Route planner

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Question - how do I ensure that my plan is implemented?

Answer #1 - make sure that you have the buy-in of all the people who must implement it. For more details on one approach to this, click here.

Answer #2 - capture the plan in a tool that focuses on the EXECUTION of the plan, not on the whys and wherefores of the strategy itself. You can leave that in the brand plan.

Key action points

We have been working on a brand marketing planning tool for nearly two years. Called the Route Planner, this has been designed to complement our Road Map brand audit tool set.

So, in one set of tools, you have precise analysis of your performance and opportunities in the market place, in the other you have a plan for EXECUTION.

We have come down to the fact that, once a plan is proposed and accepted, you must DELIVER it and, if you do not, you must have a pretty good EXPLANATION as to why not.

So, our Route Planner does not bother to go into the whys and wherefores (this has already been done), only into:

1. what you will deliver
2. how you will deliver it
3. whether you are delivering it and, if not:

   • what the problem is
   • what you are doing about it.

The Regular version is designed to be short. You could complete it while only have an outline plan, but it does focus you on delivery.

The Maxi version is detailed, and to get there you would have to have really thought through those issues.

Some additional detail ....

This tool is designed to map your brand marketing plan in terms of EXECUTION:

1. what results do you commit to?
2. what strategies will you use to achieve these results?
3. are you delivering these results?
4. why not? - explore the second-level strategies/tactics
5. what are you going to do about it?

The tool is based on a simple Balanced Scorecard concept.

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• France tel: +33 (0)1 76 63 74 09
• UK tel: +44 (0)208 099 7385

or by e-mail at enquiries@mudvalley.co.uk.

© 2005, Mud Valley ™ brand marketing community.

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