1. Is your Marketing
Budget Working for
your Business?
A simple tool that relates marketing
activities to the bottom line
October 2013
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2. Successful brand custodians
resist investing in every touch
point. Instead, they identify the
most important brand touch
points by gauging what
impact they have on the
bottom line. This insight
becomes the guide for how
marketing spend is channeled.
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3. Agenda
The Challenge
The Good News
Introduction to Brand Integrated
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3

4. The Challenge
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5. marketing
spend
“half the money I spend on
advertising (marketing) is
wasted; the trouble is I
don't know which half.”
John Wanamaker
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6. groping in
the dark
Several organizations are groping in
the dark when it comes to marketing
investment
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7. light at the end
The Key Questions
of the tunnel
1. Which key touchpoints affect my business
performance?
2. How should my brand conduct itself at the key
touchpoints to positively impact my business?
3. Which are the key market segments that impact on
the bottom line?
4. Which are the main marketing activities that engage
the target market to connect with my brand and
business?
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8. light at the end
The Key Questions
of the tunnel
1. Which key touchpoints affect my business
performance?
2. How should my brand conduct itself at the key
touchpoints to positively impact my business?
3. Which are the key market segments that impact on
the bottom line?
4. Which are the main marketing activities that engage
the target market to connect with my brand and
business?
© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
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9. light at the end
The Key Questions
of the tunnel
1. Which key touchpoints affect my business
performance?
2. How should my brand conduct itself at the key
touchpoints to positively impact my business?
3. Which are the key market segments that impact on
the bottom line?
4. Which are the main marketing activities that engage
the target market to connect with my brand and
business?
© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
9

10. light at the end
The Key Questions
of the tunnel
1. Which key touchpoints affect my business
performance?
2. How should my brand conduct itself at the key
touchpoints to positively impact my business?
3. Which are the key market segments that impact on
the bottom line?
4. Which are the main marketing activities that engage
the target market to connect with my brand and
business?
© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
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11. Great organizations
constantly ask the
critical questions that
a professionally
implemented brand
and business
strategy monitor will
answer
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12. Brand
Brand Business Levers FrameworkTM
Integrated
Is your culture right for the brand?
are your staff selling the product
right?
Are you engaging? saying
the right things to the right
people in the right
manner?
Marketing
Staff
Brand
Business
Optimization
Statement
Product
Is the product right for the
market? does it require
more innovation?
Are the processes and systems
geared to build the brand and
business? are they right for the
brand and business?
Support
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13. make that great
leap forward
from good to
great!
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14. The Good News!
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15. Brand Integrated’s Brand monitor gives a
snapshot of how the brand is doing against
desired results and why
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16. About Brand
Integrated
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17. © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
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18. our integrated
approach
Step 2
Integration
Integrated strategy
formulation taking into
account core business
strategy and market
dynamics
Step 1
Interrogation
Brand business audit
across key areas
Integration
Step 3
Implementation
Integrated
implementation strategy
optimizing relevant
interventions and
channels
Measurement
• Market Share
• Brand Equity
• Profitability
• Growth
• Sustainability
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19. integrated
ecosystem
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“Unless we integrate our thinking
with that of the market– we will
have no place in their hearts and
minds “
Roberto Guizuetta – Coca Cola
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20. © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
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21. © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
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22. Let’s Talk!
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