A: I presume you’ve already asked yourself some fundamental questions: do you really want a new brand?; do you need a marketing department? (Timpson doesn’t!); if you do have a marketing team, why can’t they cope with the new brand?
If you’ve covered these questions and still want to take the risk of launching a new brand plus the extra overheads of more marketing people, it would be more prudent to buy in the expertise than employ a marketing manager.
A consultant should give you access to a wider range of expertise – but watch the cost. Draw up a clear brief and make sure they stick to the budget. When the brand has been launched, send them on their way. Government departments may have permanent consultants, but that’s no reason for the private sector to follow suit.
John Timpson runs high-street cobbler Timpson, which has 800 branches nationwide and sales of £150m. Got a question for him? Post it in the comments box below.
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