Brand Fusion (PDF)

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.

It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning-from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

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 UNESCO World Heritage Site; fast growing FMCG companies in Australia and global technology organisations. Formerly Associate Head of Department at Chester Business School, Tom was the Executive MBA Director responsible for the development, recruitment and delivery of this programme and working with a number of corporate businesses such as MBNA, Bank of America, DELL Technologies, Essar Fuels, HSBC, as well as nationally recognised charities like Chester Zoo, large public sector organisations and diverse range of engineering companies and fast growing start-ups. He currently holds a role as Visiting Professor in Management at the University of Chester. Tom has also authored various academic journals, conferences papers, local economic strategies that for Local Economic Partnerships. He was also awarded the Santander International Research Excellence Award in 2016.