How do we use the outputs of Brand & Channel Strategy?
The Goals, Objectives and Strategic Tasks output (the GOST) captures the key business choices we make in Brand & Channel Strategy in a single integrated picture. Too often business leaders are tasked with signing off on strategies that do not clearly demonstrate the rationale for the strategic choices made. The GOST is a powerful integrating output that helps business leaders test the robustness and internal consistency of each individual strategy. They can assess are the goals for the brand are appropriate given its role in the Portfolio Strategy? They can judge are we asking too much of the brand or channel or too little? The business leadership can also judge the quality of thinking behind which behaviors will be changed and how?