Building Brands

Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.

Those who work in the areas of Strategy and Marketing know that becoming good at both isn't easy. Sure, you might have some years of experience putting together successful strategies for organizations or maybe some really noteworthy marketing campaigns that have won awards. Great! But does that make your job any easier for the next challenge?

Organizations can limit themselves and their abilities to produce truly transformative strategies by ignoring the side of the Strategy Mindset best symbolized by a commonwealth—an organization-wide heartfelt understanding of what makes the organization truly different and unique. It is the Strategy that spreads these truths in powerful visual and textual ways that can radically improve the position of an organization, even one that has been struggling for years.

Many strategists report that they are not getting their job done because of things that have little to nothing to do with charting a solid strategic path for their organization. The "process" of strategic planning is so large and diverse with so many differing options that many organizations spend as much time deciding what their process is going to be than developing their strategic plan. The following are some practical guidelines that will help you avoid three common pitfalls organizations often fall pray to.

A brand’s performance rarely has to do with just one dynamic; rather, it typically involves many dimensions, which is why the process is called strategic marketing. Understanding that the process is a strategic partnership can make all the difference if the client, agency and the customers are all given the opportunity to contribute.

The more an organization’s stated purpose is in alignment with what it delivers, the more successful it will be serving and satisfying its customers’ needs. MarketCues' research has identified four drivers that enable organizations to identify the gaps of Perception versus Reality between an organization and its customers.

Instead of thinking about your marketing campaign, start thinking about your customer’s needs. Sure, this sounds elementary, and it is, but most brand owners who demand instant results from their marketing are typically in love with the next cool thing they can push out there.

More Blogs