It’s a series of completed exercises

We are in a world where everyone is in a major hurry to get things done but not willing to complete the series of little things that need to be in place. It is the Marketers responsibility to ensure that we follow the approach in doing great stand out work.

Before we start solving any brand challenges there should be a brief drafted that properly articulates the challenge. We need to ensure that everyone understands the brief, and it has as much information as possible in terms of the challenges and what success will possibly look like. Once resolved, we will need to get into the research phase, which means we need to understand the landscape in which we would like to thrive in.

Once the landscape is understood, we need to have a strategic view in terms of where within the eco-system will we operate? We can never have it all but we can have something. Then we will need to bring in creativity in how we will address the challenge, at the core, creativity can also be well executed if it is grounded with clarity – this remains important at all times. Once all this is completed, then we need to work hard on the execution and getting everyone aligned to the plan.