


Trends and PEST analysis

The nine-box matrix

Brand measurement

Brand valuation

Chekhov’s Gun / the SFW test

Service Blueprints, Customer Journeys and Brand Experience Mapping

The Brand Funnel

USPs, CVPs and EVPs

Vision, Mission and Values

Brand archetypes

The Opportunity Model

SWOT analysis

Jobs To Be Done

The Kano model

The GROW model

The Balanced Scorecard & Strategy Map

The Golden Circle

Branded House and House of Brands

Behaviour change

The Pareto principle

Maslow’s hierarchy of needs

The ‘As Opposed To’ test

The Five Ws
