Campaign strategies are some of the most brilliant documents you will come across. However, the best ones must have two key elements – first, an action plan for implementing the strategy; and second, flexibility to update the strategy over time...

When you first launched your brand, was the aim to make lots of money? Or was something else driving your decisions? Although a focus on profits is central to brand survival, the reason for the creation of new products and services is usually far deeper than this...