From brand strategy to action

Abstract

It goes without saying: even the most superb strategy is worthless unless it is implemented – and implemented well. Yet this is precisely where many companies’ marketing efforts fall short. Sometimes this is simply because operational excellence is so hard to achieve. Actually making things happen requires discipline, attention to detail, and motivation: the difference between mediocre and best in class is often huge. It is much easier to get the timing of the promotions materials out of sync with the ad campaign, to have the materials stuck at the back of the store rather than on display, than it is to get everything humming together in perfect synergy.