How future fit are you as a leader?

Female Speaker

Now more than ever, leaders are required to have a high level of emotional intelligence to deal with the impact of COVID-19 on their teams and colleagues. By increasing our understanding of the inherent roles we play in our life and work, we can improve our personal and professional relationships, and in turn become more effective leaders.

This was the theme of a recent interactive workshop led by Kimberley Lotery, Leadership, Executive and Systemic Coach at One Mind Coaching, for the Imperial Women’s Network. The audience of Imperial alumni explored how to become more efficient and empathetic leaders, ready for the business world of tomorrow.

“75% of careers are derailed for reasons related to emotional competencies, including inability to handle interpersonal problems; unsatisfactory team leadership during times of difficulty or conflict; or inability to adapt to change or elicit trust.”
The Center for Creative Leadership

The Drama Triangle

The session began by focusing on Stephen Karpman’s ‘Drama Triangle'. Kimberley talked through the interchanging roles of persecutor, rescuer and victim – a revolving cycle of relationship roles which we all play at some point. The roles are not static, although we have a predisposition to one.

Each position confirms our internal beliefs about ourselves and the others we are interacting with and influences how we react. We move around the drama triangle in a cycle of discontent repeating patterns that reinforce our internal scripts and narratives.  We often carry these traits with us from our personal relationship systems and family systems, through to the workplace unknowingly, with sub-optimum results. In order to break this cycle, personal enquiry and self-reflection helps to identify which role you naturally play.

Once you have established this, you can adjust how you respond to situations moving forward, and actively change this pattern to reflect the ‘winners’ triangle instead. This shifts the focus to ‘coach’, ‘vulnerable’ and ‘powerful’, a scenario where each supports the other to succeed. Re-evaluating the roles like this will help create a more positive environment for people to learn, work and thrive, communicating better resulting in healthier, and more equitable and empowered relationships.

The session made me reflect about my own style and the role I play in conflict situations and how this is transferred to our style and development as female leaders. The presentation was very illustrative and useful, and the delivery was flawless, allowing for a safe and confidential platform for sharing and engagement.

Quote from participant

Screen shot from an online event

Dysfunctional teams

Moving from the personal to the professional, the workshop also explored the qualities of dysfunctional teams and how these can be addressed. Stress points for a team can often centre around:

  • Trust
  • Conflict
  • Commitment
  • Accountability
  • Results

Focusing on the quadrants of leadership conversation (Theory U, Otto Scharmer) Kimberley explained how to move from a non-reflective dialogue as a team to reflective dialogue, moving through the difficult states of ‘polite corporate speak’ to ‘breakdown of control’, through the inquiry stage, to reach a point of authentic communication and trust.

In order to successfully move through these stages, an essential element is listening and reflective enquiry which supports a move from an ego ‘I based’ awareness to a more ‘we based’ approach.

“By listening more effectively, we can move from a silo to a systemic view, ego to eco awareness that serves and support thee wider team/system. Leadership doesn’t exist in isolation, but in the relationships that we create,” commented Kimberley.

Listening skills

Strong leaders have strong listening skills. Analysing the type of listener you are will help your work and personal relations, and make you a better leader as well as team player. A person who is an ‘internal listener’ will hear, but only focus on how it relates to them and their own responses. A ‘focused listener’ is more attentive and perceptive, however to truly connect and be an empathetic leader you need to listen on a deeper and broader level. And this involves an emotional connection – taking note of body language, voice intonations and energy levels as well as an understanding of the others mental model. This is when you will move into a more focused coaching, empathic, resonant and leadership stance.

To facilitate this reflection, it is necessary to think about things from others perspective and explore how things can be interpreted differently - with  different biases, backgrounds, internal narratives and culture codes all shaping our mental models.

Participants took part in both practical and experimental exercises in groups, personal reflection work and group share, and a pre-session questionnaire to bring out the collective wisdom of the group. Using this process of internal reflection and self-analysis we can all become more empathetic and connected colleagues and leaders – exactly the traits needed to move forward in the business world of today and be future fit.

The practical sessions were quite revealing and I left with a new perspective and actions to go forward with.

Quote from participant

Profile shot of Kimberley Lotery, Executive Leadership Coach
Kimberly Lotery, Leadership & Systemic Team Coach

Speaker biography

Kimberley Lotery is a trained Coach and member of the International Coach Federation (ICF), and a Mentor on  Coach Training Course accredited by the ICF.

She coaches 1:1 and senior leadership teams across a wide range of clients and sectors including finance, technology, retail, professional services, hotels, travel and lifestyle as well as the public and not for profit sectors.

Imperial Women’s Network

The Imperial Women’s Network is focused on advancing women’s leadership in business. The supportive community aims to provide a space for peer-to-peer professional and personal networking and support for female alumni, and male ‘advocates of diversity’ who have studied at Imperial College London.

About Celia Pearce

Alumni Communications Executive
Celia is responsible for all the communications to Business School alumni and this includes the monthly newsletter, alumni profiles and features, alumni blogs, event marketing, the website and social media. Please contact Celia if you have any queries regarding communications to alumni of the Business School.

Alumni blog: Time Management

Asrif Yusoff Global MBA 2017

Since studying part-time over the past five years, the question that I get asked the most is, "How do you manage your time?" Truth be told, I have absolutely no idea and often find myself answering the question with another question... "What time?!"

I do have three suggestions to consider from the little that I've experienced as a part-time student. These are more of guidelines that I fall back to whenever I find myself wandering around the house not knowing what to do first... before proceeding to watch reruns of Everybody Loves Raymond!

1. One thing at a time

According to Dr. Guy Winch, author of Emotional First Aid, there's no such thing as multitasking. It's just switching back and forth quickly between tasks. While I disagree with this as a parent of two kids, I can only vouch for it as a part-time student. The brain has limited capacity to focus (especially mine) so I try to avoid multitasking unless I'm finalising a paper and my child is screaming for dinner (these two overlap 90% of the time).

I have tried multitasking in the past, but I often end up feeling dissatisfied with the outcome as instead of getting at least one of the tasks done, I end up with two half-baked results. From this experience, I find that prioritising and getting the easier task out of the way helps. Even across the spectrum of study-related activities, there are many differing levels of focus required. 

Reading a journal or writing a paper, for example require almost 100% focus. Running a model on Excel, on the other hand, might require a bit less, thus there is a chance that you could still get it done in between scrambling eggs, for example. Ultimately, nothing beats full dedication to studying which brings us to our next tip, a quiet space.

2. Find your quiet space

Again, living with two children has its limitations especially if you're trying to find a 'quiet space'. This is because 1) the word 'quiet' doesn't exist in the household and 2) every 'space' is occupied with Lego. So you need to a bit more realistic in finding this so-called ‘quiet’ space. And ‘space’ in this context, refers to both time and location.

It’s all about prioritising your tasks, finding the right place and time, and giving yourself a break!

My time is dictated by the kids, thus my studying time is squeezed when they are inactive. Specifically, this is before they wake up and after they go to bed. Anything in between is almost impossible. But I have trained myself to work around this routine and have managed to also adjust my biological clock to be productive around those hours, especially in the morning. 

Another time that I try to fit in studying is during the commute to work. This was before the pandemic, and when I was taking public transport. Although, this activity is limited to listening to audio recordings of lectures or podcasts - reading in the train gives me headache especially during rush hour!

3. Take a break

This is the most important bit. Some of us used to burn the midnight oil back in college. I can attest that at least for me, there's no oil left to burn. The most I could do is studying until up about midnight before I end up snoring on a journal paper. 

Taking a break from is important for two reasons: 1) it allows you to take a step back to reflect and 2) nothing is ever more important than family time. So I do take a lot of breaks to spend time with my kids before I give up and wish I’m studying instead (this doesn’t usually take long).

As you can see, not all of the above are applicable to everyone. We each have unique situations with our own time management advantages and limitations. It’s a learning process so please don’t expect to nail it within the first semester. I’ve graduated twice and still couldn’t give a straight answer to questions on time management. 

But the three points I’ve given still hold, nonetheless. It’s all about prioritising your tasks, finding the right place and time, and giving yourself a break!

You can read more from Asrif on his blog about being a 'Part-time Student, Lifelong Learner': A practical guide on studying while working

Asrif Yusoff

About Asrif Yusoff

Asrif Yusoff studied on the Global Online MBA from 2015-17

Five ways executives can build a personal brand in 2021

Brand

Most of us have a brand we like. It might be a clothing firm, a manufacturer of computers or a maker of fine perfume and cosmetics. Whatever it is, your brand of choice will combine certain distinctive qualities, expertise, accomplishments and attributes. You go back to this brand again and again because it consistently meets or exceeds your expectations. It has the ability to inspire and surprise you. It is a brand you can trust.  

Human beings also have their own brand or personal image. A cursory Google search can usually reveal plenty about you – whether you want it to or not. Your LinkedIn or Facebook profile, posts, tweets and comments all form a comprehensive social snapshot – your own personal brand image – presented to the world, enabling other people to forge those all-important first impressions about who you are and what you stand for. 

And it matters – more perhaps than you might think.  Because having a strong personal brand is absolutely critical to your ability to influence, be it within an organisation, an industry or society at large. So the question is: are you happy to allow Brand You to evolve without your agency; or is it wiser to take some kind of control over your image? 

Personal branding has become a hot topic with the advent of social media and instantly available information. Increasingly, shrewd executives are enacting thoughtful measures to proactively craft and shape their own personal brand, in order to extend the reach of their influence and leadership within their organisation and beyond.  

There are many techniques and tactics that you can use to help define and optimise your personal brand. Here are some. 

1. Understand you 

What do you value? What motivates you and what do you seek to accomplish? What defines your brand identity and meanings? To strengthen your personal brand, you need to truly understand yourself, and that means making time for a little introspection and reflection. The goal is to identify the key personal elements that you can leverage to elicit positive responses in others, and that allow you to build an authentic personal brand that engenders trust and loyalty. And remember that even the strongest corporate brands can change and evolve over time, so try not to be too rigid or restrictive in your analysis, and do look ahead and around you. Self-reflection is an ongoing and iterative process – it can include feedback from trusted colleagues, friends and family.  

2. Shape your narrative 

We all come from a journey, and we all have a story to tell. Dedicate the time and work on your communication skills, and craft a narrative that encapsulates your expertise and your vision in a way that will resonate with your audience(s) – be they colleagues, team members, external stakeholders or the C-suite. Your narrative should do multiple jobs. It has to be a kind of elevator pitch for you and your values, capabilities and experiences; at the same time, it has to convey a vision for the future – your future, your company’s or industry’s future – that speaks to key stakeholders in a way that is both emotionally and cognitively engaging. And it has to be clear, understandable and relevant. Why not look again at your LinkedIn profile or curriculum and develop a narrative that you feel best reflects the best of you? And try to think proactively about the rational and emotional responses you would like to elicit in others. Remember, you can and should adapt your narrative to different audiences with different needs and expectations. 

3. Be consistent 

Among the values people appreciate in leaders are authenticity, integrity and transparency. If you have done the work of self-analysis and crafted a narrative that truly reflects who you are, stick to it. And remember that your physical demeanour, your body language, the way you speak to others, even the clothes you wear all form a part of your personal brand. Great brands are built by delivering a consistent message across all touchpoints. What are your key touchpoints and how can you ensure they are all creating a cohesive and consistent experience? Be mindful that even small discrepancies or inconsistencies can detract from the image you want to build and share, and lead to brand dilution. Also, in today’s world where the boundaries between home and working life are increasingly blurred, be prepared for your actual lifestyle and your brand to be the same thing. Because of this, your personal brand should be much more than the sum of your professional accomplishments or job titles.  

4. Be inspired

If there is someone whose personal brand inspires you, take note of what they do and how they do it. What is the secret to their success? And how can you adapt this and make it applicable to you without compromising your authenticity? Former First Lady, Michelle Obama is hugely adept at utilising more informal media or platforms to extend her reach – and simultaneously convey the message that she is authentic and accessible. She has used Snapchat to speak to younger people, appeared on chat shows and let her hair down, singing and dancing in front of the camera while still in the White House. Think about what your brand icon stands for, does or says and search for the takeaways for yourself.  

5. Stand for something

Define that thing that you would like to be remembered for and make it your North Star. Whether it’s a concrete outcome or actions, a personal approach or modus operandi, whether it’s a statement or a set of instantly recognisable values, decide what you want your legacy to be, and strive towards making it a reality. 

There is no one size fits all in building your personal brand. And as we said earlier, your own brand will evolve and change over the course of time. But being conscious of the benefits of carefully crafting your personal brand and image will help you gain the recognition and respect in your field to advance in your career and life. 

Leadership in a Technology Driven World

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Omar Merlo

About Omar Merlo

Associate Dean (External Relations), Associate Professor of Marketing – Academic Director, MSc Strategic Marketing
Dr Omar Merlo is Associate Dean (External Relations) and Associate Professor in the Department of Analytics, Marketing & Operations. Previously, he was Lecturer in Marketing at the University of Cambridge and at the University of Melbourne.

Dr Merlo’s main interests are in strategic marketing, services and relationship management, and customer engagement. He has received several awards, including teaching prizes from multiple universities, an American Marketing Association award, and a European Union Award for Excellence. His work has appeared in several academic and professional journals, such as MIT Sloan Management Review, Industrial Marketing Management and Journal of Service Research.

An experienced consultant and executive educator, Dr Merlo has worked with many organisations around the world, including McKinsey & Co, Samsung, Audi, Barclays Bank, ING Bank, ABB, and Airbus, among others. He is also a member of Duke Corporate Education's Global Learning Resource Network and a mentor for several start-ups.

You can find the author's full profile, including publications, at their Imperial Profile

My experience with Imperial’s Career Clubs: creating opportunities outside the classroom

Imperial's Career Clubs Student Blog May 21

Becoming the Head of Social Media at the FMCG, Luxury Goods & Retail Career Club

Imperial College Business School offers a vast catalogue of opportunities for students to explore their career interests and develop as the leaders of the future beyond the classroom.

The student-led Career Clubs were one of those golden opportunities that instantly caught my attention before I ever set foot on campus. ‘Do you have what it takes to be a student leader? Applications are now open!’ read an email that slid into my inbox in August 2020. That was when I discovered the FMCG, Luxury Goods & Retail Club, and set my mind on joining. After all, it was the target of a career in luxury that led me to Imperial, and I was certain this club would be pivotal in helping me get there.

Having a keen interest in digital marketing and previous experience in social media management, I applied and was lucky to be welcomed to the committee as the Head of Social Media. Since then, my role has been to curate the club’s social media presence and market its events, during which I have learned a lot, grown personally and professionally, and fostered amazing friendships in the span of six months.

An opportunity to merge your passions with your studies

A committee role at a Career Club offers you the opportunity to further tailor your programme to your career interests and gain one-of-a-kind insights into the industry of your choice. In my case, it enabled me to pursue my interest in social media and understand its power in marketing from a practical lens. It is great to hear your professors stress the importance of knowing the target audience in marketing electives, but what is really remarkable is when you get to put that into practice.

Furthermore, in trying to curate a hub for all things FMCG, luxury and retail on social media in the form of industry insights, I was able to accumulate a growing pool of industry knowledge, which I must say comes in really handy in interviews! But apart from that, it is a wonderful opportunity to explore your career interests in the safe setting of Imperial College London, and gain relevant skills before you go after your dream job.

A wonderful platform to network

As a member of a committee, you also get to make lasting friendships and network beyond the School, a rare opportunity this past year due to the pandemic. I now get to work in a committee of nine brilliant people from a diverse range of programmes such as MSc Management, MSc International Management, MSc Strategic Marketing and MBA’s, learning from them constantly, even if it is (for now) virtual.

I also got to expand my network beyond Imperial. Back in October, we initiated our ‘Alumni Spotlight Series’ where we interviewed Business School alumni and featured their career paths on our social media. Eight interviews later, I found myself in the company of industry professionals who were extremely selfless and willing to help, whether it be an hour-long video call prior to a job interview or some heartfelt advice.

Overall, I think that what makes an experience valuable is the people that you get to meet because of it, and the Career Clubs are a wonderful opportunity to create connections that you will take with you after Imperial.

Beyond the club

Sometimes, the experience might end up becoming more than you signed up for, but in the most positive way. After a rigorous application process spearheaded by our Vice President, the FMCG, Luxury Goods & Retail Club has been selected to run the student-led conference of 2021 on the topic of ‘The Future of Retail,’ and I am very excited to be appointed as the Head of Marketing in its planning committee. It is truly a thrilling moment is for an aspiring marketer to get their first official job title in marketing!

The conference is set to take place the week of 17 May and will include topics related to how technology is changing the marketplace, which you can learn all about here. I am very much looking forward to curating the marketing plan of what is set to be one of the club’s most ambitious events of the year, while pursuing my passion for marketing and gaining valuable job experience.

On a concluding note

The FMCG, Luxury Goods & Retail Club has so far been an unforgettable ride. I got to meet so many wonderful people despite the pandemic, gain valuable experience as an aspiring marketer and make so many fun memories to enhance my overall experience studying MSc Management. Most importantly, I got to enjoy the feeling of making a real impact and the joy of contributing to the wider Imperial community.

dogukan pasha

About Dogukan Pasha

MSc Management 2020-21

Career support on the Imperial Full-Time MBA

Careers Blog Sahera Fakher

One of the motivating factors for many students looking to pursue a Full-Time MBA is the expectation and hope that it will be the catalyst for a significant shift in career trajectory.  

Whether that’s staying in the same field and advancing to more senior roles, or more drastic moves like a complete change of industry, function, location – or all three!

If you’re taking a year to commit to Imperial’s Full-Time MBA, then you’re 100% focused on launching into the next phase of your career development; be that as an entrepreneur, industry specialist, or global leader.  So it’s essential you’re able to make the most out of every opportunity as an MBA student.

That’s where Careers comes in.

Weaved into the fabric of the Full-Time MBA programme, the Careers support provided to MBA students is pivotal in helping you prepare for the future and successfully meet your aspirations. Your Careers support covers a number of areas, with each student assigned a personal Career Consultant from day one who offers coaching and advice throughout the year, tailored to your individual career needs.

Full-Time MBA 2020-21 student Aoife Considine found this individual level of support to be invaluable:

The best part of the Full-Time MBA Careers offering is the one-to-one Careers Consultant that you’re given. It’s directly because of this that I secured my dream role post-MBA, and the preparation that was done with me beforehand was pivotal in me securing that role.

A core aspect of the programme which helps you to design and implement an effective career strategy is the Personal Leadership Journey. This unique module is embedded into the year-long programme, and gives you an insight into your leadership style, strengths and areas for improvement through a range of activities including reflective exercises and one-to-one meetings. This aspect of the programme was important to Sean Whittaker, Full-Time MBA 2020-21:

It was important to me to study on a programme that prioritised leadership development and the development of soft skills, as well as the technical skills required to lead an organisation.

These areas of individual focus and self-improvement are accompanied by group-orientated workshops and networking opportunities, which help build on existing skillsets and work on areas such as personal branding, public speaking, interview/assessment centre performance and salary negotiation. All of this takes place among a cohort of talented like-minded individuals, with networking events providing further opportunities to meet with high-profile alumni and potential future employers. Morgan Mixon, Full-Time MBA 2020-21, has taken full advantage of these workshops during her time on the programme:

Careers workshops allow you to dive into the nitty-gritty so that you can put your best foot forward in your job search. From salary negotiation, to building my personal brand, I’ve always walked away with something practical to take forward.

No matter what industry or position our students aspire to, the Full-Time MBA programme has been designed to provide the full spectrum of resources, support, and opportunities required for them to succeed and leave the programme ready to maximise their leadership potential.

Find out more about past students’ success and how Careers support impacts them post-MBA in our most recent employment report:

Alumni profile: My consulting project impact 2 years on

Vidhi Dwivedi (Full-Time MBA 2019) in Greece on her consulting project

Back in 2019 as part of the student consulting project Vidhi Dwivedi (Full-Time MBA 2019) took on the challenge of working with Carpe Diem, an independent boutique hotel in Santorini, managed by alumnus Sotiris Kopatsaris (MSc Management 2017). The project brief was to achieve 10%-20% cost savings within 1 year whilst maintaining brand value. Not only did the team achieved this, but their recommendations are still relevant today and have supported the business through the COVID-19 pandemic.

Vidhi discusses the highlights of the project and how this learning is helping her in her current role.

Project outline

As part of the Group Consulting Project Module for my Full-Time MBA I managed a project for Carpe Diem Resorts, delivering end-to-end analysis from hypothesis ideation through to execution and completion.

Carpe Diem, an independent boutique hotel in Santorini, was facing the challenge of high costs associated with managing and operating a luxury hotel, despite seeing increases in revenues over the past few years. My team was tasked with helping Carpe Diem better manage expenditure to achieve 10%-20% cost reduction within 1 year whilst maintaining brand-value.

Reaching recommendations

To help produce practical recommendations for the client we first engaged in a phase of in-depth research, deploying various methodologies including industry analysis and customer surveys, as well as an on-site visit to gain understanding of the business problems. We had extensive conversations with the Managing Director to better understand the nature of the business on the ground and even visited several competitors as part of the study. From analysis of the data and qualitative conversations, we produced several recommendations for driving their cost efficiency program.

As part of the process we received feedback from the Business School’s experienced consultants who provided guidance on our progress and how to improve.

We ultimately provided both our insights from the research and specific recommendations to help improve overall net profit of Carpe Diem in each individual area of their hotel business such as food & beverage, spa, rooms, etc.

What did you learn throughout the process?

I learnt a lot about delivering a real-world consulting outcome.

Whilst every team member was working on individual parts, it was important to have someone take on the role of project manager to oversee progress and to guide the team. I was fortunate to be nominated for this role and through this I learnt to manage a project and own it.

I learnt how important it is to have the right team with the right mindset and to have team members with different strengths to your own, who think differently to you, as it brings valuable perspectives to the project.

I learnt practical elements of stakeholder management and negotiation. We had to negotiate on all aspects of the project from milestone dates, budgets, resources, project scope, communication requirements, and sometimes even the definition of success.

There is also a delicate balancing-act between agreeing to what the client wants vs. what you can provide with the limited resources and time you have available. Something which is helpful when faced with similar decisions in your post MBA role.

This project also taught me to actively respond to change which is what you will constantly face in your career. The problem statement we started off with was not what we ultimately worked on and there was a lot of back and forth between us and the client as priorities changed over the course of our project. We had to learn to pivot and pivot quickly, which has been a useful skill I employ in my career today.

I learnt a lot about my own working style in a team comprised of different skillsets and how to adapt to different working styles to suit the individuals of the team. For instance, one member of the team was highly skilled in data analytics which I had to learn to direct to the relevant areas of the project and showcase this work to the stakeholders.

I learnt how important it is to have the right team with the right mindset and to have team members with different strengths to your own, who think differently to you, as it brings valuable perspectives to the project. My team all came from different career backgrounds and had different skillsets. As a team, we had extensive experience in Data Analysis, Business Strategy, Market Research, Financial Analysis and my own experience in the hotel and tourism industry. This reinforced to me the importance of setting clear objectives and goals for a project and aligning on expectations beforehand, allowing for mapping the skills of the team to the project and this is something I bring to my role as Business Analyst and Experimentation Lead - EMEA at Agoda Ltd.

Vidhi Dwivedi (Full-Time MBA 2019) and her fellow students
Vidhi Dwivedi, Sotiris Kopatsaris and team

What were the highlights?

Aside from our visit to Carpe Diem which was beautiful, it is the fact that our work and project holds relevant even today. This makes me very proud of our achievements.

The fact that Sotiris reached out to me earlier this year, to share how useful the project proved to be for him and his team since its completion, made it a very rewarding experience. And even more so that it is still bearing fruit through the COVID pandemic when the hospitality industry was suffering most. I wanted a project that had impact beyond the MBA grades, and it did, which was truly satisfying.

What’s the only question you need to answer to accelerate brand growth?

Strategic Brand Transformation

“What important truth about how brands grow do very few people agree with you on?”

If you know the answer to this question then your brand should be in great shape. It will give you a competitive edge and will free you from the weight of competition.

Most of the answers we get to this question are unimportant, untruthful, are already in the public domain, or all three. If you have insights that are both important and truthful that’s great, but there is no competitive advantage if everyone agrees with you on it.

If you know what everyone else knows – and nearly all corporate strategy and brand strategy documents look alike  - then don’t expect to transform your brand’s performance.

I’ve worked in partnership with Imperial College Business School to offer a unique open course that focuses on driving brand growth and meets three simple but crucial criteria:

  1. It is important. Everything you learn relates to achieving growth and doing so at a lower cost to the business – no exceptions.
  2. It is truthful. The content strongly correlates with growth to a near-perfect level (almost 90% correlation across over eighty categories and thousands of brands).
  3. Few people agree with it. We’ve surveyed over 16,000 business leaders and marketing experts and they get most of the answers to our quiz about how to drive profitable brand growth wrong!

The business literature is littered with cases of big and many famous brands that have invested tens of $millions in reaching out to their target audiences, only to see sales and revenue fall off a cliff. Why does that happen?

Basically, it's due to failures on two fronts; first there has been an absence of evidence of what's worked (and what hasn't) until now, and second, if aware of the evidence, brands have been unable to adjust their growth strategies and tactics accordingly. 

Here are three examples of brands that failed to keep up with these developments:

  1. JC Penney launched a new “Fair and Square” pricing strategy which saw prices drop by an average of 40%. Within a few months, store traffic and sales had tanked by 20%. By 2014, the retailer had lost $6bn in annual revenue.  
  2. Burger King had also invested vast sums in Marketing and R&D over the years, but revenue plummeted from $2.5bn in 2010 to $1.1bn by 2015 and is very slowly recovering.  
  3. Proctor & Gamble wrote down the value of its iconic Gillette brand by $8bn in 2019.

If you know what everyone else knows – and nearly all corporate strategy and brand strategy documents look alike  - then don’t expect to transform your brand’s performance.

In the last 12 years, we have worked with over two hundred brands to understand the dynamics and the true drivers of profitable business growth. The most important discovery was to find there were discrepancies between what businesses thought and what customers thought, felt and did, and how to influence their buying behaviour.

Not only were these brands missing out on opportunities to grow, but they were spending much more on marketing than they needed to as they later found out.

In 2021, we have woven all of these insights and understanding into a new programme for business leaders and marketers who are 100% committed to seeing their brands start to fly or fly again and 100% open-minded about how to do that.

The Strategic Brand Transformation Imperial Virtual Programme is an intense three-day programme on transformational thinking about brands.

  1. It will challenge you. Growth is hard but it’s easier when you know the truth about how to do it. And even more likely if you know things that are true that your competitors don’t.
  2. It reveals little-known content. Knowing about the strengths and limitations of the brain; how customers make their buying decisions and getting deeper insights into customers buying behaviour are the foundations of the program and the foundations of any transformation strategy.
  3. It uses our award-winning online learning Hub. We will deliver live, interactive sessions, hands-on, break-out group activities, case study analysis, problem-solving, peer discussion and personalised self-assessment.

Led by myself and Imperial’s Dr Omar Merlo, an expert in strategic marketing and customer engagement, the programme will bring together a diverse range of professionals who hold responsibility for innovation and growth: business leaders, C-suite executives, strategy leaders, marketing and brand managers and customer experience managers who will combine and challenge your thinking, ideas and understanding.

What can you expect to learn from the programme?

By knowing more about the brain, how customers make buying decisions, what behaviour to influence and how to influence them, your thinking can only be more robust and more effective. Through this way of thinking you can engineer real change in your organisation, at a time of unprecedented change, uncertainty and untested economic conditions.

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About Ingo Karpan

Professor at Karlstad University

The Consulting Sector Blog 2021 - A Consulting CV

Mark talks us through the Imperial College Business School CV, specifically for the Consulting Sector.  If your career plan is focused on Consulting - this blog is a must watch!

Mark D

About Mark Daley

Career Consultant
Mark Daley, Lead Career Consultant for the Consulting Sector. Prior to joining Imperial College Business School Mark worked at two other business schools and also worked as a Headhunter for the Consulting sector.

Imperial's Finance Master's programmes nurture women finance leaders

Strong girls different nationalities and cultures sit near the big speech bubbles

It’s not easy to make a decision about what to study when selecting a Master’s programme. Which subject are you most interested in? What career path do you want to take? What kind of an impact do you want to make on society? Many students at Imperial set their sights on a career in finance, with a desire to secure a top position at a leading financial organisation.

Finance is traditionally seen a ‘male dominated’ industry, and as a result some women may have reservations about working in finance. However, this shouldn’t be the case as steps are being made to make the industry inclusive for all, and it begins at institutes like Imperial.

We offer five Finance Master’s programmes at Imperial from the broader to more specialised topics like fintech and risk management:

On our Finance Masters’ and at the Business School, we aim for diversity in all our programmes, not just in terms of gender but in terms of nationality and academic backgrounds. A diverse classroom creates a safe learning environment where all can feel encouraged to speak up, challenge and engage in interesting conversation with their peers.

To help towards closing the gender gap in business, Imperial offers a 'Women in Finance' scholarship of £20,000 to those demonstrating academic excellence and leadership potential. In addition to the financial reward, recipients gain access to networking events and can share their outstanding achievement with recruiters when applying for jobs.

Building your network while at business school is one of the best ways to get ahead in the industry. A wide network gives you a pool of like-minded professionals to take advice from, hear about job opportunities and learn more about the industry you're about to step in to.

At Imperial, you can develop connections at the School from the moment you accept your offer. The Women in Business Club and Finance Club offer excellent opportunities to connect with peers from all our programmes and attend insightful events hosted by inspiring leaders.

Expert career advice is also available from our outstanding Careers team. They provide support throughout your time at Imperial which includes, one-to-one consultations, CV and cover letter workshops and mock interviews, to ensure that you are prepared from the moment you start applying for your first graduate job.

But your network doesn't just stop at those working alongside you. By tapping into the Imperial alumni network, you will be exposed to accomplished business leaders from around the world, who are happy to share their experience and open doors that lead to career opportunities.

There’s no one-size-fits-all in finance, so at Imperial, we offer a broad range of Finance Master’s’ that allow you to tailor your expertise in a specific area. Our programmes teach you how to practically apply the theory you learn in class to real life business scenarios. Preparing you for your first graduate job, and beyond.

We are proud to see the women on our Finance programmes committed to developing their knowledge in the industry and go on to exciting careers where they can have a real impact on the future of finance. These are the women who are defying stereotypes, breaking the ceiling and helping change the industry.

Meet some of the outstanding women from our Finance Master’s programmes

Alison Zambrano, MSc Finance 2020-21, student at Imperial College Business School

Alison Zambrano, MSc Finance 2020-21

Nationality: British/Ecuadorian
Future role: Project Management Internship, Amazon

Redefining how women are seen in the finance industry

"I was fortunate enough and honoured to receive the Woman in Finance scholarship. Receiving recognition for the efforts that I had put into my undergraduate studies definitely gave me a confidence boost. I have always been passionate about changing the way women are seen in the finance industry and this scholarship proved to me that the Business School aims to achieve this also. I also attended a panel event for Women and Leadership, where I was able to encourage and help many prospective students to reach out to me."

 

Annika Klesen, MSc Finance & Accounting 2019-20

Nationality: German
Current role: Investment Banking Off-Cycle Analyst, Morgan Stanley

Gaining access to industry experts

"Imperial College Business School has many high-profile guest speakers visiting. No matter which module, the lectures have always included several guest speakers to give a real-world view of a topic. For example, the Private Equity and Venture Capital module had weekly guest speakers who not only talked about their industry and job but also showed us different job opportunities. All guest speakers took their time to answer our questions and it was a good opportunity to broaden your professional network early on in your career."

 

Lakshmi Venkatesh, MSc Financial Technology 2020-21

Nationality: Indian
Future role: Consultant, KMPG

Learning from women in the faculty

"Professor Lara Cathcart (who is also the Academic Director of MSc Financial Technology) is definitely my favourite professor, I am very glad that she taught us one of the core modules, Markets and Securities. Her patience, teaching methods, in-depth knowledge, as well as attention to detail is exemplary. She makes four-hour long lectures extremely interesting and will make sure you are kept engaged throughout. I love the way she uses the technology on Zoom for concept checks in a timely manner and explains the concepts step-by-step – without which I would’ve definitely struggled through my core modules."

 

Hannah Slagsvold, MSc Investment & Wealth Management 2019-20

Nationality: Norwegian
Current role: Fixed Income Analyst, Morgan Stanley

Expanding my knowledge of finance

"The most rewarding part of the programme is that I feel like I have got an extensive insight into the pricing and behaviour of various financial instruments. This, in turn, has given me a much broader understanding of the continuous movements of capital markets including FX, Fixed Income, Derivatives and Equities."

 

Pattie Zhang, MSc Risk Management & Financial Engineering 2020-21, student at Imperial College Business School

Pattie Zhang, MSc Risk Management & Financial Engineering 2020-21

Nationality: Chinese
Future role: Asset Management Summer Analyst, UBS

Joining the Imperial Women’s Network

"I have joined the Imperial Women’s Network, where I have learned a lot from female alumni both in career and in life. A continuously enhanced cognition for women’s leadership has become a driver for me to work harder and diversify my experience. I appreciate the friendly environment where we encourage and inspire each other.

Imperial College Business School is an institution making things happen – trust yourself that nothing is impossible. No matter what your backgrounds or career goals are, you can always find opportunities to progress and achieve what you want. Therefore, during your application, make sure you put effort into researching connections between the programme and yourself and highlight your enthusiasm and strength. If you are fortunate enough to be admitted to the programme, keep pursuing your dreams, play hard and work harder."

Find out where a Finance Masters' could take your career

Alumni profile: My international career journey

Carlotta Dal Lago (Executive MBA 2019) describes herself as “driven by curiosity, craving for learning and passion”. And this is evidently clear in her CV which sites many impressive higher education institutions including Harvard Business School, Cambridge University and LSE. She has travelled the world and lived in Latin America, Africa, Europe and the UK , and is currently Head of Business Development, Marketing and Communication for Anjarwalla & Kanna (ALN Kenya) one of the largest corporate law firms in East Africa and ALN, an alliance of law firms, present in 15 countries in Africa.

As well as this she is the founder of a Community Forest Association in Nairobi, The Nairobi Arboretum Conservancy (NACCFA), a business mentor for the Cherie Blair Foundation for Women, and a mother of twins. We spoke to Carlotta about her life, career and how she manages to juggle all her many roles and responsibilities.

Tell us about your current role

I am currently Head of Business Development, Marketing and Communication for ALN Kenya and ALN. It is an extremely busy role as we seek to provide an integrated service for clients doing business across Africa. Working with 15 different law firms, as well as leading the team at ALN Kenya, my role is complex and rewarding, navigating geography and culture, a matrix organisation, and internal and external stakeholders’ dynamics.

It is an incredible experience. The culture of the company is very similar to companies I have worked for in the past, particularly Bain&Company. Self-driven and entrepreneurial with a long-term vision. Committed to the advancement of the continent and future generations by improving the rule of law and supporting the education of lawyers. We’re deeply rooted locally but with international networks and connections.

I enjoy having the space to think like an ‘Intrepreneur’ - being given the financial resources and autonomy to proactively introduce new ideas, develop new structures and processes. It is rewarding to watch the transformation of the culture of the team, to witness growth and to empower members of my team to take responsibility and ownership. And this in turn enables the company to grow and succeed.

I am also the founder and Chairperson of a community forest association, NACCFA, which is working to restore and maintain the main urban park in Nairobi, the Nairobi Arboretum, together with Kenya Forest Service (KFS). The aim is to manage the park without having to rely on government funds by generating strong partnerships with the private sector and communities. I am developing a new management format which involves many revenue generation activities. We have become the centre of excellence for urban greenification in Kenya, a project that KFS and UNEP will launch on 5 June on World Environmental Day.

Carlotta Dal Lago, Executive MBA 2019 with colleagues
With some CFA stakeholders

"Home is always home and I often battle between staying and going, but passion for my professional ventures and the opportunity to learn more and do better have always pushed me to go and explore new chances and new countries."

Tell us about your role as business mentor for the Cherie Blair Foundation for Women

Women’s economic abuse is more widespread than we think, and economic empowerment is an important topic to me since it is connected to a woman’s freedom to make the right choices and decisions.

The Cherie Blair Foundation helps women to release the entrepreneurial potential in low- and middle-income countries and empowers them to create better futures for themselves and their families. When women are economically empowered, everyone benefits.

I am currently mentoring an entrepreneur in Malaysia to help build her cheese business. She has everything she needs: intuition, determination, passion and she knows how to run her business. But sometimes it’s simply an encouraging word that helps to move things ahead.

Carlotta with High Commissioner Jane Marriot & Prof Robert Kariuki
With High Commissioner Jane Marriot & Prof Kariuki

You've had a very international career – what would be your advice to others wanting to do the same?

I do not think there is a recipe for that. I am driven by curiosity, craving for learning and passion for what I am doing. I started to travel at a very young age and to venture out of my comfort zone – I throw myself into new projects and I am not afraid to ask for help, or to try a new path when new ideas come to me. And so it was that I found myself in Argentina for a year working on a thesis on the ‘Mother of Plaza de Mayo and the fight to dictatorship’. Then to the UN in New York for one of the first internship programmes. Followed by a scholarship to LSE in London to continue social psychology with top professors and researchers in the field of social representation.

When you have experience and have shown yourself to be adaptable, professional opportunities will come with international companies, giving you global exposure to top talents and the most advanced ideas.

Home is always home and I often battle between staying and going, but passion for my professional ventures and the opportunity to learn more and do better have always pushed me to go and explore new chances and new countries.

With so much experience already, why did you decide to undertaken an Executive MBA?

Following more than 15 years of work and living away from home, as well as the birth of my twins, I needed to rationalise and find a common ground between my professional and personal experiences to help decide on my next steps. I wanted to develop my own style of leadership and management, along with new skills and competences.

The Executive MBA programme felt in line with my career aspirations. It was a really great experience. The time I spent with 40 other executives was extremely valuable. The diversity of people from different countries and industries, as well as the impressive curriculum, gave me tremendous inspiration and insight, and increased my confidence in my own judgement. Through the programme I was able to better understand my strengths, weakness and values. As they say, ‘leadership is a journey... not a destination.’ I now question things a lot more. I am more aware of the different assumptions people are making. I am aware of framing conversations and of different angles. I am more engaged and have the tools to understand the bigger picture.