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Can't see the forest for the trees?
April, 2011
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If you're like a lot of today's marketers you are so busy implementing the tactical components of your marketing plans that you often neglect the bigger picture.
For example;
- Do your brand, positioning and marketing communications direction reflect the current state of your organization and its products or services?
- Do they still reflect your true brand assets and what sets you apart from the competition?
Today's economic climate has most organizations constantly evolving and if you find yourself in that situation, that evolution can alter what you sell, how you sell, and how you brand and market your products and services. Due to all your day-to-day tasks, before you know it, a significant amount of time may have passed since you last took a broader view of your organization's brand position.
The bottom line is no matter what, marketers still need to be effective.
They will continue to be evaluated on the level of response and success they bring to their organization. But before you know it, an out-of-date brand position and brand communications strategy could be negatively impacting the success of your marketing and advertising programs. In many cases, the program's tactics unfairly take the blame when response or awareness is down. But, it may very well be that you are implementing tactics that are built on a weak brand foundation.
You can help ensure the success of your tactical deployments by regularly taking that broader view of your brand and seeing if it accurately communicates why someone should choose you over the competition.
Before implementing new marketing communications programs, step back and make sure that they are being launched on a solid brand platform.
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