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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.
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Avoiding the 'death spiral'

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

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

How Arla engaged shoppers in a low-interest category

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

How to win in China: Five lessons from FMCG's frontline

This article offers FMCG marketers five important lessons for building a successful China presence, despite the country's economic downturn.

How Aldi marketed its way to the winning discount position

This article looks at how retailer Aldi positioned itself as the 'best-value' supermarket in the UK after the financial crash of 2008 significantly changed consumer behaviours.

How Tourism Australia turned Aussies into content creators

This article covers how Tourism Australia invited everyday Australians to participate in building the country’s brand via its #seeaustralia content marketing campaign in Instagram and Facebook.

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