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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

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.

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.

Mondelez International follows the "Miley Cyrus Rule"

This event report outlines how Mondelez International, the snacks group, is adapting its business to meet the demands of the "new fluidity".

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