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Scoped, implemented and upskilled team on a new strategic planning process - Labyrinth Marketing
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Brand Planning

Brand Strategy & Bring To Life

Step Change Projects

The brief

To step-change the strategic thinking of Henkel’s UK Haircare division, by developing a new strategic planning process for U.K. local market and upskill team to embed the new process and develop their long term strategic thinking.


What makes Labyrinth different is that we don’t just write a plan/process and leave… we stick around, roll up our sleeves and show what we’re doing and why. Which is what we brought to this project; we combined consulting with training & mentoring to empower the team with the skills and confidence to adopt the new process and develop robust long-term strategic plans.

We started with an audit of previous plans and then scoped a new process: devising templates, timings, check-in points and a series of workshops that provided both the training and the ‘doing’ strategic thinking for each of their brands.

Allowing the team to focus on the strategy, we also provided extra resource to mine recent data sources. We identified key findings (applying the ‘so what?’ and ‘now what?’ stress test) ready to feed this insight into the strategic planning process.



Head of Marketing

Brand owners and team


Upskill – upskilled the team throughout the planning process, thinking more long-term and able to define strategic tasks, vision and objectives.

Bring plans to life – provided inspiration on how to sell-in and gain alignment with their wider teams and sales force, to make the strategy come to life.

Variety of approaches – introduced templates and built a bespoke process that worked for the local team with the inputs and terminology the team receive from global and agency partners. Efficient use of workshop time that combined both training and hands-on crafting of the strategic plans.


  • Created a new strategic planning process and templates, to be used for this and future years strategic planning process
  • 5 x Robust strategic plans, across 2 categories
  • Identified actionable insight through data mining
  • Upskilled the team in long-term strategic thinking

Case Studies

Find out more about the brands and businesses we have helped.

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What is your challenge?

Whatever your challenge, our diverse cross-sector experience means we can bring you stretched thinking and fresh perspective.

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