Learn · every claim sourced
Plain-language foundations, primers and guides on integrated marketing communications, with a source for every claim. New here? Begin with the short reads below.
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Enter a budget and a context (consumer brands, B2B or financial services) to see the split between long-term brand building and short-term sales activation that the evidence suggests as a starting point: 60:40, 46:54 or 80:20.
The page a planner hands to a creative team: the problem the work must solve, the audience and the insight, the single proposition and its proof, the tone, and what the work should make people think, feel and do. From the account-planning tradition and the industry's briefing guides.
One sentence that says who the brand is for, what it is, what it does better than the alternative and why anyone should believe it. The fill-in-the-blank form credited to Geoffrey Moore, checked against Keller's points of parity and difference.
Eight boxes that write down what a brand stands for and how it shows up: purpose, vision, values, positioning, personality, promise, proof and distinctive assets. Drawn from Aaker, Keller and Kapferer, with distinctive assets after Romaniuk.