BRAND AND MARKETING
The Brand and Marketing Effectiveness Practice
The practice focuses on helping our clients build leading capability in brand and marketing of their category and optimise their effectiveness and efficiency in this complex space.
It draws on proven methodologies and ways of working developed by The Bridge over the last 6 years.
These have been adapted specifically for brand and marketing.
Our Services include:
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Brand Blueprint & customer Insights review
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Segmentation, CVP Development & Go-to-market strategies
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Loyalty review & strategy
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Integrated communication and media strategies
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Marketing operations, partnering and automation, AI, martech
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Performance marketing
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Marketing analytics and reporting
Brand & Marketing Health Check & Maturity Assessment
The four step Brand and Marketing Health Check and Maturity Assessment is outlined below.
OPERATING MODEL DISCOVERY
MACRO MARKET TRENDS
360 DEGREE REVIEW & CAPABILITY BENCHMARK
MATURITY ASSESSMENT
1. MACRO MARKET
TRENDS
Review of current issues faced by the brand in the category and identifying the key macro trends that are impacting the industry holistically
2. OPERATING MODEL DISCOVERY
Discovery phase with the client to understand the Brand and Marketing operating model and enablers, including people, partnering, process and martech.
3. 360 DEGREE REVIEW & CAPABILITY BENCHMARK
Provides detailed assessment of Brand & Marketing capability across strategy, execution and enablers, benchmarked against competitors. 360-degree interviews with all key stakeholders.
4. MATURITY
ASSESSMENT
Maturity assessment of Brand & Marketing across the value chain and operating model. Recommendations on optimising effectiveness, efficiency and capability uplift opportunities,
Marketing’s roles and responsibilities can differ significantly across brands and industries. For example, the mandate of marketing in Fast Moving Consumer Goods (FMCG) organisation is different to that in a financial services organisation. As practitioners we understand these nuances, so our discovery phase (step 2) includes understanding the mandate, KPI’s and accountability of the marketing team in the client’s organisation and how responsibilities are shared across stakeholders, both internally and externally.
We are ‘The Bridge between strategy and execution’, so we look at both dimensions of strategic and executional responsibilities as shown below. Finally, it is important to understand the people, process, partnering and martech set up to support the team. This allows a deep understanding of the client’s current state operating model.
The Brand and Marketing Operating Model
The Bridge then assess the current state operating model and capabilities that deliver to this mandate (step 3). To achieve a high-performance marketing operating model, we believe you need not only a great strategy, but also brilliant execution; strategic, executional and enabler capability are reviewed as shown in the figure below
STRATEGIC CAPABILITIES
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Insights & Segmentation
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Brand and Marketing plans
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Value Propositions
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Messaging/Narrative
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Creative
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Integrated Media
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Online CX
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Acquisition & Retention
EXECUTIONAL CAPABILITIES
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Content production
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Brand & tactical campaign delivery
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Media Channel delivery & performance
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Performance marketing
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Funnel management
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Online CX
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Performance dashboards
Partnering
Process
Depending on the roles and responsibilities of marketing, strategic capabilities could include insights, segmentation, brand, Customer Value Proposition (CVP), narrative & messaging, creative, media, funnel optimisation and retention & loyalty. There is then the executional capabilities to deliver on these strategies, as well as tactical offers and promotions, content production, campaign delivery, funnel management and reporting.
The enablers include the culture and people, but also include internal and external partnering capability for specialist support beyond the marketing department. Increasingly organisations ‘partner not build’. Enablers also include data, process, tools and systems (commonly referred to as Martech) and reporting dashboards.
The assessment involves 360-degree interviews with the marketing team and other key stakeholders to ensure a collaborative and consultative approach to the health check and buy-in to the outcomes.
The Bridge can then rate the capabilities and compare this to best practise within the category, as well as benchmarks from other industries. (Step 4) The Bridge draw on its experience across brands and industries to provide this insight.
Brand and Marketing Maturity Assessment
The steps of the marketing maturity assessment are:
Future state operating model co-design and capability uplift
From this base line health check, The Bridge can work with the client to co-design a future state operating model and capability uplift programme to address key efficiency and effectiveness issues.
Alternatively, we can focus on specific areas of the Marketing operating and assist in strategy, execution and embedment.