marketing

Brand Architecture

```

BRAND ARCHITECTURE MODELS:

BRANDED HOUSE:

• Single master brand
• All products under one umbrella
• Example: Google (Google Maps, Gmail, etc.)
• Pro: Brand equity transfer
• Con: Risk concentration

HOUSE OF BRANDS:

• Independent brand identities
• Parent company invisible
• Example: P&G (Tide, Pampers, Crest)
• Pro: Risk isolation
• Con: No equity leverage

ENDORSED BRANDS:

• Sub-brands with parent endorsement
• Example: Marriott (Courtyard by Marriott)
• Pro: Balance of independence and credibility

SUB-BRANDS:

• Parent-driven with modifiers
• Example: Apple iPhone, iPad, iMac
• Pro: Clear hierarchy, shared equity

```

Brand Positioning Framework

```

POSITIONING STATEMENT:

For [target audience]

Who [need/want]

[Brand] is the [category]

That [key benefit]

Because [reason to believe]

Unlike [competitive alternative]

BRAND PYRAMID:

PURPOSE

/ \

VALUES \

/ \

PERSONALITY \

/ \

EMOTIONAL BENEFITS \

/ \

FUNCTIONAL BENEFITS \

/ \

ATTRIBUTES/FEATURES--------

```

Brand Health Metrics

| Metric | Measurement | Frequency |

| ------------------ | ------------------------------ | --------- |

| Awareness | Aided/unaided recall | Quarterly |

| Consideration | Would consider purchasing | Quarterly |

| Preference | Preferred over competitors | Quarterly |

| NPS | Net Promoter Score | Monthly |

| Brand Equity | Dollar value of brand | Annually |

| Share of Voice | Media mentions vs. competitors | Monthly |

Research Methodology Selection

| Method | When to Use | Sample Size | Timeline |

| ----------------------- | ----------------------------- | ----------------- | --------- |

| Surveys | Quantify attitudes, behaviors | 400-1000+ | 2-4 weeks |

| Focus Groups | Explore opinions, reactions | 6-10 per group | 2-3 weeks |

| In-depth Interviews | Deep understanding | 15-30 | 3-4 weeks |

| Ethnography | Observe real behavior | 10-20 | 4-8 weeks |

| A/B Testing | Compare options | 1000+ per variant | 2-4 weeks |

| Social Listening | Track conversations | N/A | Ongoing |

Customer Journey Mapping

```

JOURNEY STAGES:

AWARENESS

• Channels: Advertising, PR, social, content
• Touchpoints: Ads, articles, reviews, WOM
• Emotions: Curiosity, interest
• Metrics: Reach, impressions, awareness

CONSIDERATION

• Channels: Website, search, comparisons
• Touchpoints: Product pages, demos, trials
• Emotions: Evaluation, uncertainty
• Metrics: Traffic, engagement, leads

PURCHASE

• Channels: E-commerce, retail, sales
• Touchpoints: Cart, checkout, contract
• Emotions: Anxiety, excitement
• Metrics: Conversion, AOV, close rate

RETENTION

• Channels: Email, support, community
• Touchpoints: Onboarding, support, updates
• Emotions: Satisfaction, frustration
• Metrics: Retention, NPS, CSAT

ADVOCACY

• Channels: Social, reviews, referrals
• Touchpoints: Sharing, reviews, referrals
• Emotions: Loyalty, enthusiasm
• Metrics: Referral rate, reviews, UGC

```

Segmentation Approaches

| Type | Basis | Examples |

| ----------------- | ------------------ | ------------------------------- |

| Demographic | Who they are | Age, income, education |

| Geographic | Where they are | Region, urban/rural, climate |

| Psychographic | What they value | Lifestyle, attitudes, interests |

| Behavioral | What they do | Usage, loyalty, occasions |

| Needs-based | What they need | Jobs to be done, pain points |

| Value-based | What they're worth | CLV, profitability |

Segmentation Framework

```

EFFECTIVE SEGMENTS ARE:

• Measurable: Size and characteristics quantifiable
• Substantial: Large enough to be profitable
• Accessible: Can be reached effectively
• Differentiable: Respond differently to marketing
• Actionable: Can design programs for them

SEGMENT PRIORITIZATION:

| Segment | Size | Growth | Profitability | Fit | Priority |

|---------|------|--------|---------------|-----|----------|

| A | | | | | |

| B | | | | | |

| C | | | | | |

```

Persona Development

```

PERSONA TEMPLATE:

NAME: [Representative name]

PHOTO: [Stock image]

DEMOGRAPHICS:

• Age, gender, location
• Income, education
• Family status, occupation

PSYCHOGRAPHICS:

• Values and beliefs
• Interests and hobbies
• Media consumption

GOALS & CHALLENGES:

• What they're trying to achieve
• Pain points and frustrations
• Barriers to success

BUYING BEHAVIOR:

• Decision criteria
• Information sources
• Objections and concerns

QUOTE:

"A representative statement that captures their perspective"

```

Channel Strategy

| Channel | Best For | Key Metrics |

| ---------------- | ---------------------------- | ----------------------------- |

| SEO | Long-term traffic, authority | Organic traffic, rankings, DA |

| SEM/PPC | Immediate visibility, intent | CTR, CPC, ROAS |

| Social Media | Awareness, engagement | Reach, engagement, followers |

| Email | Retention, conversion | Open rate, CTR, conversions |

| Content | Authority, SEO, nurture | Traffic, time on page, shares |

| Display | Awareness, retargeting | Impressions, viewability, CTR |

| Affiliate | Performance-based reach | Conversions, revenue, CAC |

Marketing Funnel Metrics

```

AWARENESS → INTEREST → CONSIDERATION → PURCHASE → LOYALTY

TOFU (Top of Funnel):

• Impressions
• Reach
• Website visitors
• Social followers

MOFU (Middle of Funnel):

• Leads generated
• MQLs
• Content downloads
• Email subscribers

BOFU (Bottom of Funnel):

• SQLs
• Opportunities
• Conversion rate
• Revenue

POST-PURCHASE:

• Retention rate
• NPS
• Repeat purchase rate
• Referrals

```

Marketing Technology Stack

```

CORE SYSTEMS:

CRM: Customer data management

• Salesforce, HubSpot, Dynamics

MAP: Marketing automation

• Marketo, Pardot, HubSpot

CMS: Content management

• WordPress, Adobe Experience Manager

ANALYTICS: Performance measurement

• Google Analytics, Adobe Analytics

CDP: Customer data platform

• Segment, Tealium, Adobe CDP

ADDITIONAL TOOLS:

• Social management (Sprout, Hootsuite)
• SEO tools (SEMrush, Ahrefs)
• Email (Mailchimp, Klaviyo)
• Advertising (Google Ads, Meta)
• Personalization (Optimizely, Dynamic Yield)

```

Content Pillars Framework

```

CONTENT PILLARS:

Strategic themes that align content with brand positioning

PILLAR STRUCTURE:

| Pillar | Audience Need | Business Goal | Content Types |

|--------|---------------|---------------|---------------|

| 1 | | | |

| 2 | | | |

| 3 | | | |

CONTENT MATRIX:

| Stage | Educational | Entertaining | Inspiring | Convincing |

|-------|-------------|--------------|-----------|------------|

| Awareness | Blog posts | Videos | Stories | |

| Consideration | Guides | Webinars | Case studies | Comparisons |

| Decision | | | Testimonials | Demos |

```

Content Calendar

| Element | Frequency | Owner |

| --------------- | --------- | ------------ |

| Blog | 2-4x/week | Content team |

| Social | Daily | Social team |

| Email | Weekly | Email team |

| Video | Weekly | Creative |

| Webinar | Monthly | Demand gen |

| White Paper | Quarterly | Content team |

Marketing Metrics Framework

| Category | Metric | Formula |

| --------------- | ---------------- | --------------------------------------------- |

| Acquisition | CAC | Total marketing spend / New customers |

| | CPL | Marketing spend / Leads |

| | ROAS | Revenue / Ad spend |

| Engagement | CTR | Clicks / Impressions |

| | Engagement Rate | Engagements / Reach |

| | Time on Site | Average session duration |

| Conversion | Conversion Rate | Conversions / Visitors |

| | Lead-to-Customer | Customers / Leads |

| | Cart Abandonment | Abandoned / Started |

| Value | CLV | Average value x Purchase frequency x Lifespan |

| | CLV:CAC | Customer lifetime value / CAC |

| | Marketing ROI | (Revenue - Cost) / Cost |

Attribution Models

| Model | Description | Best For |

| ------------------ | -------------------------------- | ------------------- |

| First Touch | 100% credit to first interaction | Awareness campaigns |

| Last Touch | 100% credit to last interaction | Direct response |

| Linear | Equal credit across all touches | Long sales cycles |

| Time Decay | More credit to recent touches | Nurture campaigns |

| Position-Based | 40% first, 40% last, 20% middle | Balanced view |

| Data-Driven | Algorithmic attribution | Large datasets |

Campaign Planning Template

```

CAMPAIGN BRIEF:

OBJECTIVE:

• Business goal (revenue, leads, awareness)
• SMART metrics (specific targets)

TARGET AUDIENCE:

• Primary segment
• Secondary segment
• Exclusions

KEY MESSAGE:

• Main proposition
• Supporting messages
• Call to action

CREATIVE REQUIREMENTS:

• Channels and formats
• Assets needed
• Brand guidelines

BUDGET ALLOCATION:

| Channel | Budget | Expected Results |

|---------|--------|------------------|

| | | |

TIMELINE:

• Planning: [dates]
• Creative: [dates]
• Launch: [date]
• Optimization: [dates]
• Wrap-up: [date]

SUCCESS METRICS:

• Primary KPI: [target]
• Secondary KPIs: [targets]

```

Campaign Optimization

```

OPTIMIZATION CADENCE:

Daily:

• Budget pacing
• Bid adjustments
• Pause underperformers

Weekly:

• Creative performance
• Audience refinement
• A/B test results

Monthly:

• Channel mix optimization
• Strategy adjustments
• Forecast updates

POST-CAMPAIGN:

• Performance analysis
• ROI calculation
• Learnings documentation
• Next campaign recommendations

```

PR Strategy Framework

```

EARNED MEDIA APPROACH:

PROACTIVE:

• News announcements
• Thought leadership
• Executive visibility
• Industry awards

REACTIVE:

• Media inquiries
• Crisis response
• Issues management
• Rapid response

MEASUREMENT:

• Media impressions
• Share of voice
• Message pull-through
• Sentiment analysis

```

Crisis Communication

```

RESPONSE PROTOCOL:

ASSESS (0-1 hour):

• Confirm facts
• Assess severity
• Notify leadership
• Activate team

RESPOND (1-4 hours):

• Holding statement
• Internal communication
• Social monitoring
• Media inquiries

MANAGE (ongoing):

• Regular updates
• Stakeholder outreach
• Narrative control
• Documentation

RECOVER (post-crisis):

• After-action review
• Reputation repair
• Process improvement

```

• [Sales](../sales/SKILL.md)
• [Product Management](../product-management/SKILL.md)
• [Data Science](../data-science/SKILL.md)