I posted a question in the Account Planners Group on Linked in about a week ago, asking the question “Is strategy fluid.” It’s a “How long is a piece of string?” type question as far as most were concerned, but many favored flexibility and a strategy that moved with the times. My point was brand strategy, rather than say marketing or communications strategy, should not change. At least not until proven flawed – or the product starts to tank.
Brand strategy can’t directly be measured by sales. The traits associated with a brand strategy can be measured, however, and they can be tied to sales.
In the 90s, AT&T Business Communications Services could predict sales and market share growth by measuring three attitude traits in the market. At certain attitude levels, the money flowed. TV GRPs against three messaging areas were dialed up and down to maintain growth. As competitors made inroads against certain traits, we had to readjust the spigot. (A fluid metaphor.)
During this period the campaigns could change but not the key traits, or as I like to call them the brand planks. Static, scientific brand strategy. Fluid meting of the message and voice. Happy Memorial Day weekend! Peace be with you.