How to Write Great Insights

Be sure you don’t miss any of the action: make sure you subscribe to receive future issues. One of the hardest skills for brand leaders to learn is how to identify and write great insights. This usually comes up when clarifying direction for creative communications and product development. If you’ve ever written a creative brief, you’ve probably struggled with what to …

Brand Strategy is Confusing, Here’s Why

Be sure you don’t miss any of the action: make sure you subscribe to receive future issues. When it comes to strategy, there seems to be mass confusion in the marketing industry. Many people use terms like brand strategy, branding, brand management, and brand plan interchangeably. It’s not good. Compounding the issue is the fact that strategy as a core …

The Multiple Audience Challenge

Be sure you don’t miss any of the action: make sure you subscribe to receive future issues. Brand positioning can be tricky to get just right. And it can get even more complicated if you have multiple audiences you may want to target. This exact question came up during a recent positioning lesson in my brand management essentials course. A few students asked about the …

Choosing The Right Strategic Target

Be sure you don’t miss any of the action: make sure you subscribe to receive future issues. Most marketers know that you should define your target audience using some kind of profile, template or framework. But, assuming you already have (or Googled) a template to use, how do you know the target that you chose is the right one? This …

Gaining Alignment On Your Ideas

Be sure you don’t miss any of the action: make sure you subscribe to receive future issues. So many great marketing ideas never see the light of day. It’s an unfortunate side effect of working in large organizations. The pro of a large company is that you have stability, but the con is that it often takes too many people …

How to Write a Strategic Plan | Ultimate Brand Strategy Guide

Strategic plans are a must-have to uncover not only your brand’s goals but also future opportunities and challenges. In this guide you’ll learn the best strategic plan format and structure, questions to ask when creating your long-term strategy, and how to write the outline.  Be sure to subscribe to receive updates when we post new articles like this.  In the …

How To Think Like A Strategist

Be sure you don’t miss any of the action: make sure you subscribe to receive future issues. As brand leaders, we often hear that we need to “be strategic,” but we often don’t get much guidance on what that actually means. Some brand managers are natural strategic thinkers, while others can spend an entire career figuring it out. So below …

Strategic Plan Development

In this hands-on workshop course you will master the skills needed to write a long-term strategic plan that outlines long-term objectives, lays out clear strategic choices, and guides your organization’s marketing and operations projects to deliver on your vision. This course applies to brand/marketing managers, marketing directors, or VPs/GMs that lead business planning.

Business Landscape Analysis

In this course you will gain knowledge on how to structure your landscape analysis, how to find the information you need and how to effectively use that information to deliver robust thinking and a compelling business story. This course applies to brand and marketing managers and directors who write landscape analyses for their category or business unit.

Ultimate Brand Strategy Guide | Branding 101

Brand strategy is made up of a few core frameworks that work together to define and set direction for your brand. Once you’ve documented these components, you’ll be able to more cohesively build brand equity, tell your brand’s story, and create a message map that keeps your market executions on strategy. Be sure to subscribe for more brand management guides …