Gustavo-Woltmann
Restricted (50-70%)
- Impact
- 40
Want to know why MOST marketing fails?
Strategy! Or more accurately, a LACK of strategy.
Here's the deal. Branding is important. Right? We can all agree that Apple, Nike, Microsoft, Sony, Tesla, all have big brands that help drive sales. But here's the thing. Sometimes branding isn't important. (like for smaller, transactional, or direct marketing businesses, or those who literally cannot afford to play the long game).
Plus, branding brings up another dozen (or more questions) like what are the branding guidelines? Will they be regional? How much control will we offer our silos? Are we going to centralize branding decisions? What is the value of our brand? (This last one is a concept talked about a lot by David Aaker as a "Brand As An Asset" philosophy). And more... I don't say this to overwhelm you... I say this because marketing is MULTIFACETED and rarely (never?) is there ONE single answer that will be the solution to all your problems.
The solution to the mess most businesses get themselves in is strategy. Thinking. Nerding out on numbers. Talking to customers. Making LONG-TERM strategic decisions. Bending (but not compromising) to the market. And focusing on what matters (and not everything matters equally). Be strategic. And if you can't/don't want to/are too "busy" then find someone who will. Your business depends on it.
Gustavo Woltmann.
Strategy! Or more accurately, a LACK of strategy.
Here's the deal. Branding is important. Right? We can all agree that Apple, Nike, Microsoft, Sony, Tesla, all have big brands that help drive sales. But here's the thing. Sometimes branding isn't important. (like for smaller, transactional, or direct marketing businesses, or those who literally cannot afford to play the long game).
Plus, branding brings up another dozen (or more questions) like what are the branding guidelines? Will they be regional? How much control will we offer our silos? Are we going to centralize branding decisions? What is the value of our brand? (This last one is a concept talked about a lot by David Aaker as a "Brand As An Asset" philosophy). And more... I don't say this to overwhelm you... I say this because marketing is MULTIFACETED and rarely (never?) is there ONE single answer that will be the solution to all your problems.
The solution to the mess most businesses get themselves in is strategy. Thinking. Nerding out on numbers. Talking to customers. Making LONG-TERM strategic decisions. Bending (but not compromising) to the market. And focusing on what matters (and not everything matters equally). Be strategic. And if you can't/don't want to/are too "busy" then find someone who will. Your business depends on it.
Gustavo Woltmann.
