Think Strategy Not Tactics

Remarkable success in marketing and communications
comes from thinking strategically not tactically.

Yet, we so often get bogged down with tactics and
campaign implementation.

Strategy is not about the day-to-day management of
campaigns. Strategy is deciding where to concentrate
your financial, marketing and people resources in
order to deliver a step-change for the brand.

That may mean deciding which customers to target
– big fish rather than minnows or replacing TV
advertising with digital marketing.

The essence of strategy is deciding to do things
differently in order to get an edge over your rivals.

Strategy is about winning. If you want success –
think strategically, not tactically!