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BRAND LEARNING launch pioneering marketing capability assessment, tracking and benchmarking tool at Oxford Retail Futures Group, Saïd Business School

BRAND LEARNING, the leading international expert in marketing capability development, has launched a pioneering new tool capable of becoming the new industry standard for marketing capability assessment, tracking and benchmarking.

The BRAND LEARNING Radar™ was launched at a meeting of the Oxford Retail Futures Group at Saïd Business School, University of Oxford, on 27th May 2010. It will allow companies to measure the effectiveness of investing in marketing team development and consequently play a key role in supporting the status of the marketing department in company boardrooms globally.

BRAND LEARNING Radar™ has been developed by a team of world-class marketing practitioners, quantitative researchers and academics to expand understanding of the marketing capabilities that most strongly influence the business performance of people, teams and organisations.

The BRAND LEARNING Radar™ methodology has been tested and refined over the past year in a pilot which included Unilever, Sara Lee and British Gas. It is currently in field with several multinational companies seeking to assess and benchmark their business units and/or markets to gain a quantitative assessment of the impact of their capability development programmes.

The methodology leverages BRAND LEARNING’s experience in building marketing capabilities in over 50 multinational companies globally. At its heart is a rigorous quantitative assessment of the marketing organization, encompassing behaviours, processes and skills. This is supplemented by qualitative research among key stakeholders and in-depth insights by BRAND LEARNING to provide practical implications and recommendations.

Commenting on the launch of the BRAND LEARNING Radar™ Nevine El Warraky, partner and board director BRAND LEARNING said: “Our passion is to transform the marketing capabilities and commercial performance of people, teams and organizations across the world. We want The BRAND LEARNING Radar™ to become the trusted industry standard for assessing, tracking and benchmarking these areas and appearing on the KPIs of CEOS and marketers responsible for marketing capability development globally.“

Dr Richard Cuthbertson, Research Director, Oxford Institute of Retail Management at Saïd Business School, University of Oxford described the BRAND LEARNING Radar™ as “an excellent new approach designed for the task of making marketing a more effective driver of commercial performance and growth. In particular, the distillation of organizational marketing capabilities and highlighting that these depend heavily upon strategic clarity and team engagement, as well as the usual functional capabilities, is to be commended.”

For more information, click here or email radar@brandlearning.com