Thought Leadership: What It Is and What It Should (Never) Be


Jan
10
Instinctif Partners, 65 Gresham Street, London, EC2V 7NQ
09:00 for 09:30 until 11:30
EAP

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Where product differentiation often borders on the impossible (particularly in some sectors such as asset management), thought leadership provides a medium for clear, insightful and thought-provoking content that clearly distinguishes you and your company. In fact, "thought leadership" is among the most inescapable - and misused - buzzwords in the industry. Yet used well, it remains a particular effective tool for marketing in asset management. But before we address why and how, we ask: What is thought leadership? Why does it matter? And then to consider: Top Tips for getting it right.

Speakers Include:

Rob Davies, Head of Public Relations and Thought Leadership, Aviva Investors

Niels Footman, Head of Marketing, CopyLab

Laura O'Connell, Managing Partner, Instinctif Partners

Niels Footman

Niels Footman

Head of Marketing

Copylab

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david-butcher

David Butcher

Director and Founder

Communications & Content

Nov 20, 2017

I think it's time to put the phrase 'thought leadership' out to pasture. I've long thought it has been too mis used for too long to retain any real relevance today - namely pieces of genuine leadership, that start or extend a given debate, tend to get lost in a morass of non-thinking dressed up as thought leadership. I've developed this thesis and proposed alternatives in one of my latest blogs: https://www.linkedin.com/pulse/lets-stop-saying-thought-leadership-start-being-instead-david-butcher/

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