Winning Tactical Battles. (Losing Sight Of Objectives?)

Years ago, I remember walking into a potential client’s conference room (a shoe company) who–after the mandatory introductory banter–enthusiastically offered, “We want to aggressively start advertising.” I responded: “That’s great and we can help you do that. But I’m here to help you sell more shoes.” Today, I watch many companies that, both fascinated and confused […]


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Years ago, I remember walking into a potential client’s conference room (a shoe company) who–after the mandatory introductory banter–enthusiastically offered, “We want to aggressively start advertising.”

I responded: “That’s great and we can help you do that. But I’m here to help you sell more shoes.”

Today, I watch many companies that, both fascinated and confused by new forms of communication and technology, too often get lost in their respective webs.

Many clients, who sometimes fight long and hard to win budgets for new mediums and platforms, can lose sight of the business and strategic objectives that they’d like their newly won efforts to address. Some form of, “this organization needs to move into the 21st century,” is often the driving thought. All well and good (and arguably ‘right’ on a general level), but the flip-side of this argument is that you may be doing something simply to do it, or worse, because you believe everyone else is.

The key strategic question that all too often gets lost is, “What are we REALLY trying to accomplish?” A question that is sometimes misplaced above the cries for increased social media efforts, new digital platforms and other, sometimes even more experimental areas.

Companies that have a well-crafted marketing architecture don’t face this problem. Marketing architectures insure business and strategic objectives are properly built into platforms that help dictate the marketing, brand and communications messages and tools to be used. (A better way to make certain that organizations stay focused on the ends, not just the means.)

At Cohesion, we help clients develop stronger brand and marketing structure and strategy, and then, work to develop the tactical and executional tools that best drive that strategic work.

Cohesion is a strategic brand agency  that successfully blends a proven consulting framework with traditional marketing services. Since 1999, our flexible model has helped more than 120 organizations across the country increase the value of their brand, marketing & communication efforts. To learn more, contact Brian Creath at 314-276-5383, or via email at bcreath@cohesioncompany.com.

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