Principles of brand planning to drive action

Tom Dalton in this video demonstrates the key principles that OxfordSM use, when it comes to Annual Brand Planning. Firstly it needs to be rooted in the philosophy of the business. It talks about the importance to understand, what drives success in the business, how the business measures itself, how the value chain works and how the global and local model works, to unlock better decisions. He shares the second principle around focusing on cross functional ways of working, to ensure template filling supports decision making. Tom Dalton talks about the third principle around embedding plans in the business to avoid failure, to ensure senior leaders are involved in the process, and that the right language is used, to make sure the Annual Brand Plan becomes a living document, in the day job. The final principle shared, is the importance of using the Annual Brand Plan, in supporting the quality of the decision making, commercial teams are asked to take, by using the right tools and resources. He argues that a good integrated planning ecosystem with language, process, timings and capability support, can unlock how the organisation thinks and works, ensuring Consumer Centricity, is at the heart of the process.