1.
Business scale
Annual revenue (€)What is your company's annual revenue?
€
Annual marketing spend (€)Paid media, campaigns, sponsorships and other marketing activities — excluding agency / partner fees.
€
Annual agency / partner spend (€)External agencies, consultants and partners for strategy, creative, branding or marketing support.
€
Annual production spend (€)What do you spend annually on producing campaigns, content and brand assets?
€
2.
Internal coordination cost
Senior people involved in brand decisionsHow many senior people regularly participate in brand decisions?
Avoidable alignment time / person / monthApproximately how many hours per month does each of these people spend on questions related to brand decisions?
Fully loaded senior hourly cost (€)What is the fully loaded hourly cost of a senior executive?
€
3.
Coordination cost — external
Share of wasted agency / partner time (%)What percentage of agency or partner time is typically wasted due to unclear brand direction — for example through additional briefing, alignment, revisions and rework?
%
ExampleIf roughly 1 out of 10 agency / partner hours is wasted on this, enter 10%.
4.
Reset cost — marketing
Share of wasted marketing production (%)What percentage of annual marketing production is effectively wasted because work is recreated from scratch rather than building on existing brand assets, formats or ideas?
%
ExampleIf 3 out of 10 campaigns are largely recreated from scratch, enter 30%.
5.
Opportunity cost of sameness
Potential revenue uplift (%)What percentage of additional annual revenue could greater brand clarity and uniqueness realistically unlock?
%
ExampleIf annual revenue could increase from €10m to €10.5m, enter 5%.
6.
Brand complexity diagnostic
Rate each statement from 0 (not true) to 5 (very true). Your answers determine the Brand Complexity Score shown on the right.