I graduated from University College London (UCL) in 2013 with a Starred First Class BSC in Economics. Following a number of investment banking internships, which didn’t quite incite the excitement I w...

Sitara Kurian-Patel, Consultant

Sitara Kurian-Patel

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Marketing's 'rule of three'

Few can deny the world of marketing has been subject to fast  and furious developments in recent times. In this article Berkeley looks at three big shifts in expectations for the marketing function as a result of these developments, and identifies three big capabilities we believe marketing leaders need now and for the future.

Three big shifts in expectation 

Now, as always, companies have looked to marketing to increase customer reach and engagement, grow brand awareness and loyalty, deliver a return on marketing investment, and ultimately contribute to the company’s growth. Marketing has responded through its core capabilities of: 

  • Building customer and market insight
  • Developing brand strategies and brand propositions
  • Innovating products and promotions
  • Executing marketing campaigns
  • Managing brand and campaign performance

However, the constant pace of change today – driven by mobile and digital, and by consumers demanding more purposeful and personalised engagement – means that marketing’s role has changed, and there is no turning back. 

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