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Portfolio Brand Strategy

Sun, 06/18/2017 - 06:27 -- Team

The word “planning” suggests best practice, is a process, not a one-off. The word “plan” suggests a template. Since 2000 in B4P’s benchmarking work, we have not seen template-based plans that deliver growth. Instead, workshopping, challenging, mentoring, and thorough preparation of data, facts and insights drive the completion of a successful plan. It is not the template that causes the success of this process; it is the planning process that surrounds it.

It might not be a sexy word, but good brand planning is process-based/driven. 

What does good look like

  • 20 to 25 sustainable growth opportunities
  • A mixture of share steal and incremental growth strategies
  • Defence against and attack of competitors both within and without the competitive set
  • Objectives that are at least two years, with 12 month firm

The challenge is “sustainable growth opportunities”. These answer the question: “How will we grow the brand and hang onto the market share?” They do not only answer the question: “What could we do next year?”

Best practice looks like: three to five objectives. The strategies that result are: balanced scorecard; consumer insight driven; retailer friendly; harmonised with shopper behaviour; and unlikely to be immediately copied and beaten by competitors.

Should you worry about brand planning? Yes. It is a promotable skill. Good Brand Planners 10 years ago are Vice Presidents and General Managers today, amongst the 80+ client base and 800 Brand Managers we have benchmarked.

Brand Managers are often accused by senior marketers of having poor return on investment awareness/skills. So a good planning tool has at least two to three pages of commercials – P&L, return on investment, a focus on cost-effectiveness and efficiency of spend.

Activation execution is one of the most important parts of strategy – good project management skills are one of the inputs to brand planning skills, and a plan will always include a critical path for each objective and its strategies.

Want to know more?

You can read our Blog which is jam packed with very useful articles and free whitepaper dowload for your business, or head to the FAQ page, where (most of) your questions will be answered.

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