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Key reading

strategy map

Strategy maps

Guidance on setting strategy maps, which provide a visual representation of a company's critical objectives and the crucial relationships among them that drive organisational performance. Strategy maps show how an organisation can convert its initiatives and resources, including intangible assets such as employee knowledge, into tangible outcomes.

Mythbuster: Shatter some pipe dreams

Les Binet and Sarah Carter on why many marketing objectives fail to be specific, measurable and realistic.

The brand planning cycle

Discussing the brand planning cycle, a rational analytic approach to the strategy development process.

Avoiding the 'death spiral'

Why getting a price premium is the best strategy for growth – and why reliance on promotions kills brands.
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How to create an effective price promotions strategy

Best Practice paper on how to maintaining brand equity when markets become dependent on promotions.

Latest articles

Transformational strategy: designing your business future

This article discusses how the State Library of Victoria in Australia undertook a strategic project to address the crucial question of 'What is a public library in 2030?'.

Targeting doesn't interest Mars marketing chief

This event report details how Mars, the food group, is attempting to reach consumers with impactful marketing messages.

Millward Brown's three "secrets" for driving brand growth

This report discusses how most marketers are focused on driving sales through digital, arguing that positive brand attitudes create the potential for stronger growth and higher profits.

Marketing to women: the new rulebook

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

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