
02.07.201519:33July 2015
Think Strategy before tactics
Another common mistake in marketing is to fall in love with an idea that does not adhere to our brand strategy. The fact is, it’s easier to come up with a one-off advertising or brand communication than it is to develop long-life campaigns that are born out of a strategic vision. However, brands that follow a string of tactics rather than a consistent, rock solid strategy sacrifice long term brand maturation for short-term interest spikes. In writing, we say we have to be prepared to “kill our darlings”, which means we have to be ready to edit out great characters or scenes because they don't fit our story. The same is true with marketing. We have to be ready to kill our favorite ideas if they don't fit our brand.
Another common mistake in marketing is to fall in love with an idea that does not adhere to our brand strategy. The fact is, it’s easier to come up with a one-off advertising or brand communication than it is to develop long-life campaigns that are born out of a strategic vision. However, brands that follow a string of tactics rather than a consistent, rock solid strategy sacrifice long term brand maturation for short-term interest spikes. In writing, we say we have to be prepared to “kill our darlings”, which means we have to be ready to edit out great characters or scenes because they don't fit our story. The same is true with marketing. We have to be ready to kill our favorite ideas if they don't fit our brand.