The strategy is about clear direction for the business, not a soundbite.
Communication comes at the end of the process. You need to ensure you deliver to strategic ambitions before you create expectations in your market
If a strategy isn't tangible, it can't be delivered and your people will rightly become cynical and disillusioned
They're the experts and their commitment is valuable. Have you ever committed to something that you've not been involved in?
Showing your ethics through your business is a great way of declaring what's important to your brand and forming emotional connection.
Consumers and markets are moving faster than they have ever done before
Think about it like this. Imagine your brand wanted to position itself as 'innovative'. It stands to reason that what was innovative before, won't be innovative now, and what's innovative now won't be innovative in the future. So you have to work to keep earning and deserving your positioning. The strategy should be alive inside the business and it be re-interpreted to keep pace with markets and technology. It's why branding is a continuous process, not a one-off initiative.
It's usually where the answer lies. Solutions want to make sense of the situation, not ignore it.
Sign up to receive our thinking