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Strategy First- then “drive” the Brand May 13, 2010

Posted by Jack Macholl in Marketing, Marketing Planning.
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On the Road

 

I had an excellent conversation today about brand strategy and the propensity of business people to drive straight to the tactical phase of the marketing program. Clearly you have to step back and examine the business strategy, value/perceptions your clients have of your company (research) and then set some firm (measurable) objectives. Once you have a sound strategy in place, the “fun stuff”-creative platform development and tactical planning begins. 

The take away– most of us don’t jump in the car and drive off with no plan of where we’re headed unless you are doing the Jack Kerouac thing…having a strategy direction and everyone on the same page (internal and external resources) is essential.

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