Powerfully Differentiated Brands • Driven By Brand-Centric Organizations • Managed By Exceptional Marketing Teams

“People do what their management makes important. To improve your organization's practices, benchmark what groups of people are doing and then hold their managements accountable for raising the bar. Then, test again to assess gain. If you didn't get a gain, light a fire in the boss' trousers.”

Dan Adams
President and founder

Best Practice Tracking Tool For Leaders

What It Is

• Benchmarking & Tracking Tool: Baseline & Other company norms for comparison
• Drives Brand championship at senior levels
• Level Of Best Practices by Key Group: 120 questions in 15 SCALES (Areas of Focus)
• Custom Questions as desired

EMO Scales

• Marketing Mission & Priorities: Deals with the clarity of Marketing's role, how well it is focused on brand equities in the company's portfolio and its interdependency with other departments.
• Objective-Setting & Planning: Addresses the extent to which Brand and consumer issues are taken into account along with financial objectives as well as on the efficiency of the process.
• Brand Strategy & Discipline: Examines the organization's policies, priorities and tools for planning, building and tracking its brand equities.
• Global Brand Management: Deals with the issue of how proactively the organization is managing its brand equities in the emergent global community.
• Investment & Spending Approach: Examines the organization's approach to setting appropriate levels of marketing investment
• Marketing Communications: Looks at the professionalism of the organization's agencies and of its communications planning and development practices.
• Agency Relations: A direct look at how the company interacts with its agencies
• Advertising Development Practices: An in-depth examination of the company's approach, style and methods for directing the development of its advertising.
• Promotion, Packaging & Pricing: Deals with the extent to which these areas are managed with appropriate strategic direction and attention to brand and consumer issues
• Marketing Research Practices: Deals with the professionalism and value-add of the firm's research partners and practices.
• Product Development: Addresses the extent to which the organization's product development practices, priorities and methods create competitive advantage.
• Marketing and R&D Relationships: How well and collaboratively these two groups work together.
• Marketing and Sales Relationships: The alignment and functional collaboration between these two departments.
• Marketing Professionalism: Gauges the company's overall focus on marketing best practice and its policies and strategies for obtaining it.
• Marketing Effectiveness: Gauges the company's overall marketing effectiveness compared to similar companies.