WhichWayUp programmes are in-depth engagements designed to diagnose and resource the opportunity for stronger marketing delivery

Programmes focus on building the understanding and capability needed for marketing activity that drives performance across the business

WhichWayUp Diagnostic

A structured review of the opportunities for marketing to drive stronger business performance

    • Stakeholder interviews to understand business strategy, priorities and constraints

    • Workshops exploring Customer, Capability and Culture in the context of growth

    • Review of current marketing approaches, outputs and ways of working

    • Identification of the gap between current activity and what is required

    • Clear direction, priorities and actions to improve effectiveness

    • At the start of a new strategic cycle or business transformation

    • Following a merger, acquisition or significant organisational change

    • When growth expectations have changed and marketing needs to respond

    • When leadership needs clarity on the role marketing should play

Finding Your Way Up

Define, train and embed the way of marketing that will deliver better performance for your organisation

    • Review of current ways of working, skills and outputs

    • Development of clear marketing principles and frameworks

    • Creation of practical tools and a usable playbook

    • Training and capability-building across the team

    • Embedding the approach into day-to-day marketing activity

    • Marketing capability is inconsistent across teams

    • Good thinking exists but isn’t applied consistently

    • Teams lack shared frameworks for decision-making

    • Organisations want to improve the effectiveness of marketing overall

Brand Centre-of-Gravity

Brand strategy and positioning ready for today’s world of fragmented customer experiences

    • Exploration of category context and customer expectations

    • Review of current brand strategy, positioning and activation

    • Definition of clear brand positioning and strategic role

    • Identification of how brand needs to show up across company teams and customer touchpoints

    • Brand is inconsistently applied across the organisation

    • Different teams interpret the brand in different ways

    • Customer experience feels fragmented

    • Leadership wants brand to play a stronger role in growth