In the past decade, the “Theory of Change” (or “Logic Model”) methodology and framework – mapping backwards from an organization’s desired outcomes to the specific resources and programming that will drive those outcomes – has gained significant traction with non-profits and other mission-driven organizations. And for good reason. The “Theory of Change” approach – created […]
Ben Cohen
Perceptual Brand Mapping: An Effective and Efficient Tool for Marketers
There is a power to pictures – and that is the reason that perceptual brand mapping can be such an effective tool for marketers. Perceptual brand mapping is the visual plotting of specific brands against X and Y axes, each representing brand attributes that are known to be drivers of brand selection. Done well, a […]
Budweiser: This Bud’s for Who?
One of my favorite commercials from this year’s Super Bowl was Budweiser’s “Brewed the Hard Way.” This was not Budweiser’s feel-good ad with the lost puppy and protective Clydesdales. This was Budweiser’s unapologetically proud “macro beer” ad, complete with a thunderous soundtrack, craft beer stereotypes, and all-caps declarations like, “Brewed for drinking not dissecting.” I […]
The Guiding Principles of Effective Strategic Planning
Strategic planning is a business activity that has major implications for an organization’s growth, given that it is the bridge between an organization’s high-level business strategy (e.g. vision, mission, over-arching strategy) and its annual financial planning activities. Without it, an organization is at risk of under-delivering on its vision and growth potential, as well as […]
Designing Effective KPIs
Key Performance Indicators (KPIs) are a critically important business tool. Not only are they an integral part of operationalizing a business’ strategy, but they also enable sound decision-making by Senior Leadership. Unfortunately, KPIs are often designed poorly, making them misused and misunderstood. We encourage you to minimize the negative impact of ineffective KPIs, and instead […]
