“If you don’t have a competitive advantage, don’t compete.” – Jack Welch
“The competitive advantages the marketplace demands is someone more human, connected, and mature. Someone with passion and energy, capable of seeing things as they are and negotiating multiple priorities as she makes useful decisions without angst. Flexible in the face of change, resilient in the face of confusion. All of these attributes are choices, not talents, and all of them are available to you.” – Seth Godin
“There are only two ways to establish competitive advantage: do things better than others or do them differently.” – Karl Albrecht
Brand Development Network Implementation (consulting) offers relevant and meaningful differences from other consulting organizations.
Consulting is led by Richard Czerniawski and Mike Maloney, two highly experienced and successful brand marketers. Richard has 45-years in marketing, having served every position and role in marketing management. Mike has nearly 40-years in marketing management, including extensive international experience. Both started in FMCG with Procter & Gamble. Both met while at Coca-Cola USA where Richard led marketing for all soft drink brands and hired Mike.
While our origin is FMCG (Fast Moving Consumer Goods) we have been working within the health care sector (OTC, pharmaceutical and medical devices) for 25-years (more than 60-therapeutic areas), throughout the world (more than 35-countries). We are thoroughly familiar with the market, legal and regulatory landscape. We appreciate and can address issues that client company marketers face.
Each consulting assignment marries disciplined strategic thinking with creativity to meaningfully differentiate the client’s offering versus competition to drive customer preference and create brand loyalty.
Our hallmark is highly engaging and productive workshops designed to facilitate “intelligent collaboration” and capture the “collective wisdom” of the complete client team in:
- “Navigating” to more effective, implementation ready solutions
- Backed by real brand and inter-functional commitment
- in less time (6 – 8-weeks from start to finish).
Marketing strategists Richard Czerniawski and Mike Maloney serve as player-coaches, using their vast experience and leadership skills, throughout a BDNI iterative quality process to get the client team to develop more productive solutions than they could on their own.
The end product is not one but 2 – 3-competitive options for subsequent validation through marketing research to improve the probability of successful outcomes.
BDNI consulting assignments are only a fraction of the cost of other consulting organizations and agencies.