jump to navigation

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

Posted by Jack Macholl in Marketing, Marketing Planning.
Tags: ,

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.



No comments yet — be the first.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: