While the term strategy is invoked routinely in marketing plans, in truth, actual strategy is often missing, misapplied, or simply misunderstood. Here we clear the air on building the right foundation to think and plan, guided by strategies that drive your unique brand purpose and mission.
Trust is an important ingredient in our daily lives. We trust the advice of total strangers online when making decisions about restaurants and hotels. We trust the opinions of social media influencers. We trust that the brands we use will do what they say they will do. As trust in institutions, experts and leaders declines, brands have an enormous opportunity to become the most trust-powered sources of relevant and differentiated promises.
If you are a person of a certain age, you remember that a food revolution took hold in the late 1960’s. Put aside the visions of bell-bottom jeans, sandals, intentional communities, patchouli, macramé, jugs of California wine, beads, peace, love, rock n’ roll, and the 1969 NY Mets. Think brown rice, tofu, beans, seaweed, herbs, tahini, hummus, alfalfa sprouts, tempeh, miso, nut loaf, lentils, sesame and sunflower seeds.
Every individual, team, and company benefits from periodically reimagining themselves as if they were a start-up beginning again with a blank sheet of paper.
Brand management is not a theoretical, academic or ad agency construct. Brand management takes disciplined minds and strategic work. Brand management takes adherence to principles. Brand management takes both analytic and lateral thinking.
