EBJ INSIGHTS / EXPLORE A TOPIC

Strategy

A sharper question can change the direction of the work. Perspectives on briefs, positioning and choices worth making.

Published guide

Taking a Canadian brand into the US: a marketing readiness review

Before increasing geographic reach, check whether the offer, delivery, pricing context and customer journey make sense to a new market.

Published guide

Translate broad positioning into a specific buyer problem, a credible promise and evidence that stays consistent across ads, pages and proposals.

Published guide

Compare agencies on decisions, delivery, evidence and account ownership before impressive presentations turn into a difficult working relationship.

Published guide

A worked example shows why an inexpensive lead can become an expensive customer—and how to build a budget without false precision.

Published guide

Turn a growth target into a realistic quarter of decisions, delivery and learning—with a practical plan a small team can actually run.

Editorial preview

Before choosing channels and deliverables, decide whose behaviour needs to change and what is preventing it. That is where a useful brief begins.