Being a top brand manager means juggling, collaborating & leading—not being a control freak. Embrace service, creative courage & killer briefs for success
Sam Dolan
Leadership & business
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December 31, 2025
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What does a brand manager actually need to be good at? Not everything, argues brand strategist and PepTalk speaker Sam Dolan. Here, she sets out the brand manager paradox: the best people in the role are generalists rather than experts in every discipline, and their sharpest skill is knowing when to lead and when to step back. It's territory PepTalk's marketing speakers and business strategy speakers return to often.
The Brand Manager Paradox: The Real Skills You Need
Jack of All Trades, Master of None – Control Freaks Need Not Apply
I know, I know — it’s an unpopular opinion. But being a top-tier brand manager requires diplomacy, juggling skills, active listening, and pragmatism. It does not require being an expert in everything—oh, and definitely not being a control freak.
I often speak to agencies about what lies beneath the surface of the iceberg they see when working with clients. You can see why trying to be an expert in everything would make our heads implode...
What agencies see vs. what’s actually going on day to day
Service, Please
At the start of the year, brand planning — the two most dreaded words in marketing — looms large. But what if you reframed your thinking to focus less on brand and more on service?
Gandhi said, “The best way to find yourself is to lose yourself in service to others.”
Applying this principle to brand strategy means embracing a service mindset, which fosters emotional connections, brand loyalty, and reduced price sensitivity.
Service is about value. Shifting the focus from price to value can elevate your brand to a new level. But beware—change is inevitable. Keeping an eye on the future is essential for long-term success.
Marketers Can’t Write Briefs
Once you’ve nailed your brand strategy, you’ll need to write a few briefs. Prioritise time and space to do this collaboratively.
An agency is only as good as the brief it’s given. I’ve seen great agencies struggle with briefs that are unclear, unfocused, or lack commercial objectives. "Increase penetration by 2%” is not a creative springboard.
A brief should be a conversation, a joint effort, an anchor, and your North Star throughout a campaign. Start with a single-minded objective, refine it, and ensure it lives and breathes through every stage of the journey.
Creative Courage – Where’s the Love?
In your beautifully crafted briefs, always leave room for agencies to be creatively bold and emotionally tuned in.
Too often, the link between standout creative and emotional impact is overlooked. Creative courage should be a recognised skill—listed on job descriptions and sought after by every marketing director.
In a world oversaturated with messages, how do you cut through the noise? Not by bombarding audiences with endless social ads (think Mahabis slippers on Facebook!). Being bold can work, but aligning creativity with brand values is far more powerful. Emotional advertising is the key to long-term brand love, providing resilience during tougher times.
Studies by Harvard professor Gerald Zaltman show that 95% of purchases take place in the subconscious mind, and brands that adopt an emotion-first strategy see 82% loyalty retention. Who wouldn’t want some of that?
An Army of Influencers Under Your Nose
When it’s all happening (the exciting bit), don’t forget that everyone in your business is an influencer. PepTalk has covered this territory before in how to make every employee a proactive brand ambassador, and the same logic applies here.
Every employee has two ears and one mouth — meaning they can listen, become brand advocates, and spread the word. When they understand their role and the key messages, they add real value. Employees who feel informed and included will always feel empowered and engaged.
JFK once asked a cleaner at NASA, “What are you doing, son?” His response? “Putting a man on the moon, sir.” He understood the mission and his role in it.
Final Thoughts
Excelling as a brand manager requires multitasking, teamwork, and strong leadership. Now, brave marketers, go forth and lead your incredible teams—agencies, peers, and leaders—who are ready and able to drive success.
Or, as Vanilla Ice so brilliantly put it: STOP, COLLABORATE, AND LISTEN.
Frequently Asked Questions
What is the brand manager paradox?
It's the gap between what brand manager job descriptions promise, an expert in everything from data to design, and what the role actually rewards: diplomacy, sharp briefs, and the judgement to let specialists do their jobs.
What does Sam Dolan speak about?
Sam speaks on service-led brand strategy, writing briefs that give agencies room to be bold, and turning employees into brand advocates. She's the founder of Jazz Hands, a brand strategy agency, with 25 years' experience across tech, beauty, and FMCG.
Want Sam Dolan to bring the brand manager paradox to your next marketing offsite or leadership conference? Get in touch with the PepTalk team and we'll scope the right format for your audience. You can also call us on +44 20 3835 2929 (UK) or +1 737 888 5112 (US). Remember, it's always a good time to get a PepTalk!
Sam Dolan is the founder of Jazz Hands, a brand strategy agency. With 25 years of experience, she’s led award-winning campaigns, including ITV’s Ad of the Year. Known for her Northern grit and humor, she helps brands thrive with pragmatic insights, human-focused solutions, and a passion for storytelling.
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