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Bailey Fisher welcomes leaders of region’s foremost family firms to Private Markets Dinner - 29/11/17

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Bailey Fisher Executive Search hosted the latest in its series of Private Markets Dinners last week, in partnership with KPMG and Farrer & Co, at which discussion focused on branding and marketing within family firms and privately-owned businesses. The guest speaker was Steve Curzon, who has developed marketing programmes for brands including Adnams plc, Nestle UK and Kettle Chips.  The dinner was attended by leaders of businesses including Aspall, Go Ape, Pinkster Gin, Orange Amps, The Chestnut Group and Heathpatch.

Key points emerging from discussion were:

  • The brand must feed off the business plan, and be at the heart of any innovation or change.
  • One of the greatest challenges is how to transition from the role of challenger to that of market leader.
  • If there are plans to diversify, there needs to be a core message to underpin growth.

Just as interesting is how businesses interact across target audiences, embracing technology and different methods of communicating. The need to embrace social media, YouTube, vloggers and bloggers is now part of everyday marketing strategies, and the future use of virtual reality technology is one that will be interesting to follow.

The dinner was hosted at The Swan in Lavenham.  The next Private Markets Dinner will take place in Spring 2018.

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