The Business of Marketing Direction

It’s an age-old argument: Which is more important, strategy or execution? The answer, we believe, is they are equally important and the question is moot. But in the real world of marketing practice, execution usually wins this debate. As today’s concept of marketing leans more and more toward technology and tools, marketing departments, agencies and […]

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It’s an age-old argument: Which is more important, strategy or execution? The answer, we believe, is they are equally important and the question is moot. But in the real world of marketing practice, execution usually wins this debate. As today’s concept of marketing leans more and more toward technology and tools, marketing departments, agencies and vendors have shifted emphasis toward tactical development and execution, and very often, away from the development of marketing and brand strategy.

The Message or the Medium?

Like strategy and execution, the message and medium cannot be successfully separated. But more and more, the medium gains marketing’s full attention, with the message simply playing the role of ‘content’ needed to fill the medium. Worse, the strategic direction and foundational platform needed to develop the message is often never developed, or even considered. In-house marketing departments, agencies and other resources have become adept at the development and deployment of new marketing technologies and tools, but increasingly lack the training and ability needed to develop the strategic thinking, tools and platforms that precede tactics and execution.

Enter Marketing Direction.

Today, what’s needed most in marketing is strategic direction. Which is why, since 1999, Cohesion has been focused on the business of marketing and brand direction: Work that happens before and behind the development of technologies and tactics; work that guides marketing. At Cohesion, we provide the foundational strategies, platforms and direction that make marketing efforts more consistent. More efficient. And more valuable. To learn more visit cohesioncompany.com, or email Brian Creath, president, at bcreath@cohesioncompany.com.

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