In this conversation, Lucy Barbor shares her journey from working in media agencies with some of the World's biggest brands to recently launching her own consultancy - We Are Masterplan.

She emphasises the importance of strategic thinking in businesses, the role of marketing as a real growth engine, and the differences between challenger brands and market leaders and how their position in the market drives very different behaviour.

Lucy shares insights on how brands can navigate competition, the evolution of marketing strategy, and the need for a culture that fosters deep strategic thinking.

She also discusses her passion with her new consultancy outlining her vision for the business and the training programs aimed at helping individuals and businesses improve their strategic capabilities.

Swim Against The Tide:

The idea behind Swim Against The Tide podcast is to meet founders and leaders of businesses who have launched and operate in competitive markets, taking the bigger, more established players head on. It is about exploring what drove them, how their brand stood out, what they had to do to win and what lessons they have learned that they can share with the listeners to hopefully inspire them to take their own journey.

The show is presented by Steve Henry, Co-Founder of the specialist marketing group Audience Collective. Steve has enjoyed a 30-year career in advertising helping 100s of brands win and grow. He is passionate about telling these stories and sharing their journeys, both good and bad, to help the next generation learn and encourage them to one day start their own challenger brand.

If you would like to be a guest on the podcast, please email satt@thisisaudience.com and we will be in touch.

We hope you enjoy this podcast, if you do, please leave a like and subscribe to our channel!

The SATT Team :)

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