What is the pent-up demand for brand strategy services? What keeps company officers up at night that a brand strategy can fix? The answer: Unorganized marketing.
The Oxford Dictionary defines organize as “give an orderly structure to, systematize.” Therefore, unorganized means the opposite — not organized or not orderly. Disorganized has a stronger connotation. It means to “destroy the system or order; throw into confusion.” It indicates a chaotic mode.
The fact is, most companies in need of brand help suffer from unorganized marketing, not disorganized. That’s because they never had an organizing principle for product, experience and messaging. They may have a logo, tagline, marketing plan, even a good ad campaign, but not a constant framework that governs everything.
So what is the result of having unorganized marketing? Loss of time developing programs. Loss of money in poorly performing media and tactics. Lack of focus around customer care-abouts and brand good-ats. And poor accountability because marketing doesn’t know what to measure other than sales. With unorganized marketing big data becomes little data.
My job as a brand consultant is to dig deeply into business fundamentals, determine care-abouts and good-ats and create a framework of values for presenting a brand that creates sales and loyalty.
This is upstream planning — and too many marketers are afraid to paddle up. Ergo they lose sleep and sales.