Making sense of marketing

WhichWayUp turns marketing into a driving force for better business performance by defining and embedding your unique “way” of marketing: 

Venn diagram with three circles labeled Culture, Customer, and Capability. Pink arrows indicate a cycle from Culture to Customer to Capability and back to Culture.

  1. WhichWayUp Diagnostic: Identify where and how marketing can drive better and more holistic performance

  2. Your Way Up: Conne business strategy with marketing best-practice to codify and create your unique “way of marketing”

  3. Centre-of-Gravity: Embed that “way” into the business; building Capability, Culture and Customer activation fit for today’s world of fragmented brand experiences

Learn more
Pink abstract neon light streaks on black background, forming a loose oval shape.

The problem?

Text graphic with the phrase "social media marketing has become" in pink and white on a black background, with pink arrows pointing to the text.
Text on black background defining discombobulated as confused, upset, disoriented.

Why the confusion?

Text listing three common issues in marketing: 1. A lack of definition, 2. Silos and specialisms, 3. Limited expertise, each with explanations.

so what to do?

Find The Sweetspot

Which Way Up identifies the direction marketing must take to become a driving force of holistic business performance

Finding the sweetspot across three critical forces of Customer, Capability and Culture ensures that solutions are holistic and break down the silos which limit marketing effectiveness

Discover The Sweetspot

“A real strength in operating with ambiguity; you can deal with it and work with it. And you hold up the mirror, and challenge, but you deliver messages in a way which I can deal with!”

Marketing Director