Evolving Global Brand Planning for a High-Performing Product
The Challenge.
A global brand team overseeing a successful specialty care product was preparing for its next planning cycle. While performance remained strong, the team wanted to avoid repeating the previous year’s activity by default. They recognised the need to refocus on what would truly drive impact — and to strengthen collaboration, prioritisation, and confidence across a wide cross-functional group.
What We Did.
We worked with the global team to reframe brand planning as an opportunity to sharpen focus, rather than increase workload. Our support focused on using existing processes more effectively, and included:
- Running a ‘last-year audit’ workshop to assess what had truly delivered value — and where effort could be redirected
- Incorporating new insights from stakeholder feedback, market dynamics, and performance data to reframe the Remain in Market opportunity — moving from preservation to acceleration
- Facilitating strategy sessions to identify the vital few areas where renewed investment would deliver the greatest return
- Streamlining the company’s existing brand planning process to support earlier prioritisation, clearer decision-making, and better cross-functional contribution
- Using Perceptor Vision to surface behavioural blockers to alignment, ownership, and timely decision-making
- Coaching global brand leads on how to create clarity and momentum around fewer, higher-impact initiatives
Impact.
The global team entered the new planning cycle with greater clarity, stronger alignment, and a refreshed sense of ownership. Outcomes included:
- Refined planning process adopted by the global team, and subsequently rolled out to 7 local affiliates
- Planning cycle shortened by 4 weeks, driven by earlier alignment and faster functional sign-off
- 30% improvement in Perceptor Vision scores related to collaboration, role clarity, and decision-making confidence
- 25% reduction in total initiatives, allowing deeper focus on those with the highest potential impact
- Described by the global lead as “the most focused and energising planning cycle we’ve had in years”