The brand strategy Toolkit: The two-by-two matrix

One of the most beloved and often-used tools at a brand strategist’s disposal, the two-by-two matrix was initially developed by the pioneers of game theory as a way of presenting strategic alternatives.

Once you strip away all the nonsense, ‘brand strategist’ is really just a semi-fancy term to describe someone who thinks about brands for a living. Over time, those of us who practise this dark art accumulate a toolkit of instruments to help structur