The Balanced Scorecard and Strategy Map

In 1996, Harvard Business School Professor Robert S Kaplan and consultant David P Norton literally wrote the book on Balanced Scorecards.

Along with Britpop, curtain hairstyles and lad culture, the Balanced Scorecard was wildly popular in the 1990s.

Or at least so it seemed to me.

I was working in brand valuation and wrestling with the idea of how to bring together financial and non-financial measures of brand performance in a single framework in a way that felt vaguely sensible. The problem is a thorny one. Financial measures