Books by Chris Radford

A former marketing director at Pepsi and managing director at HEAD sports, Chris launched his Differentiate strategy consulting firm in 1996. He has helped Mars create the Celebrations chocolate brand and turn Galaxy into the chocolate brand leader in the Middle East. He worked with Scotts to make Miracle Gro the market leader in gardening. He has helped many other CEOs and marketing directors in high-end business services to take their brand to the next level with his distinctive 'Differentiate' method. Chris is also a non-executive director and entrepreneur in the travel industry, and speaks and writes extensively about why businesses must focus on attracting new customers rather than extract more money from existing customers. He speaks regularly at industry conferences and run his own marketing and business events attracting important business decision makers and entrepreneurs.