P PrestonI guess there are quite a few ways to define a brand but here are two quoted by Simon Anholt at the CIM East of England’s Spring Marketing Conference held at the magnificent Norwich Cathedral last week:

“A shortcut to an informed buying decision”

“A force field that [messes] with your sense of value”, except Simon didn’t say “messes”

Which one you may prefer depends on whether you think brands are generally a force for good or evil.

Simon is an expert on (in fact the creator of) the Nation Brand and the influence of “country of origin” on purchasing decisions. He advises governments globally on the importance of their country’s brand image.

East of England Spring Marketing Conference 2014

Simon evangelised that IMAGE is everything, as all marketers know only too well, and it’s no different for countries. Unfortunately it’s a concept that many democratically elected governments don’t get or buy into, as they are often too pre-occupied with their domestic audience and getting re-elected to worry about how the rest of the world sees their country.
But a nation’s brand image directly impacts on the international success of products or services originating in that country. For example, Japan has a reputation for innovation and build-quality in consumer electronics and cars, a phenomenon that benefits the likes of Sony and Toyota. Consequently, when Dixons launched their own-brand consumer electronics products they gave them a Japanese sounding name.

In a similar way many Banjo’s these days are made in China and Korea but are given American sounding names such as Blueridge and Gold Star (another of our speakers at the conference, Simon Middleton from The Great British Banjo Company, told the story of the British made Shackleton banjo. Check out the brand’s back story here).

To scientifically measure a country’s reputation Simon created the quarterly Nations Brands Index (there is now also a City Brand Index).

The most startling finding is that the rank order of the nation brands hardly ever changes at the top and bottom of the index – America is always the most admired country on the planet followed by Germany.

Even more startling is that if a country with a bad reputation releases a good PR story, perhaps connected with improving public health, it is viewed cynically by people with firmly held prejudices and paradoxically tends to damage rather than enhance a nation’s brand image.
Simon concluded his talk by saying there are five drivers of a nation’s brand image which are:

  1. Morality – good or bad
  2. Aesthetics – beautiful or ugly
  3. Relevance – does it impact me or my life
  4. Sophistication – modern or traditional
  5. Strength – power to influence beyond its borders

Far and away the most important of the five drivers is Morality.

Simon’s presentation was absolutely fascinating – he also spoke for 45 minutes without notes or a PowerPoint and didn’t “umm” once. It struck me that Simon’s five drivers could quite easily be applied to product and service brands too, but how many marketers would put Morality at the top of their list of a brand’s attributes?

225X210_CIM-EMAIL-SLIDEHot in the diary this month are our latest training courses that focus on marketing communications. As part of these courses, we’ll be examining 8 specific areas:

  1. Plan, plan, plan: a truly effective marketing communications plan will deliver results when aligned with a wider marketing and brand strategy, with specific goal-driven measures.
  2. Know your audience: go beyond the usual demographic data and get under the skin of your target customers. What are their motivations, aspirations and pain points?
  3. Content is king: invest your marketing communications budget in high quality, relevant content. Use media such as video to deliver.
  4. Stay focused and relevant: be single-minded in the message you are trying to communicate. Don’t bombard your audience with multiple messages.
  5. Multichannel marketing: integrate digital marketing and social media into your marketing plans and resources.
  6. Work in partnership: there are many good creative agencies and freelancers who are skilled at interpreting messages for different audiences. Find one that fits your budget.
  7. Test and adapt: don’t rely on instinct. Test approaches to offers and be creative wherever possible – particularly with direct mail, email and Pay Per Click (PPC) campaigns. Learn from the results and adapt campaigns accordingly.
  8. Monitor and measure: we live in a world of real-time metrics for email, online and social platforms. Access this instant and powerful data regularly to deliver maximum business results

“This marketing communications course was an excellent use of time to contextualise issues I’ve been having, with tips I can use starting tomorrow.”

Alex Hurley, Product and Propositions Development Manager, npower Ltd


Here are the dates for the upcoming London courses:

Training dates in London
Subject Date Location
Mobile Marketing 14 April London
Writing an Integrated Marketing Communications Plan 16 April London
Introduction to Public Relations 7 May London
Transform Your Website and User Experience 12 May London
Effective Proofreading 16 May London
Sponsorship Essentials 11 June London
Essentials for Successful Exhibitions 12 June London
The Power of Storytelling 19 May London
How to Write Successful Newsletters and Press Releases 25 June London


Find out more and book here.


StudentsThe professional qualifications that CIM offer are of the highest standard possible. They have been developed based on professional capabilities and driven by employer requirements. These capabilities draw from both academic expertise and best practice, and provide a framework fit for today’s professional marketer.

To keep standards at the top of the profession, from time to time a review is necessary. So we want to make sure that London studying members are kept up-to-date on the latest review.

The qualification review affects both the Level 4 and Level 6 qualifications

There is no change at this stage to the Introductory Certificate in Marketing (Level 3) or the Chartered Postgraduate Diploma in Marketing (Level 7) There are also no planned changes to the existing CAM qualification portfolio.

The structure of the Level 4 and Level 6 qualifications, plus the transition arrangements are outlined below:

The timings of the new qualifications

These are the important dates relating to the current qualifications and the new qualifications:

  • The new qualifications will be ready for the first intake of students in September 2014
  • The first assessment for the new qualifications will be in December 2014
  • The final assessment session for the current qualifications will be in September 2015.

As always, students’ best interests are our main priority so CIM and your study centre will keep you fully up to speed along the way. The Student Support Group in London can help you too.

Level 4 Qualification
Level 6 Qualification

Sanctum SohotwitterFor a chance to win, simply follow and tweet @CIM_GLR using the hashtag #cimmeal4two, and tell us in just 140 characters, what you think the key benefit of either mobile marketing or RWD is.

Thanks to Sanctum Soho Hotel, London, this month, one lucky member will win an amazing £100 gift voucher to spend on a meal for two at No20 Restaurant and Bar. Situated on Warwick Street in London’s vibrant Soho district, two beautiful Georgian houses have been converted to make Sanctum Soho an opulent boutique hotel. It comes complete with a modern British restaurant – No20 – and a secret roof-top terrace, hydro hot tub and cinema. What a place!

But, as much as we’d like to, we can’t just give this prize away! We want to hear your opinion on the topics of mobile marketing and Responsive Website Design (RWD).

RWD – websites that are designed to be responsive automatically know when a user is viewing the website on a tablet or small screen. It then automatically adapts its content to fit the screen size it’s being viewed on, without the need for clunky scroll bars and tiny font sizes
Mobile marketing is marketing on or with a mobile device, such as a smart phone or digital billboard. It can provide customers with time and location sensitive, personalised information that promotes products and services.


So, for a chance to win, simply follow and tweet @CIM_GLR using the hashtag #cimmeal4two, and tell us in just 140 characters, what you think the key benefit of either mobile marketing or RWD is. For example:

@CIM_GLR mobile marketing allows us to quickly track data from those who have responded to our campaigns #cimmeal4two

@CIM_GLR RWD helps to increase reach to tablet and mobile audiences #cimmeal4two

Get your tweets in by 23 May 2014 and one winner will be selected at random to win this fantastic prize. Good luck! Terms and conditions apply.

Women in MarketingCelebrating 10 years of Women in Marketing (WIM), the annual conference held on 5 March 2014 at the exclusive Ivy Club in Covent Garden, was another huge success. This sell-out event saw over 100 delegates, including CIM members, special guests, Women in Marketing Award winners and sponsors, listening to presentations about sustainable marketing and social business. Take a look at this year’s gallery.

Since 2004, the WIM conference has highlighted new discussion topics from global marketing and diversity, to creativity and branding. London volunteer and World of Difference Award winner, Ade Onilude, created and founded these events to coincide with International Women’s Day. Her events have gone from strength to strength over the past decade. The essence of WIM is to educate, inspire, connect, share, innovate and recognise – all with a touch of glamour! And this event certainly proved to be one of the best.

The Women in Marketing Awards 2014 will be open for entries soon. Keep an eye on the website for the latest updates.

With knowledgeable staff and fast delivery, CIM Direct is a convenient place to go for all your marketing books, software and CIM branded gifts. We have a wide range of marketing and business publications – including the latest textbooks you need for every CIM course.

With discounts on books and study packs exclusively available to CIM members, CIM Direct is an enviable facility. We also offer the resources for you to download industry-leading software tools which allow you to build and test your marketing strategy. And there’s a free online marketing planning tool and discounts of CIM Study Packs as well.

Book of the Month

Login to MyCIM, and then check out these useful resources:

PollLast month, you voted in our poll to tell us how the concept of open innovation has changed the way your organisation markets its products.

It was great so see our members getting involved in the poll, and here are the results.

We’re running an Open innovation event on 24 April 2014 if you’re interested in discovering more about this model. Book today.






8 Ways to get aheadIf you’re looking to make 2014 the year to lead your brand and business into the world of digital marketing, our useful guide can help. Plus there’s our wide range of courses, all available at a venue in the City.

Our over classroom-based digital marketing courses are located in London and across the UK, covering the latest digital marketing trends and topics. Here are the upcoming dates for London courses:

“A very engaging and knowledgeable course director, delivering a concise summary of all aspects of digital marketing.”

Mark Anderson, Head of Ecommerce Robert Dyas Holdings Ltd

Training dates in London
Subject Date Location
Mobile Marketing 14 April London
Digital Marketing Masterclass 28 and 29 April London
Online PR and Reputation Management 6 May London
Implementing Social Media Campaigns 6 May London
Hands On Facebook 7 May London
Hands on Twitter 7 May London
Hands On LinkedIn 8 May London
Hands On Blogging 8 May London
Managing the Risks of Social Networks 8 May London
Transform your Website and User Experience 12 May London
Introduction to Digital Marketing 12 May London
Advanced SEO – Onsite Signals; Content and Planning 15 May London
Search Engine Marketing – Advanced PPC Advertising 15 May London

Find out more and book here.

Five critical fixes for the ISV roundtable

30 April 2014
IBM UK Ltd, 76-78 Upper Ground, South Bank, London, SE1 9PZ
Free event
2 CPD hours

As part of your membership, you can join up to 3 Market Interest Groups for free, except for the Levitt Group for senior marketers, which has a nominal fee. Our Technology Market Interest Group (TMIG) is dedicated to best practice and the professional development of technology marketers. They host regular events, and this month’s subject is Five critical fixes for the ISV roundtable will be held on 30 April 2014 in London. At this event you’ll event discover marketing best practices from fast growth software vendors, and will find out the essential pillars to ROI and why it’s not good to assume you know it all.

Book todayThe TMIG events and activities are run by members for the members. They’re always on the lookout for new people to get involved and new ideas, so, if you would like to join the team please contact TMIG Chair Andrew Miller.

Join TMIG on LinkedIn or Twitter.

NEAREST-TUBE  London Waterloo East



Meet with drinksHere’s the next Meet with Drinks networking event for your calendar:

22 May 2014, The Old Nick, Holborn

Book todayHosted by London volunteer, Bernie Emery, our Meet with Drinks events take the work out of networking. For a marginal cost of just £5 for members, £3 for studying members and £7.50 for guests, Meet with Drinks is the place to relax and mix with like minded marketers. Our usual spot of The Old Nick public house at Holborn, puts you instantly at ease and we’re on hand to make some introductions to get you started.

You can connect with other London marketers, by joining our Meet with Drinks LinkedIn group. CIM – Network for London Marketers.



Green and Blacks chocolate hamperCongratulations go to Vicki Davis of Universal Pictures, London, who won last month’s prize draw. Vicki won a fantastic Green and Black’s chocolate hamper – just in time for Easter.

“Just to let you know, most of the prize has now been eaten – thanks!”

To be in with a chance of winning this month’s draw with a prize of a £100 gift voucher to spend at the No.20 Restaurant at the boutique Sanctum Soho Hotel, you need to tweet to win.

“It’s much more satisfying than putting a pound in a jar when you walk down the high street!”

Media TrustThis is just one of the comments from a Media Trust volunteer, one of the CIM London’s Charity Partners. Media Trust’s work in London brings media professionals closer to local charities that are working on their doorstep. From small charities in Camden sending baby clothes to Africa, to disabled groups in Croydon learning to make films, Media Trust supports all types of charity and all size organisations.

Most of this is done through their online service, where volunteers can simply enter their postcode and find out who needs help near them. The other way to volunteer is by joining their free; fun and informative networking events called Speedmatching. These events are a chance to meet face to face with those charities needing support and also to network with other media professionals.

London Speedmatching event
The next Speedmatching will be held in Central London on Thursday 8 May 2014. If you are interested, please contact the matching team or give them a call on 020 7871 565.

paralympics_sochi2014Last month’s Paralympic Games were exciting and inspiring to watch. And the Games have enjoyed unprecedented levels of popularity this year, with over 300,000 tickets being sold in the first week. Some of the most popular events were the Opening and Closing Ceremonies, ice sledge hockey, biathlon, and para-snowboarding – which made its official Paralympic Games debut in Sochi.

As ParalympicsGB is one of CIM London’s charity partners, we were keeping an eye on the medal tables for Team GB. And they did us proud! Finishing in their highest ever position – 10th place – they collected a record medal haul of 6 medals, including 1 Gold, in this year’s Games.

photo 2 We value our members and the contributions they make to the marketing world. So we like to offer you, via the News section of the London website, the opportunity to win a prize or an experience. From fine dining and spa days, to educational vouchers and iPods, we lay our hands on a wide range of prizes and it’s always great to hear your opinions in the quick survey that enters you into the draw.

In February, London member, Jose Aguilera, Senior Marketing and Communications Manager for The Wellcome Trust, entered our prize draw and won a £100 gift voucher to spend on food and drink at ME London Hotel’s Radio Rooftop Bar, on The Strand. He picked a glorious sunny evening to enjoy his feast and he had a great time!

photo 3Thanks to Jose for sharing his photos from his well deserved treat. If you’d like the chance to win future prizes, keep an eye on our website.

March 3, 2014

Phil Preston asks, are all Silver Surfers created equal?

Tweet I now have a great deal more empathy for those plucky, patient souls who man IT help desks everywhere – ever since my 81 year old father-in-law bought his very first laptop. I have only got myself to blame. For some time I had been saying to him that he should get broadband and [...]

Read more…
March 3, 2014

Welcome to our new London Chair, Tatiana Schofield

Tweet “After six years at the helm of the Greater London Region (GLR), it’s time to say goodbye and thank you to Mocky Khan, and hello and welcome to our new Chair, Tatiana Schofield. During his time in the voluntary role as Chair, Mocky has led and supported significant GLR initiatives including the Women in [...]

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