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
