What’s Our Brand Strategy?
If you can’t answer this question with certainty, you’re not alone – and you’re unlikely alone, also, in the reason it’s difficult to answer.
Branding has become so complicated that even the savviest of marketers and brand managers are being tricked into thinking the absolute worst thing that one can think: tactics are strategy.
Today, more and more marketing teams are spending time figuring out how to increase engagement on LinkedIn rather than questioning why they are using LinkedIn in the first place.
Although the complexities associated with deploying marketing tactics can easily make you feel like you’re tackling the “big” problems that are guided by strategic thinking, the part that’s missing from the equation is the actual upfront strategy.
In other words, companies are jumping into the nuts and bolts of brand management instead of developing their brand strategy. And as a result, this essential component for lasting impact in branding and marketing (in fact, the most essential component) has gone missing.
How has the absence of brand strategy gone unnoticed by so many smart people at so many smart companies – and what do marketers need to do to fix it?
To understand this better, take a look at this infographic and learn more about what strategy is and isn't.