Marketing resources

Downloadable resources to raise your game in marketing, creative and e-Commerce.

Hello.

The marketing resources page is where we share FREE resources for anyone looking to raise their game.

And when we say free, we mean free.

No sneaky e-mail sign-ups required to access these. We don’t see those as a smart way of playing the game, more a way to annoy customers. So we don’t do that.

And anyway, having access to the tools only helps you get started. It’s what you do with the marketing resources that helps your business grow. 

And that’s where can support you.

Check out our coaching and consulting services or contact us directly to see how we can work with you to use these tools to grow your business.

Are you ready to raise your game?

Note : If you’d like any of the resources in another format such as Powerpoint , Keynote, Excel or Numbers, please drop us an e-mail. 

A-Z Resources quick links

Downloadable resources (by date)

Brand identity pyramid
Click to download the png

Your brand identity is a collection of intangible and tangible assets that define your brand and what it stands for. 

The Brand pyramid is a way of organising these assets, with starts with the vision and essence at the top. 

The next “level” covers design rules

The next level of the pyramid covers the rationale – the Reason to Believe, the Reason Why and the benefit

The bottom level of the pyramid covers the target audience and the competition

Date added : 18th September, 2020

Brand identity diamond
Click to download the png

Your brand identity is a collection of intangible and tangible assets that define your brand and what it stands for. 

The Brand Diamond is a way of organising these assets, with starts with the positioning statement, and the. brand essence and core values and personality at the centre.

The next “layer” covers tangible brand assets like the brand name, colour palette, key audio, sales story, key visual and icon

The outer layer covers key elements of the marketing mix – the product, packaging, price, promotion, communications and key brand imagery

Date added : 18th September, 2020

Brand identity wheel
Click to download the png

Your Brand Identity is a collection of intangible and tangible assets that define your brand and what it stands for. 

The Brand Wheel is a way of organising these assets, with starts with the brand essence and core values at the centre.

The next “layer” covers the personality of the brand; facts / icons / truths / beliefs and product elements.

The outer layer covers key elements of the brand from the consumer point of view – how it makes them think and feel, as well as the benefits

Date added : 18th September, 2020

Customer Experience Journey Map
Click to download the png

The Customer Journey Map is used in the customer experience development process. It assumes customers follow a series of interactions towards a purchase and then beyond into when they become a loyal consumer.

It’s similar to the brand choice funnel, but it’s written from the consumer point of view of the consumer. 

Your aim is to fill in examples of needs or pain points at each stage. And then, the relevant online and offline touchpoint that consumers use at each stage. 

Date added : 21st August, 2020

Customer Experience Personal Template Blank.001
Click to download the png

Personas are portraits of a particular segment used in the customer experience development process. 

These portraits use images and fact-based descriptions of the type of individual to bring them to life.

They collate demographic, occasion and attitude and behaviour type information.This information helps marketers and agencies to put themselves in the shoes of the consumer. 

Date added : 20th August, 2020

Digital business model shown RESTART - reach, engage, sell, technology, analysis, resource and transformation
Click to download the png

The scope of digital can go very wide. It can be a challenge to know where to start and to know if you have covered all the things you need to. 

Our digital business model guide takes you through our RESTART model.

RESTART stands for reach, engage, sell, technology, analysis, resource and transform and these seven steps cover the key elements you need for a successful digital business model. 

Date added : 12th August, 2020

Brand identity book contents
Click to download the png

When you develop your brand identity, it is useful to collate all the relevant brand assets into a single document. 

This brand book and style guide serves as a way to ensure consistency of all brand assets. Our brand book contents checklist can help you make sure you have everything in there that should be there.  

Date added : 24th July, 2020

Business case to launch plan - marketing innovation
Click to download the png

As part of your marketing innovation process, when your business case is approved, there’s still a lot of work to do before you launch. 

Our quick innovation launch checklist template helps you identify the key parts of the plan you need before you go to launch. 

Date added : 15th July, 2020

Idea generation to idea screening template
Click to download the png

As part of your marketing innovation process, it’s likely that you’ll have sessions where you look to create lots of ideas through brainstorming and creative thinking

Our quick innovation idea screener template helps you capture and organise these ideas, so you can start to prioritise which ideas you want to move forward with. 

Date added : 15th July, 2020

Conference Call Buzzword Bingo Sheet - Cover sheet
Click to download the pdf

What we say at work and what we want to say are not always the same thing. And nowhere is that more true than on the business purgatory that is most conference calls. 

Play buzzword bingo on your next call with the “what you say” SFW version.

Or the “what you want to say” NSFW (contains some swear words) version.

12 separate bingo sheets on one pdf.

Date added : 23rd June, 2020

Market segment attractiveness calculations
Click to download the png

Part of the segmentation, targeting and positioning process, use this tool to identity the variables and prioritise the attractiveness of each segment. 

Date added : 23rd June, 2020

Brand Benefit ladder - Product feature, functional benefit, consumer benefit, emotional benefit
Click to download the png

Part of the segmentation, targeting and positioning process, use this tool to define the benefit that will sit in your brand positioning statement. 

The four levels of benefit work together from the product feature level up to the emotional benefit to the consumer. 

Date added : 23rd June, 2020

Frame of reference tool to be used to define category with small circle of narrow definition and large circle for broad definition
Click to download the png

Part of the segmentation, targeting and positioning processs, use this tool to help define the category you operate in.

Define who your competitors are. Decide whether to go for broader definitions and bigger prizes or narrower definitions and less competition. 

Date added : 10th June, 2020

Market research before and after COVID-19 checklist - they are the same except after COVId-19, don't bang on about the new normal
Click to download the png

A tongue in cheek market research checklist to show that a lot of market research methodology will stay the same after COVID-19.

The challenge will still be to build empathy with consumers. But you need to do that without banging on about the new normal.

Read the blog post behind this checklist for more detail. 

Date added : 10th June, 2020

3 steps of the process - Segmentation - divide the total marketing, targeting - pick the most attractive, positioning - build your brand
Click to download the png

Use this tool as a reference when you look to carry out segmentation, targeting and positioning

1 page process map with the key action at each step and an example of what the output can look like. 

Date added : 9th June, 2020

The brand development process
Click to download the png

Use this tool as a reference when you look to build your brand strategy

1 page process map with the key action at each step and the rationale / outcome expected. 

Date added : 9th June, 2020

5 tough question for your market research company
Click to download the pdf

Use this tool when looking to choose a market research company or evaluating or reviewing your current supplier. 

7 pages including the questions and a guide to evaluate HOW they answer the question. For each question, we break down why ask this question, what would be in a good answer and watch-out that would be poor answers.

Great market research companies will be able to answer these questions well.

Date added : 19th May, 2020

Market research brief template
Click to download the pdf

Use this tool when working with your market research company to brief them on market research related tasks.

3 pages including a blank template, a guide to completing each section and an example brief from the vegan ice cream case study in our secondary research skill guide.

Date added : 5th May, 2020

Marketing Communication brief - blank template
Click to download the pdf

One of our key marketing resources. To be used when working with your brand agency to brief them on communication related tasks, particularly advertising and media

2 pages including a blank template and a guide to completing each section.

It does require the creation and collation of key facts across brand identity, business goals and setting the communications challenge and project expectations. 

Date added : 23rd April, 2020. Version 2 added : 24th July, 2020

D2C Online Store Status dashboard
Click to download the pdf

Use this tool  as a project dashboard if you are setting up your own online D2C store.

2 pages including a blank dashboard and a guide to finding more information on each task.

It lists the key tasks across the strategy and plan, the store marketing and sales tasks, the order to delivery process and the management of the store once it has launched.

Date added : 15th April, 2020

Covid 19 Special Edition Buzzword Bingo download
Click to download the pdf

Safe For Work version – Safe to use in all circumstances. With all ages and senses of humour. Why not to use these terms in these challenging times.

One of our most popular marketing resources. 

Date added : 8th April, 2020

Covid 19 Special Edition Bullshit bingo download
Click to download the pdf

Not Safe For Work version –  though this depends on where you work.

The bingo sheet terms are the same as the SFW versions.

But the glossary has added much more colourful language. Only for people who are comfortable with swearing. A LOT of swearing. Why not to use these terms in these f***ing challenging times. 

Date added : 8th April, 2020

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