The 8 Fundamentals · Free diagnostic
How effective is your marketing,
really?
Rate each statement from 1 (strongly disagree) to 5 (strongly agree), as your business actually behaves, not as you'd like it to.
- F1
Growth is built on reaching new buyers, not increasing loyalty.
- F1
Most of our growth target comes from new buyers, not existing customers buying more.
- F2
We make a specific, credible promise, not a vague purpose.
- F2
The whole organization is resourced to keep that promise.
- F3
We know our category entry points and build links to them.
- F3
Our brand looks like itself everywhere: ad, search, shelf, site.
- F4
We measure distinctive assets before changing them.
- F4
We keep continuous presence rather than bursts and going dark.
- F5
We invest in the 95% not yet in market, not just the ready 5%.
- F5
Leadership treats advertising as a weak force, and plans so.
- F6
Our brand to activation split fits our context (not 90/10).
- F6
We hold our nerve through the 3 to 12 month handover point.
- F7
We fund brave, emotional creative rather than safe and rational.
- F7
Our brand cues live inside the creative that earns attention.
- F8
We know our ESOV and protect media dollars from being eaten by tools.
- F8
We hold or increase investment when competitors cut.
Answer all sixteen to see your score. It's free, and no email needed.