The scale is an attempt at providing  a scale for various types of sales activation and brand building tactics. 

It builds upon the excellent work of Les Binet and Peter Field that for many companies has been seminal in their approach to marketing.

We created it to hopefully inspire and bring a common language to marketing teams. It’s not black and white. Very few ads do just one thing. And of course, it is always recommended to strike the right balance. 

Watch the video below and download the PDF for an explanation of the scale. Please feel free to contact us with feedback and discussion points.