This is a PAID event. Members: 160HKD; Non Members: 230HKD (including Italian Aperitivo)

Which are the conditions that most affect growth? How can firms maintain a sustained level of growth for many years? And which are the most common mistakes capable of undermining the fundamentals of growth?

Today the Italian Chamber of Commerce will have the pleasure to host Andrew Brent from Think Again Growth Limited, author of “The Growth Director’s Secret”, which was shortlisted in the UK for the CMI’s Management Book of the Year Award 2018 and the Business Book Awards 2018.

At this event, Andy will talk about some of the topics in his book, with especial reference to China, which takes the latest research in neuroscience and looks at lessons for consumers, brands and marketers. In detail, we’ll discuss:

- The Growth Paradox: the strange fact that, despite its crucial importance to medium/long-term success, only around 10% of companies grow profitably for any sustained period. We’ll explore the organisational/cultural factors that contribute to this strange paradox and how these can be avoided.

- The Focus Failure, in other words, how companies often fail to differentiate between low-potential and high-potential customer groups, the common segmentation mistakes that lead to this huge inefficiency, and how to get customer targeting right.

- The Big Growth Mistake, namely the common failure of understanding about how consumers make purchase decisions and choose between brands that cause many companies to sub-optimize their growth potential, and how new insights emerging from the world of neuroscience are revolutionising the way companies position themselves to grow profitably.

About the Speaker

Andrew Brent, Founding Partner, Think Again Growth

Andrew Brent is an experienced executive board member, strategist and marketer who has held senior roles in major blue-chip companies in the UK and around the world. Andy spent 13 years at Procter and Gamble in senior marketing roles in the UK and Europe before moving into retailing as Marketing Director at Iceland Frozen Foods. He spent six years in Asia in senior strategic roles for Hutchison Whampoa, helping build businesses across Asia.  

Back in the UK, Andy was CMO for Burger King International, overseeing the global expansion of this business, he spent three years as Marketing Director at Boots the Chemist in the UK, and then held CMO roles at Sky broadcasting and at Barclays Bank. Andy is a founding partner of Think Again Growth, a strategic consultancy which uses cutting-edge neuroscience-based market mapping and behavioural insights tools to help businesses position themselves to deliver significant, sustainable, profitable growth. He is also the author of ‘The Growth Director’s Secret’ published by Bloomsbury and nominated for FT/McKinsey Business Book of the Year 2017, Chartered Institute of Marketing Business Book of the Year 2017 and Business Book Awards Book of the Year 2018.