Sign in
  • Home
  • Contact
  • About
  • Process & Pricing
Sign in
Welcome!Log into your account
Forgot your password?
Password recovery
Recover your password
Search
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
Marketing & Brand Strategy. Steve Poppe, Founder.
  • Home
  • Contact
  • About
  • Process & Pricing

Brand Strategy vs. Brand Anomie

By
Steve Poppe
-
April 7, 2010
352
0

I’ve been meeting with some really smart people this year, most of whom are in the strategy business.  Some are brand strategists, others account planers, a good deal digital strategists. Strategy is such a rich word.  “I’m working on the strategy for a Belgian beer” said the head of a hot web boutique.  On probe, he admitted it was the web strategy. “We handle digital strategy for the world’s largest technology company” said the head of strategy at a very forward- thinking global direct and digital agency. Ads for the tech company are handled by another multinational. At P&G a ranking digital officer suggests:  “Brand strategy is in the hands of the consumer.” An insight, also, shared by the chief strategy and innovation officer at a multinational promotional agency. 

It’s not war, it’s marketing.

Sun Tzu might have said there are war strategies and battle strategies — and they can be different — but marketing isn’t war. In uncle Steve’s world (that’s me) there is a brand strategy and the tactics used to support it.  Campaigns, tactics, analytics and sales fluctuations will always be around.  As will smart people. But brand strategy should be the business driver. Of everything. This includes production, product innovation, hiring, etc. Until all the silos and all employees and their agents really understand the company brand strategy and its simple dimensions, we will have branding anomie.  Peace it up!

Share on FacebookShare on TwitterShare on Linkedin
  • TAGS
  • Account Planning
  • Brand Strategy
  • Digital Strategy
  • marketing
  • P&G
  • Sun Tzu
  • war
  • whats the idea
Previous articleDigital Black Eye.
Next articleImportant! Brand Names.
Steve Poppe

RELATED ARTICLESMORE FROM AUTHOR

Brand Planning

Marketing Background, Need Not Apply.

Brand Planning

Anthropology and Brand Planning.

Marketing

Brand Strategy Trifecta.

Recent Posts

  • Brand Love Part 2.
  • Brand Love.
  • The 3 Ps…Levels of Brand Strategy.
  • Education or Decoration?
  • Proof. And Its Successor.
  • Marketing Background, Need Not Apply.
  • Anthropology and Brand Planning.
  • Are KPIs a Brand Tool?
  • Do It Yourself Marketing.
  • Brand Strategy Trifecta.
  • More Science in Branding.
  • Strategy Must Be Interesting.

Archives

Categories

  • 3 Ps
  • Account Planning
  • Advertising
  • advertising technology
  • anthropology
  • Apple
  • artificial intelligence
  • automobile marketing
  • B2B marketing
  • Bank Marketing
  • Behavioral targeting
  • Beverage marketing
  • beyond the dashboard
  • Big Data in Marketing
  • binary brand strategy
  • brand agenda
  • brand brief
  • Brand builders
  • brand building
  • brand claim
  • Brand Design
  • brand discovery
  • Brand Engineering
  • brand experience
  • brand idea
  • brand journalism
  • brand love
  • Brand Management
  • Brand Names
  • brand planks
  • Brand Planning
  • brand planning insights
  • brand planning tips
  • Brand Planning Tools
  • brand prepping
  • brand research
  • brand science
  • Brand Strategy
  • brand strategy adherence
  • brand strategy compliance
  • Brand strategy definition
  • brand strategy discovery
  • brand strategy examples
  • brand strategy framework
  • brand strategy hacks
  • brand strategy tarot cards
  • brand strategy tips
  • Brand value
  • brand-babble
  • branding
  • Brands
  • Business development
  • Business Planning
  • business strategy
  • care-abouts and goood-ats
  • claim and proof
  • claim and proof array
  • CMO Tenure
  • coca-cola brand strategy
  • Coke marketing
  • Communications
  • Communications Planning
  • consumer care-abouts and brand good-ats
  • consumer insights
  • Content Creation
  • Content Marketing
  • content strategy
  • context in brand planning
  • copywriting
  • craft ecomony
  • creating bias in branding
  • Creative briefs
  • creativity
  • crm
  • Customer care
  • Deeds
  • Design
  • digital advertising
  • Digital Marketing
  • Digital Measurement
  • Digital media
  • Digital promotion
  • Digital Publishing
  • Digital Strategy
  • ecommerce
  • education
  • Engagement
  • engagement planning
  • engineering preference
  • examples of great brand strategy
  • Experiential marketing
  • experiential research
  • Facebook Marketing
  • Fast Food Marketing
  • Fast Twitch Media
  • Featured Articles
  • Financial advertising
  • free day of planning
  • future fridays
  • future of work
  • Game Marketing
  • good-ats and care-abouts
  • Google
  • Green tech marketing
  • health care branding
  • Healthcare Marketing
  • Idea Audit
  • Image Advertising
  • Innovation
  • insights
  • Integrated marketing
  • Integration
  • Intentional marketing
  • Internet of things
  • Is-Does
  • Leadership
  • logos
  • Loyalty marketing
  • market research
  • Marketing
  • marketing analytics
  • Marketing during corona virus
  • Marketing hacks
  • marketing plan
  • marketing predictions
  • Marketing Strategy
  • marketing trend
  • master brand
  • memes
  • messaging
  • Microsoft
  • Mobile Marketing
  • modeling marketing
  • Monetizing social media
  • naming
  • Negative Branding
  • New product launch
  • Newspaper
  • one claim three proof planks
  • organizing principle for product experience and messaging
  • paper brand strategy
  • Pent-up demand
  • Performance marketing
  • personal branding
  • planner's prayer
  • poetry in planning
  • political branding
  • posters vs. pasters
  • pr
  • Pregnant context
  • Privacy
  • Product design
  • Promotion
  • proof
  • proof planks
  • purpose driven brands
  • QR Code
  • rebranding
  • Recruitment
  • reputation management
  • research hacks
  • restaurant branding
  • retail advertising
  • retail branding
  • Retail Marketing
  • Return on strategy
  • Sales Strategy
  • Sales training
  • Sampling
  • Search
  • segmentation
  • SEO
  • service company brand strategy
  • Social Marketing
  • Social Media
  • Social Media
  • Social networking
  • Sports marketing
  • startup marketing
  • steve@whatstheidea.com
  • Storytelling
  • Strategic Planning
  • tactics-palooza
  • taglines
  • targeting
  • Technology Marketing
  • Transmedia
  • Trends
  • Twitch Point Planning
  • twitter
  • User Experience
  • Video advertising
  • Wearable technology
  • web strategy
  • Website marketing
  • Yahoo
January 2021
M T W T F S S
« Dec    
 123
45678910
11121314151617
18192021222324
25262728293031
© Newsmag WordPress Theme by TagDiv
MORE STORIES

Tactics-palooza.

Steve Poppe - February 1, 2010
0
I read in the paper paper this weekend about O.K.R.s, which stands for Objectives and Key Results. The measures, espoused by VC general John...
Edit with Live CSS
Save
Write CSS OR LESS and hit save. CTRL + SPACE for auto-complete.