External review of a portfolio of brand plans

THE SITUATION

Brand teams had invested significant time in their annual plans, but the final documents varied in strategic quality. Some were rich in analysis and activity while leaving the central choices, trade-offs and implications harder to see. The organisation wanted an experienced external perspective before the plans went to senior leadership.

WHAT WE DID

• Reviewed each plan through a senior external lens, testing the strategic logic, use of evidence and executive readiness.

• Assessed whether the plan made genuine choices, connected insight to action and distinguished strategy from activity.

• Provided direct feedback on slide logic, narrative flow, decision points and areas that would not withstand leadership scrutiny.

• Identified recurring issues across the portfolio, including capability gaps and limitations in the planning template.

WHAT CHANGED

Teams received clear feedback while there was still time to improve their plans. Strategic choices became easier to see, the story became tighter and leadership could engage with the decisions rather than work through dense background material. The cross-plan review also gave the executive team a clearer view of where the wider planning process needed to improve.