When your marketers jump straight to tactics, they miss the underlying issues that are hurting the brand.
Without taking enough time to think strategically, marketers fail to build on their brand’s core strength, create a bond with consumers, win the competitive battles, or improve the business situation of the brand.
When brands try to be everything to anyone, they end up being nothing to everyone.
Without a clearly defined brand positioning, the brand never establishes an ideal reputation with consumers. This allows competitors to define the brand. The execution team lacks direction, so the brand messaging appears random and confusing to consumers.
When your marketers try to do too many things in their plan, none have enough resources to make an impact.
Marketing plans that fail to make firm decisions spread their limited resources across so many tactics, that none of the ideas create a big enough impact to make a difference. With a lack of vision, the plan meanders and confuses those who work behind the scenes of the brand.
When marketing execution is not organized and aligned to the strategy, everyone operates in silos.
The brand communication, new product innovation, and sales never gain the benefit of working together. Consumers get frustrated by the disjointed execution, and they never feel connected to the brand.
When your marketers don’t go deep on analytics they miss the underlying issues facing the brand.
They miss out on understanding the consumer trends, competitive dynamics, evolving technologies, shopper channels, and brand performance. The problems fester and the untapped opportunities are stolen away by competitors.