Tuesday, February 27, 2024

Kyle Golding of The Golding Group Discusses the Shift Towards Specialization in Marketing and Branding

Leaders Perception Magazine is currently running an interview series called – Navigating the Dynamic Seas of Modern Marketing & Branding
Today, we had the opportunity to interview Kyle Golding – CEO & Chief Strategic Idealist @ The Golding Group.

Thank you so much for joining us today! We are thrilled to have Kyle Golding, CEO & Chief Strategic Idealist of The Golding Group, with us. Kyle is an entrepreneurial-minded professional with a diverse skillset and experience in launching and operating businesses, as well as consulting with businesses across multiple industries. For the past 12 years, he has been focused on providing strategic planning, business process management, profitability, and corporate culture solutions for his clients.

In this interview, we will be discussing the significant shifts in the marketing and branding landscape that Kyle has observed in the last year, and how businesses should adapt to these changes. We will also explore the balance between data and analytics and the creative aspects of marketing and branding in the era of data-driven marketing.

So, without further ado, let’s dive into the conversation and learn from Kyle’s expertise and insights.

Interviewee Name: Kyle Golding

Company: The Golding Group

Kyle Golding’s favourite quote: “Unless commitment is made, there are only promises and hopes; but no plans.” – Peter F. Drucker

The Interview

Thank you so much for joining us today! Tell us a little bit about yourself. What is your backstory?

Kyle Golding : I am an entrepreneurial-minded professional with a diverse skillset and experience that includes launching and operating businesses and consulting with businesses across multiple industries locally, nationally, and worldwide. For the past 12 years, I have been specifically focused on partnering with clients to provide solutions centered around strategic planning, business process management, profitability and corporate culture.

I started The Golding Group in 2011 when I realized my job at that time was destined to fizzle out like every corporate marketing job. I knew there was a better way to provide strategic, sustainable economic growth for organizations through business process innovation and marketing integration, not just traditional paid advertising model of hourly fees for creative and media buying commissions. I wanted to use my experience building organizations from the inside out by providing expertise in all operational phases, specific to each of our client’s needs and not the ego of my boss or a “how we have always done it” mentality.

I had freelanced before, but it was never sustainable. This time, I partnered with other professionals with similar but different backgrounds to cover a large area of business development between all of us. By working with like-minded entrepreneurs, we create something more robust than any of us could on our own. By utilizing a decidedly different business model, we were automatically disruptive the moment we went from a side hustle to a full-time job.

What’s the most significant shift you’ve observed in the marketing and branding landscape in the last year, and how should businesses adapt to it?

Kyle Golding : The most significant shift has been more focus, differentiation and specialization in marketing message and media mix and less omni-channel shotgun approach.

In the era of data-driven marketing, how do you balance the need for data and analytics with the creative aspects of marketing and branding?

Kyle Golding : Everything starts with data. The more you know about your product/service, your competition, the market, your audience, consumer behavior, etc… the more focused your marketing can be. That focus allows you to pinpoint approach, voice, channel, tone. etc… and just focus on creative that executes in a very specific way. That’s a huge benefit, but often too many business owners try to be too board in audience attraction. Data will show your where to start, how to be lazer focused and then how to measure, adjust and improve until you can prove it works.

Leaders Perception would like to thank Kyle Golding and The Golding Group for the time dedicated to completing this interview and sharing their valuable insights with our readers!

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