Marketing is more complex now than, perhaps, ever before. Opportunities to share your message are everywhere. Almost everyone is a marketing expert, freely expressing their opinions based solely on their personal preferences.
The key to managing complexity is to:
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recognise that the internal team is not the customer. The only opinions that count are those of people who buy.
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Working to an agreed strategic plan is key – it provides the framework to assess individual tactics against objectives and goals.
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Brand tools guide comms development and ensure consistency.