We help create mobilising category and portfolio strategies, build consumer driven brand strategies, and embed end to end marketing capability in your organisation.
Businesses that invest effectively in marketing capability grow 30% faster than their competitors. Are you investing enough in building your marketing capability?
56% of businesses say they don’t have the marketing capabilities required to grow. Do you have the capabilities needed to succeed in today’s new world of marketing?
Only 30% of capability efforts succeed. Do you want your business to be part the 30% who successfully grows their strategic marketing capability?
Brand Traction is different type of marketing consultancy. We do more than create smart marketing strategy solutions. Our unique focus is our approach to creating and embedding solutions in a way that not only solves the immediate business problem, but also builds your team and individuals capability for the longer term so that they become better marketers and business people.
With over 25 years global experience in managing brands and marketers, Brand Traction helps businesses build the skills they need to grow their business, brands and people.
We help create mobilising category and
portfolio strategies
We help build consumer
driven brand strategies
We help build and embed end to end
marketing capability
Marketing is facing a crisis of capability: the consumer is becoming more savvy and less receptive to marketing messages. Old methods and mediums are becoming obsolete. Yet the capabilities available to the modern marketer have rarely expanded to meet these challenges.
The potential is real – businesses that invest in marketing capability grow 30% faster than their competitors. But making a genuine impact is difficult as 70% of all change efforts do not succeed.
At Brand Traction, we ensure your business is part of the 30% who succeed in building their marketing capability and growing their business, brands and people.
Jon Bradshaw established Brand Traction in 2012. He is a highly experienced brand and business builder with over 25 years of marketing, sales advertising and organisational development experience gained with global blue chip organisations.
He has undertaken significant projects across many business sectors, including; major portfolio strategy construction, complex category strategy development, brand strategy and positioning.
He has built and delivered marketing training and capability programs around the world.
70% of attempts to improve organizational capability fail. To ensure
your business is part of the 30% who succeed, we use the proven
70 – 20 – 10 approach, to ensure new capabilities stick.
The training was like a lightning bolt for me!
Nicky Bryson: Director, CMO Advisory, PWC
Jon is a key partner in our marketing transformation.
Ian Rowden: Group Executive, Marketing, DuluxGroup
Jon has made an invaluable contribution to our masterbrand strategy challenge. Bringing process, structure, insight & independent challenge, Jon helped our project team work through a data gathering phase that led into a number of key workshops to develop our thinking and ultimately to an incredibly clear strategic document that provides focus and clarity for the whole business. Jon’s wealth of strategic, category and brand experience, coupled with a down to earth style, enabled him to connect easily with the team as well as be a strong advocate and convincing expert with stakeholders during the process. Jon naturally gets curious and engaged and as a result added far more value than we probably paid him for! It was enjoyable, challenging and has helped us move our thinking forward enormously. Thanks Jon!
Paddy Bryans: Marketing Director, Yates
Jon Bradshaw at Brand Traction is one of those rare marketing strategists who understands both the science and the art of marketing, as well as having a passion for building those skills in others. This means when developing category and portfolio strategies, building consumer driven brand strategies or developing training programs that transform a team’s capabilities, you get the best of both worlds.
Darren Woolley: Founder and Global CEO, Trinity P3
It’s tempting to say Jon’s a great bloke and who is always happy, and more that a bit passionate to discuss the challenges of consumers, brands and tricky business problems. And that he brings a wealth of experience from client and agency side, even that he’s an uncommon resource to lean on for a marketing director. Well he does all of that with bells on. But really what sets Jon apart is how the wider marketing team describes working with him. Can’t quite get the “energy” that’s created onto paper… we’ve just finished our second stint of brand planning and everyone is buzzing on the theory, learning, practical application and real world examples, not to mention the 1:1 coaching and mentoring. I’d say here at Frucor we work best with people who become “one of us”. Jon’s part of our team because he connects with people, helps people build confidence to move forward, so the team open the doors and want more. Thanks Jon.
Cameron Davidson: CMO, FrucorSuntory
I asked Jon to work to undertake a complete review of one of our categories; specifically a category problem that had been worked on countless times before with no breakthrough in thinking. Simply put Jon reframed the problem and provided new insights and pathways to fresh opportunities, which we would otherwise have had little confidence in identifying ourselves. My team and the business have now embraced these and it’s already formed a key component of our strategic plan. If you have a thorny strategic problem that’s been persistent in remaining a problem then I wouldn’t hesitate in recommending Jon to take a look at it for you. Not only will you get a solution, but you will find he can do so by working seamlessly within your business, drawing on the knowledge of your team and data resources. I look forward to working with Jon again.
John Broome: CMO, Kellogg
Building brand and marketing capability within our businesses is strategically important in order for us to meet our long term growth ambitions. Jon has become a key partner in helping us set the direction and has enabled us to significantly short cut the development process involved. He is working with us in building our capability through comprehensive training programs, the initial results of which have been fantastic.
Gavin Gilligan: Group Brands Capability Director, DuluxGroup
Jon played a key role in helping us separate the brand positioning of two closely aligned brands in the Sensis portfolio. He took on the challenging brief in a tight timeframe and delivered an outcome that resonated with the teams of each brand. Along the way, his approach was collaborative to involve all stakeholders ensuring buy-in to the final result. Jon's passion and experience produced a fabulous outcome. I look forward to working with him again.
Kelly Brough: Chief Digital Officer, Sensis
Jon's passion for people capability partnered by his breadth of knowledge and experience is without peer. His engaging and agile approach with our team has seen what I believe as one of the biggest positive shifts in people capability I have experienced.
Mark Wiedermann: Marketing Director, FrucorSuntory Australia