This post first appeared on July 31, 2017.
I wrote a movie script. It goes like this:
Hello. I’m Kevin Walker from Boardwalk. I’m standing in the dark because I want to illustrate a point about the value of having a well-considered brand strategy. Any business, product, service, campaign or event needs to be marketed. And if you have something that needs to be marketed then you need a clear brand strategy to light your way. Otherwise, your marketing team, like so many these days, will be operating in the dark. Now, even when a marketing team is lost in the dark, they still have tactical options. They can do the things most marketing teams do. They can improve their website, run some ads or print a brochure. But they will be feeling their way, lacking a clear direction, and always in fear of falling off a cliff or running into a wall or some other obstacle because … well, they’re in the dark. They have no vision. They can’t even be clear about where they want to go.