Core concepts
The Marketing Calendar
The single surface where the company plans, briefs, and executes against one timeline.
5 min read
The Marketing Calendar is where the brand actually exists, not the org chart, not the deck. It is the single artefact that says what the brand is doing, when, and who owns it, and the surface every division plans and executes against.
The structure that works
- Launches: new products, collections, and bundles, the tentpoles everything hangs on.
- Pushes: promotions, sales, and offers with a defined start and end.
- Waves: always-on programmes, influencer waves, content series, lifecycle flows.