & Pet Care, Financial Services and Tech.

  • what problem do we solve?

    Let’s start with an analogy, courtesy of Monty Python…This is what we often see in organizations when it comes to key steps in brand building (brand positioning, annual planning etc)…..

     

    Adding structure, professionalism and common language around marketing & brand building seem like a basic step in any organization. This is what we do. Anyone who has worked in a business that has implemented a simple common language around brand building knows how empowering that can be to your daily work business success. You are all on the same page and can focus on the content of your work to grow your business & brand. No business sets about the task of creating a poor process for a key task, yet they are all too common e.g. slow cumbersome annual planning processes that drag out across the year and that no one really understands. Great businesses align around their own approach to brand building behaviors and simple process - not a battle about what folks used to do at their old firm (which may or may not have actually worked).

     

    Our expertise is in creating simple, world-class tools & processes which work across the business. The key is having the right ones - the best organizations have very few and almost all fit on a single page. We passionately believe that Brand Building is too important to be left to the marketing department. It should impact the entire organization and its behaviors. Our focus is on working with our clients to create, train and implement a powerful approach to consumer & customer focused marketing based on the best thinking and practice in the world.

     

  • PrinciplEs That Guide Our Work

    Core principles that we build with:

    Simplicity

    "Simplicity is the ultimate sophistication."

    Leonardo DaVinci

     

    Simple is difficult. Complex is easy. Limited resources should never have to face off with complex process. Creating a model for managing your brand/business that is intellectually correct, but adds nothing to the business other than complexity is easy... We love simple. The effort is worth it.

    Focus

    "Things didn’t go so well this year - we were just TOO focused".

     

    Ever heard that? No, neither have we. We ensure your approach focuses the effort of the business against those few BIG initiatives that will make a difference. Does your current process truly focus on those few things that matter?

    Speed

    We believe that you have to connect the dots... quickly. Ensuring that the pieces of brand management thinking flow together smoothly while taking the time needed on the most important steps is critical - Thinking Fast & Slow. Getting the right people in the room with a simple, replicable process unleashes the power of your business to achieve true alignment. With a dash of speed...

    Connectivity

    Businesses are connected organizations. Brand-building efforts must be ONE connected flow from business vision right through to cross-functional execution. Good process AND behaviors make this easy. Ensuring that the process application recognizes that the competition sits outside the organization NOT sitting in another internal department - this is a basic part of what we do.

    Inspiration

    People learn best when they are inspired by showing real-life , practical application. One of our key strengths is how we bring to life our work with relevant examples from around the world. We take the best of the best to illustrate & bring to life our work..... tiny budgets, non-traditional to digital, and in-store to the big budget brand campaigns.

    Learning through fun

    Driving organizational learning is key to positive change. People learn best when they are having fun. Creating interactive, enjoyable hands-on learning which we then apply to the real business issues of consumer understanding, brand positioning and activation is always at the heart of our approach.

  • Key Areas of Focus

    Brand Equity Management

    Long term brand equity management is the most important job of any brand manager, alongside driving growth. Capturing the reality of our brand's positioning today (for better or worse) and knowing how to build key actions into the annual plan. Balancing growth today with long term brand equity is a key organizational skill.

    Brand Positioning

    We believe there are 3 key components of brand positioning that connect and evolve throughout the life of a brand. Knowing how to manage these elements and build a focused annual activation plan around them is key to any business. We know how to ensure these elements are managed properly.

    Target Customer Understanding

    At the center of a successful brand's direction and reason for being is an innate understanding of the target consumer. Our tools allow you to capture the key understanding, and directly link it to brand building needs

    Consumer & Customer Insights

    Consumer & Customer insights are probably some of the most misused terms in the marketing world. Defining what we mean and showing how to use insights simply & easily to drive all aspects of your business is a core foundation.

    Turning Business Objectives into Consumer Goals

    Annual business financial objectives are like an awkward gift - you're given it, you can't give it back and you just don't know what to do with it. Turning the numbers into actionable goals allows REAL discussions on the ability to achieve & investment required.

    Integrated Annual Planning

    Annual planning is probably the longest and least enjoyable part of a manager's day job and yet it's the most critical driver of brand growth. Shifting brand planning from a 9-month long thesis, into a short aligned process frees up company resources to focus on world class execution.

    Briefs and Briefing

    Clients often recognize that their briefs to agencies are sub-optimal. Rubbish in, rubbish out. Getting briefs and briefing optimized is a key driver of better marketing. Our approach has been created & tested with some of the best agencies in the world and is based on a simple ONE-page brief directly connected to the annual plan.

    Execution & Activation

    The world of marketing is getting ever more complicated. Delivering focused activation based on your objectives is more important than ever. Being clear about what matters & how it connects back to your objectives becomes even more critical. Getting this right is actually easier than it sometimes appears.

    Consumer/Customer Driven Strategy

    Turning a Brand Vision or 5-year plan into something actionable should not cripple the organization for months at a time. Those involved are usually the same people who would be focused on executing this year's plan! Need more resource? Speed up planning - it will be BETTER. Transforming strategy into customer or consumer plans should be a logical, fast and simple task. An added benefit is that it allows the business to be nimble, adaptable and able to change direction rapidly when the market evolves.

    Marketing Capability Frameworks

    Let's be very honest here...functional capability frameworks are rarely willingly used by managers. Why? Because they are normally unhelpful: pages of grids recording every permutation of a given skill for every possible purpose (recruitment, career development, job descriptions). No wonder they are unsuccessful. There is a better way....keep it simple.

  • Curious to Know More? We'd love to chat.

    Feel free to call us:

    BOSTON: Brian Crean on +1-617-731-8463 or email Brian@TBVGlobal.com

    LOS ANGELES: Andy Gibson on +1-310-294-7961 or email Andy@TBVGlobal.com

    DUBLIN: Damian Devaney on +353-86 968 1885 or email Damian@TBVGlobal.com