Building Brands

Tom Marin is the managing partner of and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

The question you have to ask yourself today is, am I prepared for the future? Hopefully the answer is yes because the business world is becoming increasingly harsher and less forgiving to even the best-known companies.

A smart strategy will provide you with the basis for a sound strategic plan that can lead to significant growth. If your organization is going to survive the many market changes and fierce competition it faces, you need to plan and manage with the clearest path from Point A to Point B you can muster.

Research shows that approximately 90 percent of all U.S. businesses lack a formal strategic plan and of those organizations with them, only 10 percent say they fully implement it throughout their organization. So if you and your organization find yourself in the majority you should consider asking yourself the following.

A great strategy is something that needs to be worked on every single day by many different individuals in a corporation. It is no longer the domain of corner offices. It’s definitely worth the effort since corporations that are driven by a strong strategy usually outperform those without one.

Many companies in today’s marketplace are encountering tremendous difficulty staying current with all of the changes taking place. I know many people who are currently being forced to rethink everything they have always done and have been successful doing so due to the competitive pressures in the market. During this time it is only natural and wise to take account of what you are doing and planning on doing in the future.

The key to making this strategy a success is getting to know your customers as well as you can and then presenting a customer experience of exactly what they have been searching for. The funny thing is, they’ve been listening all along. Marketers need to catch up!

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