First time I heard this phrase - Red Thread, few years ago, I was attending the IAA school. One of the teachers used it to define how one need to make sure that things are connected from positioning to strategy and then to tactical execution in traditional marketing.
Attribution: Weaving the Red Thread of Marketing By Gary Verster
PM Society on LinkedIn: #pharma #pharmaceuticals #pharmamarketing
Rethink your tech stack_Emarsys_Lindsay Tjepkema
Introducing Digital Works Group UK
What IS the Red Thread, anyway, and how do you use it?, by Tamsen Webster, Find The Red Thread®
From Big Data to Customer Insights
Carlsberg's Journey: Building Scalable Marketing Technology for Trade By Martin Majlund
Delivering more effective marketing through the right technology
Delivering more effective marketing through the right technology
redthread Creative Advertising & Marketing Agency, NE
Threaded Marketing Group
Marketing: The ever-changing game of cat and mouse
How DELL Innovates Without Restriction Using Marketing Technology