Archive for April, 2007
Branding SNAFU’s
This branding nightmare told by Geoffrey James at Sales Machine at BNET is just too funny to pass up. It should be in the memory archives of every marketer around and told as often as we tell the story of the launch of the NOVA in Latin America.
Thanks Geoffrey for the great lesson and laugh!
3 commentsWhere is your strategy buried?
All too often I find core business strategy buried under mounds of things marketers have decided every strategic plan must say.
Enough already.
A great business strategy must be easy to understand, drive decisions at every level of your organization and survive attempts at imitation or attack from your competitors.
Boil your strategic plan down to what you will use to give you an edge. Make it a declarative document. Include only the enlightenment, leave the specifics of ‘how’ to those spectacular employees you’ve hired.
Put the twelve pounds of supporting research somewhere else. Your strategy speaks for itself. It is direction. it is decisiveness. It moves budgets, deletes sku’s and initiates innovation.
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