Mark Pollard likes to say “Strategy is your words.” He’s right, words are crucial. But where the rubber meets the road is in brand strategy operations.
A lot of brand strategy ends at the ad campaign. Or the tagline. Or promotion. That’s why the life expectancy a brand strategy is 2.5 years. (I made up that data point, feel free to prove me wrong.) A brand strategy is often no more than a guide to drive an expensive tactic or two. That is, unless it’s operationalized. And sometimes a brand strategy never gets out of the agency creative department. Nice bells. Nice ad whistles. Often a compromised brand strategy.
An architect once showed me an elevation for a home renovation. It’s looked good on paper but was not physically buildable. Brand strategy isn’t worth the paper/PPT unless it’s built out. Unless it is operationalized.
A well-designed, well articulate brand strategy comprises deeds, systems, measurable activities and tactics. All supporting and delivering the strategy. As FCB’s Marilyn Laurie used to say, things that make deposits in the “brand bank.”
Strategy is a great first step. But without operations it’s just whistling.
Peace!
