category management | StrategyAudit

The two drivers of Brand Salience

strategyaudit — Sun, 12 Nov 2023 20:42:42 +0000

The best place to start this discussion is some sort of definition of ‘Brand Salience’. To me it is the extent to which your brand comes to mind. This might be unprompted, as in ‘what brands of beer can you name? That first question may be followed with a prompt such as ‘which of […]

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The current parlous state of the Australian food industry.

strategyaudit — Tue, 07 Feb 2023 22:59:32 +0000

We all need to eat, but we seem to take for granted the access to processed and fresh food and groceries. To consider the ‘food industry’ as one entity ignores the entirely different strategic drivers of the three main components: Raw material production or ‘farming’, Manufacturing, and retail. They should be treated separately as […]

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Another strategy myth flushed down the toilet

strategyaudit — Tue, 15 Nov 2022 23:36:49 +0000

One of the standard assumptions about strategy is that it evolves from the top. Those at the top of the organisation have access to all the information and resources necessary to craft the strategy that will then be deployed through the organisation. Then, crucially, they have the power to make those critical resource […]

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10 essential questions for a marketing ‘Pre-Mortem’.

strategyaudit — Thu, 06 Oct 2022 05:10:44 +0000

We all understand what a post-mortem is: an analysis of why something after the fact. It deals with history, then usually when something has failed. We review the drivers of success less often than examining the reasons for failure, then allocating responsibility. Planning a marketing program is in effect a ‘pre-mortem’, a plan of […]

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How do you solve the paradox of repeatable processes and creativity

strategyaudit — Wed, 31 Aug 2022 00:45:32 +0000

Processes are the means by which things get done. From the simplest thing like cleaning the coffee machine in the lunchroom, to launching a major new product, it happens by way of a series of activities culminating in the objective being achieved. It makes sense to do the same thing the same way […]

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Why ‘RevGen” is far superior to ‘Marketing’ and ‘Sales’?

strategyaudit — Fri, 24 Jun 2022 00:55:10 +0000

In the past, for the orderly management and convenience of organisations, Sales and Marketing have been kept by management in separate functional silos. In a time of flattened organisation structures and the ease of communication and data sharing, this no longer makes any sense at all. The evolution of the silos to one functional […]

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What does the end of cheap money mean to manufacturing SME’s?

strategyaudit — Wed, 27 Apr 2022 03:55:49 +0000

The inflation figures released this morning put the annualised inflation rate at 5.1%, up from 3.5% at the end of the December quarter last year. While it may bounce around given the volatility of fuel and food prices, the trend is very clear, and the current election driven lucky dip of spending promises will […]

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The problem with strategy

strategyaudit — Wed, 17 Nov 2021 00:46:26 +0000

Strategy is an essential ingredient for success. Without a clear, unambiguous, and well communicated strategy, there will be wasted effort, sub-optimal decision making, lack of alignment between functional responsibilities, and any number of other problems. Therein lies the problem with strategy. You spend time and money researching, developing, road testing and implementing strategy. […]

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A marketer’s explanation of cash flow.

strategyaudit — Tue, 25 May 2021 22:19:58 +0000

I was astonished when I recently went back to all the stuff I had written to copy and paste a simple explanation of cash flow into something I was doing. I had written a post some years ago, but not in the detail required in this instance. Astonishing because I rabbit on about cash […]

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Happy 12th birthday StrategyAudit.

strategyaudit — Mon, 29 Mar 2021 19:53:31 +0000

March 30, 2009 was the date of the first post on the StrategyAudit site. I did not know where the second was coming from, but they seemed to emerge from the conversations I have, problems clients and others face, and the observation of what is going on around me. March 2009 seems a lifetime […]

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The 2020 StrategyAudit blog scorecard.

strategyaudit — Sun, 03 Jan 2021 22:11:37 +0000

Which StrategyAudit posts gathered attention during 2020? The StrategyAudit blog, and supporting research is both a personal archive of ideas, that vary from complete to really half-baked, a recitation of the things I see and learn from those I work and interact with, and the lessons that come from those interactions. Over the course […]

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How to avoid brand suicide

strategyaudit — Tue, 29 Sep 2020 20:20:18 +0000

Any marketing activity falls somewhere on a continuum between tactical and strategic. Most are trying to generate activity and profit today, as well as investing in your brand for the long term. Getting the balance wrong is delivering your brand to the slaughterhouse. The competitive world we live in now puts increasing pressure on tactical […]

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9 simple but vital customer metrics

strategyaudit — Fri, 01 May 2020 01:37:52 +0000

11 things you have to get right to successfully rebrand.

strategyaudit — Sun, 12 May 2019 21:03:39 +0000

The 7 foundations of a successful enterprise

strategyaudit — Thu, 30 Aug 2018 23:43:15 +0000