Introduction
Silvermark is a marketing consultancy with expertise in portfolio strategy, innovation ideation and marketing excellence.
Portfolio strategy
Portfolio analysis is critical for defining your business objectives and growth strategies so you can optimise the limited number of assets available to you. Portfolio Strategy is crucial for growth but even more for winning.
Winning starts from your vision, from where you want to play: we can help with a methodological approach for identifying and prioritising target segments that are both relevant and distinctive for your audience, and then help you set an investment plan that helps optimise your growth objectives.
Winning also means that you craft a unique positioning for your brands, that goes beyond the functional and emotional benefits for your audience. We can help you craft a strong purposeful positioning for your brands that will serve as the base for their communication and innovation platforms.
Build your portfolio
Path to innovation
Making an impact by discovering unmet needs with innovative possibilities. Our process typically evolves in 3 steps.
STEP 1. Innovation upload: build a strong Consumer, Customer and R&D platform as a starting point for the creative process.
Tools: Level5-Segmentation™ and Insight Exploration.
STEP 2. Run innovation sessions: apply design thinking and creative brainstorming techniques thru idea generation workshops.
Tools: Blue Trigger Box™ applies “right” and “left” brain to deliver innovative concepts, claims, product demos…
STEP 3. Measure impact: effectively pre-test, improve and prioritise with an internal or external target audience before you prototype.
Tools: Idea Torture Tester™
Marketing Excellence
When building a marketing team, one typically searches for professionals with similar category expertise. The underlying assumption is that the ways of working should be known, so they can hit the ground running…
In reality this often adds complexity as more seasoned talents also bring their own way of doing things and you lose the advantage of building a stronger diverse team. Building your own way of doing marketing is a solution that allows you to recruit for experience and for diversity.
Marketing Excellence refers to constructing your processes and brand building framework designed around your own company vision, your competitive advantages, tailored to your dimension and business culture and aligned with your existing or prospective route to market in mind.
If you are interested in building your own marketing framework, from developing essential to better do forecasting, to set a brand planning class, to develop the steps to an insights-driven advertising brief, gives us a call…
Observatory
Latest observations and thinking on portfolio strategy, brand positioning, innovation breakthroughs and marketing excellence best practices.
Meet the consultant
Nuno Silverio Marques is a creative and innovative global marketing leader with more than 25 years of experience in international business and driving innovation around the globe. He has managed and consulted different industries across Europe, Americas, Asia and Africa.
More recently he managed Abbott Nutrition Latin America as Regional Marketing Director. All together he lead the growth and built market share locally, regionally and globally with oversight of brand positioning, advertising, innovation; M&A and portfolio management (i.e. Nivea; Heineken; Sagres; Guinness; Abbott Nutrition).
As a consultant he worked with iconic brands across a variety of categories such as Food & Beverages, Cosmetics, Pharma & Animal Health, Navigation Systems and Consumer Electronics.