--- title: Yellowstep B2B Marketing Performance Blog | Inbound marketing and sales articles | Neil Perrott description: Neil leads strategy, brand development and planning at Katapult, working closely with clients to build their brands, generate leads and drive sales. A graduate of Aston University, Neil has over 20 years’ experience working in sales and marketing, formerly occupying senior positions at Cable & Wireless, COI and GroupTrade. --- [![Yellowstep (a Katapult Ltd brand)](https://www.yellowstep.co.uk/wp-content/themes/yellowstep-wp-sass/assets/svgs/yellowstep-logo.svg)](https://www.yellowstep.co.uk) - ![Menu](https://www.yellowstep.co.uk/wp-content/themes/yellowstep-wp-sass/assets/svgs/menu.svg) ## ![Neil Perrott](https://blog.yellowstep.co.uk/hubfs/YS%20Team%20Photos%202018/YS_TeamPhotos2018_Neil.jpg) Neil Perrott ## [Inter Miami CF: A brand lesson from Beckham’s brainchild](https://blog.yellowstep.co.uk/inter-miami-brand-lesson) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • September 11, 2018 Footy’s leading fashionista wouldn’t settle for anything less than super-slick in the brand department, and so the club’s new crest duly delivered. Here's how they could have transitioned better to brand. [Read More](https://blog.yellowstep.co.uk/inter-miami-brand-lesson) ## [How to complete your own brand research in 2018](https://blog.yellowstep.co.uk/how-to-complete-your-own-brand-research-correctly-for-2018) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • January 19, 2018 Start compiling your own brand research with these two tools - a brand audit and a workshop itinerary. [Read More](https://blog.yellowstep.co.uk/how-to-complete-your-own-brand-research-correctly-for-2018) ## [ Brand building lessons from five SMEs that are smashing it](https://blog.yellowstep.co.uk/brand-lessons-from-five-smes-that-are-smashing-it) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • December 21, 2017 Taking a look at the SMEs that have got their brand building spot on. A business doesn't have to be the biggest in the world to have great branding. [Read More](https://blog.yellowstep.co.uk/brand-lessons-from-five-smes-that-are-smashing-it) ## [Your brand brief for 2018](https://blog.yellowstep.co.uk/your-brand-brief-for-2018) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • October 25, 2017 2018 is nearly here; hit the ground running by building a brand that makes a big difference to winning new business, retaining customers, attracting talent and more. [Read More](https://blog.yellowstep.co.uk/your-brand-brief-for-2018) ## [Innocent Drinks: The importance of reinvesting profit for business growth](https://blog.yellowstep.co.uk/innocent-drinks-importance-of-investing-in-business-growth) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • November 24, 2016 Despite securing market share and investment from Coca-Cola, the Innocent Drinks story relays the same message. Investing in business growth is key. [Read More](https://blog.yellowstep.co.uk/innocent-drinks-importance-of-investing-in-business-growth) ## [How to achieve business growth like Uber](https://blog.yellowstep.co.uk/how-to-achieve-business-growth-like-uber) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • October 25, 2016 Uber is the most valuable start-up in the world, yet it owns no cars and employs no drivers Discover how to leverage intangible assets to drive business growth. [Read More](https://blog.yellowstep.co.uk/how-to-achieve-business-growth-like-uber) ## [The role of recurring revenue to achieve predictable business growth](https://blog.yellowstep.co.uk/the-role-of-recurring-revenue-to-achieve-predictable-business-growth) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • October 21, 2016 For businesses seeking recurring revenue growth, Rolls-Royce should become the inspiration, attributing 70% of profits to their TotalCare service business model [Read More](https://blog.yellowstep.co.uk/the-role-of-recurring-revenue-to-achieve-predictable-business-growth) ## [Your future-proof sales and marketing plan to drive new business growth](https://blog.yellowstep.co.uk/your-future-proof-sales-and-marketing-plan-to-drive-new-business-growth) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • October 17, 2016 In this new report, discover 7 key opportunities to scale & align sales and marketing to drive true business growth over the next five to ten years [Read More](https://blog.yellowstep.co.uk/your-future-proof-sales-and-marketing-plan-to-drive-new-business-growth) ## [What is a brand? Promise, perception and personality](https://blog.yellowstep.co.uk/what-is-a-brand-promise-perception-and-personality) By [Neil Perrott](https://blog.yellowstep.co.uk/author/neil-perrott) • June 4, 2016 What is a brand to you? It's not just a logo, the essence of a strong brand all comes down to promise, perception and persona. [Read More](https://blog.yellowstep.co.uk/what-is-a-brand-promise-perception-and-personality) [Previous](https://blog.yellowstep.co.uk/author/neil-perrott/page/0) [All posts](https://blog.yellowstep.co.uk/all) [![Yellowstep (a Katapult Ltd brand)](https://www.yellowstep.co.uk/wp-content/themes/yellowstep-wp-sass/assets/svgs/yellowstep-logo-rev.svg)](https://www.yellowstep.co.uk) [![Yellowstep (a Katapult Ltd brand)](https://www.yellowstep.co.uk/wp-content/themes/yellowstep-wp-sass/assets/svgs/yellowstep-logo-rev.svg)](https://www.yellowstep.co.uk) [hello@yellowstep.co.uk](mailto:hello@yellowstep.co.uk) 28 Ashbourne Road, Derby. 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