If you manage this site and have a question about why the site is not available, please contact us directly. The main idea of marketing is to combine the company’s potential and customers’ needs in such a way to reach the objectives of both parties. A worth mentioning definition of a marketing plan has been formulated by McDonald and Wilson (2012: 15). The preparation of a marketing plan is not easy, because it requires a connection of various types of data both from within the company and from its outside environment. The marketing plan allows the business manager to answer the question of how to find and take advantage of all opportunities that are present on the market. Customer experience strategy and innovation expert Woody Bendle is sharing his perspective on the links between corporate strategic planning and brand strategy today, including a great strategic brand planning tool to help identify branding opportunities and gaps your organization faces. Mike has published recent pieces on strategy and strategic planning that inspired me to reflect on the process and effectiveness of strategy, especially brand strategy.
Strategy should effectively set an organization apart from competitors.  A good strategy (well executed) can make an entity appreciably unique and compellingly relevant to a meaningful proportion of consumers.
While the concept of a brand can be difficult to get your head around, that complexity shouldn’t suggest branding be ignored. While the brand’s originator does not fully own the brand, it retains absolute responsibility today and in the future for how the brand is viewed. So because brands are complex and are shaped by others outside your organization, managing it overall demands a well-articulated brand strategy! So with the definition addressed, let’s pull apart a brand and systematically examine all the different brand interactions. After creating your own list of brand constituents systematically work through each column. Column B – How does each of these different groups actually think about, or describe your brand?  What are they saying about it to others?  Are you regarded positively by some and negatively by others?
Column C – This column pinpoints areas with differences between how you want your brand to be thought of and how it is currently regarded.  Some differences will be subtle and others could be rather large. Column D – After identifying areas with meaningful perception differences, outline things your organization can or will do to close these perception or image gaps. Companies and organizations are a dime-a-dozen; many have very similar overarching goals and objectives. Great Brands are different; they are one-in-a-million!  Great Brands connect by providing a deeper sense of identity and meaning.  Great Brands wind up tattooed on peoples bodies (I’m betting the first brand that came to you right now was Harley Davidson)!


Guest AuthorThe Brainzooming blog has a wonderful group of guest authors who regularly contribute their perspectives on strategy, creativity, and innovation. Strategy as a concept emerged originally as part of military activity (coming from the Greek word “strategos” meaning generalship), where it was broadly defined as “the art of planning and directing overall military operations and movements in a war or battle”.
This is the ability to both genuinely hear and understand other people when they provide input to possible strategic options and to quickly discover their full communication or message so that the input is properly accommodated. This refers to a manager’s ability to assess the potential investment and economic payoff of different strategic options so as to select the one that has the greatest commercial benefit.
This refers to a manager’s capacity to think rigorously and broadly about issues, challenges or problems that may lie ahead when strategizing and to then critically r laterally think in order to optimize the route to finding potential solutions that work. This refers to a manager’s capacity to maintain a firm eye focus on useful output results execute a written strategic plan and to achieve the stated outcomes (and go beyond mere input activity). The deployment of all of the above strategic management skills are critical in the development of a long-term plan, which naturally includes any pre-planning effort.
When an organization is practicing good strategic management skills, the general thinking increasingly becomes much more visionary in many leaders. A move toward an organizational culture that adapts readily to change and continual improvement.
With practice, patience, dedication, and hard work, leaders across an organizational can increasingly apply strategic management skills to achieve the goals that matter most to the organization.
Jon Warner is an executive coach and management consultant and in the past has been a CEO in three very different companies. ReadyToManage is your one-stop shop for world class employee and personal development resources.
It includes the study and analysis of the current situation (including those concerning the markets and customers), the development of objectives, strategies and marketing plans, as well as the implementation, assessment and control of actions undertaken to achieve the objectives.
The main difference is the level of details, here .The strategic marketing plan says, in a general way, about the main intentions and plans of the company, while the tactical plans specify actions taken in some area, they are much more detailed. It was created as a guide through which you will learn the way how to prepare a marketing plan for your organization.
It fascinates me that strategy and strategic planning are often considered separate and different from brand strategy.
This is precisely what a good brand does!  So why is brand strategy so often overlooked in corporate strategy or planning?
A more up-to-date and widely applicable definition today, and especially when it applies to the business world, is “a method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem”.


However, in practice it is often far from organized or linear and instead can be a messy, iterative process that requires lots of discussion and even bargaining from many people over what might be a long period of time to shape a plan that helps an organization to move positively towards a future goal. Execution skills also involves resourcing the strategic plan, putting it into action, and managing those actions.
In addition, a good strategic plan will also include the measurement and evaluation of how the plan is communicated to key people and then executed (and ultimately getting the desired results). Jon Warner is a prolific author, management consultant and executive coach with over 25 years experience. In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page.
It involves the use of company resources to achieve the marketing objectives, in order to create a competitive advantage.
It must clearly indicate priorities concerning the objectives and marketing strategy and show financial consequences of these actions”.
The relationship between them, as well as other components of strategic planning, are shown in the following figure. After using this tool many times, I’m confident you will identify several things important to your brand’s future that warrant further discussion and attention. Modern synonyms for strategy are “blueprint”, “design”, “game plan”, “master plan” “road map” and even the much-used term in organizational life “vision”. And this effort is not only messy when trying to evolve a strategy for the enterprise as a whole, but also when strategy is crafted for a department, a team, a project or even a process. To achieve this, all of these skills need to be deployed at different times (although it is likely that they will be deployed in the order in which they are listed). Leaders therefore need to have well-evolved strategic management skills and it is therefore worth looking at what these skills are in a little more detail. Of course, at a very high level, strategic management skills involves thinking about all the possible ways that business goals or targets might be achieved and then setting a course or overarching strategy that has the best chances of success.
But what are the individual skills or competencies that leaders can best develop to achieve this?



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