At the height of the great recession, many organizations quickly responded by trimming fat from budgets. And in no area was that more quick (and deep) than in marketing. Consequently, many of these organizations began to live with leaner budgets. Even as the economy recovered. Even as their postioning and messaging slipped into demise. Because over […]

At the height of the great recession, many organizations quickly responded by trimming fat from budgets. And in no area was that more quick (and deep) than in marketing.

Consequently, many of these organizations began to live with leaner budgets. Even as the economy recovered. Even as their postioning and messaging slipped into demise. Because over time, the same cuts that may have saved the business have now torn into the meat and bone of an organization’s core message — of its brand and reputation.

We’ve run into this situation numerous times in the past two years, or so: Well-intentioned companies that needed to reduce marketing budgets, reduced them across the board, rather than prioritizing. Strategic planning and core messaging needs vital to the existence of the company were often cut to save a few short-term tactics that management hoped would produce short-term sales. The result: Brands have been driven backwards, and short-term sales haven’t been all that great.

Put simply: Those charged with telling the world what it is the company does (and why that’s relevant), can’t. They don’t have the story. They don’t have the tools.

By the way, what’s your message? Has it been left to wither during the past few years? Is it consistent and cohesive at every management, marketing and sales level of your organization? Does it need to be re-crafted to fit a new and changing direction? Regardless of the money you intend to spend on marketing — now and into the future — you will still need the right message. In fact, the fewer dollars you spend on promoting your message, the better and more consistent that message needs to be.

To learn more how Cohesion can help your organization build a new and better story, contact Brian Creath, president, at 314-276-5383, or at bcreath@cohesioncompany.com, to learn more.

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