Strategy vs. Tactics


Here’s what’s wrong with marketing today:  The tacticians are pushing out the strategists. 

Measure, measure, measure is taking over for common sense, sense, sense.  Big strategic branding ideas are being replaced by campaign management, ROI, and marketing metric dashboard mania.  Pay per click? Please.  Our ADD society is being fueled legions of marketing people who only see today and next quarter.  

Big branding ideas take time to build, to take hold, to burst forth from the seed. Tacticians don’t have time for that.  

Campaigns come and go but a powerful branding idea is indelible.