Brand teams need to be passionate about doing the best for their brand and be fully immersed in many aspects of day-to-day performance management. Bringing a team member not involved in the brand to act as a ‘nominated antagonist’ supports challenger thinking. The antagonist is encouraged to uncover the basis for assumptions and decisions, point out potential gaps or missing pieces of information and generally be a counterpoint to the brand team. It is important that this person has the experience to understand what success looks like and understands the brand objectives, so they can provide strong supportive challenge.
Using these three approaches, together with the performance measurement metrics available, keeps brand plans current and guide team insight-led decision making. There is still a need for a larger-scale brand review at the appropriate time in the year to help with resource planning and budget management but this becomes a more fruitful exercise when arrived at with a team already actively reviewing and refreshing the plan on an ongoing basis.