Strategy Toolkit

The seven modules of the Strategy Toolkit will help you develop your skills as a strategic thinker. You can use them in three ways:

  1. Work through the modules as a ‘course’

  2. Support existing training schemes

  3. Refresh your knowledge whenever you need to


Marketing and brand strategy

1. How marketing works
  • Marketing and value creation
  • Buying patterns and brand growth
  • How advertising works
  • Strategic foundations

2. The role of the strategist
  • Why are strategists needed?
  • Strategic approaches
  • How is strategy changing?
  • Emerging skillsets
  • Strategy across markets

3. Analysing the brand
  • What is a brand?
  • Brand positioning
  • Brand architecture
  • Brand identity
  • Assessing brand performance

Consumer insight

4. Consumer behaviour
  • Decision-making
  • Behavioural economics
  • The role of storytelling
  • Influence through word-of-mouth
  • Loyalty and habit

5. Generating insight
  • What is ‘insight’?
  • Research techniques
  • Identifying target audiences
  • Understanding core audiences

Campaign development

6. Building a campaign
  • Defining objectives
  • Writing the creative brief
  • Working with creatives
  • Pre-testing
  • Channel thinking

7. Evaluating success
  • The basics of effectiveness
  • Short-term versus long-term
  • Modelling and econometrics
  • Making your case

Test yourself: Dummy brief

Kiehl's logo

Kiehl’s: Explain how marketing can help a brand

Can you advise a cosmetics brand considering investment in marketing? This brief asks you to define the role of communications.

H&M logo

H&M: Decode a confusing client brief

Can you help a client understand the challenge they face? This brief asks you to decipher a confusing RFP and deliver a strategic response.

SoBe Vitamin Water logo

SoBe Vitamin Water: Plan a campaign

Can you help a niche brand build scale through marketing? This brief tests your ability to set objectives and develop a communications plan.


The Strategy Toolkit is designed to develop your skills as a marketing strategist.

We have worked with leading strategists around the world to develop seven different modules, each one focusing on a core knowledge area for a strategic thinker. Each module combines thought leadership, examples, tips and advice, plus video interviews with leading strategists.

There’s also a chance to test your skills, with ‘dummy briefs’.

The Strategy Toolkit was developed in association with The Effectiveness Partnership in 2015, and updated in 2021.

You can use the Strategy Toolkit in three different ways:

1. Work through the modules as a 'course' in strategic thinking;

2. Support existing training schemes within your organisation using the modules and the exercises;

3. Refresh your knowledge around a key strategic skill whenever you need to.