ABOUT THE CONSULTANCY
The consultancy’s focus is on the strategic brand issues that can transform the growth potential of clients’ businesses.
Our approach is to act as an extension of the marketing/commercial director’s role so that these critical issues get the in-depth focus and
quality of thinking that’s needed – increasingly, this can be a challenge for senior management to provide themselves, given day to day
commercial and organisational demands on their time.
Our growth strategies are always built on a solid foundation of understanding - of the customer, the brands, the marketplace and the client
- penetrating insights that get to the heart of customer needs
- getting under the skin of the brands to understand their fundamental strengths and inherent growth potential
- assessing the dynamics of the route to market, competitive set and segment profit potential
- understanding the wider organisational goals, strategies and dynamics that will shape success.
Assignments are highly collaborative –working at all levels within the marketing/commercial functions and across the organisation as relevant.
In this way, we leverage the rich organisational knowledge that exists and combine it with new insight and analysis to deliver the winning
strategy. It also results in more pragmatic solutions which gain traction more readily within the organisation when it comes to implementation.
Our experience covers a wide range of sectors – including food, beverages,household products, telecommunications, financial services,
Similarly we have experience across a wide range of geographies, especially UK and Ireland, Southern Europe, US, Russia and Africa.
DONOGH LANE - MANAGING DIRECTOR
Before establishing Brand Led Growth, Donogh held a number of senior roles in the international drinks industry - in Pernod Ricard, as marketing
director for Irish Distillers, and global brand director for Jameson Irish Whiskey; in Diageo, as global marketing director for Baileys Irish Cream, and
brand director for Guinness in the Africa region in Diageo. At earlier stages in his career, he was responsible for the Guinness brand in Ireland,
and also worked with Reckitt and Colman (now Reckitt Benckiser), leading their surface cleaners and laundry categories in the UK and furniture
care across Europe. In 2006/07 he served on the Bord Bia (Irish Food Board) Consumer Food and Drinks Board.