FAQs
What is a Fractional CMO?
A Fractional Chief Marketing Officer empowers leadership teams and boards where high level strategic experience is required but a full time role is not.
Adam Lumb offers this support as an embedded leadership role specialising in creative and culture sector organisations - 1 day a week. A Fellow of the Chartered Institute of Marketing with over 25 years experience joining your executive team but at only 20% of the cost of a full time CMO or Brand Director or Commercial Director.
What is marketing?
Marketing is aligning what people want with what you have to offer.
Marketing is a matching process.
Brand is a tool that helps you find each other to complete the match.
The Marketing Iceberg model was developed by Adam Lumb as a simple way of understanding what marketing is and how you can use it to improve your success rate.
What is Branding?
Brand is simply a way to find each other. For you to find an audience and for them to find you. In his book Brand is how we find each other Adam Lumb focuses less on definitions and more on what you want the brand to do for you. The book looks at new ways to think about branding and introduces a new one page Brand Matrix. It helps you match the audience to the compelling reason you do what you do. It matches the audience need to what you offer. And it shows how these two elements help audiences find you amongst your competitors. Lumb’s Brand Matrix introduces four types of brand Meh Brands, Compelling Brands, Distinctive Product/Service Brands and Super Brands.