Brand Fusion (ePub)

Dr Terry Smith, with a PhD in Marketing, has taught across the full Marketing spectrum, and for the Chartered Institute of Marketing for which he was also part of the CIM Technical Committee which helped translate contemporary marketing practice and integrate the latest academic thinking into the development of the current CIM Post-Graduate curricula. Previously, he was a practitioner in a broad range of marketing management roles in B2B and as a partner in an SME. Terry is the author of a major textbook, 'Marketing Communications: A Brand Narrative Approach', an academic monograph, 'The Roots and Uses of Marketing Knowledge: A Critical Inquiry into the Theory and Practice of Marketing', together with a collection of book chapters and published papers, all with a focus on marketing theory, practice, and meaning.

Dr Tom Williams, with a PhD in Branding and Sociology from Lancaster University, Founder and Managing Director of FUZE a unique company that fuses insight driven continuous improvement through embedded organisational learning. These insight systems are based on their clients' customer-people-culture experiences, and evaluated against their brand purpose and strategy. FUZE are purpose-led, that endeavour to improve and transform businesses and brands, by empowering people within these businesses to learn and develop, individually and collectively. This is achieved via (1) their FUZE iMPACT Platform which offers a suite of solutions for effective experience management and (2) The FUZE iMPACT Academy which develops and delivers tailored qualifications from Level 2 through to Level 7. FUZE has a track record helping clients develop culture of continuous improvement and learning. FUZE works with a broad range of clients and sectors such as: Inspired Villages; Freedome Parks owned by CircusTrix; Universities in the UK; nationally renowned tourist attractions (e.g. Tatton Park); world renowned destinations such as the Lake District Park