94 Version 1.2 December 11, 2009 decision t ree A decision tree is a useful tool to guide us to the correct solution for expressing a program or initative. Programs and initiatives can fall into two basic categories, Internal and External and the tree can lead from that point on by helping to make an informed, objective business decision. Each intersection leads to either a new question or a path that in turn leads to the solution. Decision Tree Pfizer Branding Guidelines / Visual i dentity / 4. Pfizer Programs & initiatives C o rp o r a t e - wid e / Div i s i on - wi d e I n t e rn a l Y e s N o Y e s N o Y e s N o Y e s N o Y e s N o Y e s N o Ext e r n a l Ques t ion s S o l u t i o n s A re t he re ou t si d e p ar tn ers i n volv ed t ha t play a mo re d omi n an t role ? A re t he re any n e g ative p oli t ic a l i m plic at io n s o f g oi n g to mar ket a s P fiz e r ? Mu s t be fl e xibl e ba s e d on p ar tn er r el at ionshi p In d epe n de n t I d en ti t y Mu s t be fl e xibl e ba s e d on p ar tn er r el at ionshi p In d epe n de n t I d en ti t y Cor p o r ate- wi d e I nte rn a l M a in Pro g ra m ( O p ti on A ) Cor p o r ate- wi d e I nte rn a l S u b -pr o gram ( O p ti on B ) Cor p o r ate- wi d e Ex te r na l S u b - p r og r a m ( O p ti on B ) Cor p o r ate- wi d e Ex te r na l M ai n P r o g ra m ( O p ti on A ) Su b- p ro g ra m? ( Pa rt of a l a rg e r pro gr a m or initi at iv e ) Internal o r External ? General users c ommunications Professionals design agencies