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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

Retail price and promotion trends

This article explains how brand owners are finding it harder to predict how shoppers across the world will react to changes in pricing and promotional activity because sales levels and the speed of economic recovery vary so much between countries.

Deal of the day: analysing purchase frequency-based subscriber segmentation

Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount.

How EMEA food brands are identifying new usage occasions

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This report describes how EMEA food brands have found success with advertising campaigns which persuade consumers to increase product consumption occasions.

Branded content: the currency of connection?

This article argues that in the era of consumer empowerment and technological liberation, content competes with life and creative work must work harder to grab attention.

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Monique Dolbin

Americas

Monique Dolbin
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Ed Pank

Asia Pacific

Ed Pank
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asiapacific@warc.com