The excellent folk at Wardle McLean are posing the question, 'Does Strategy Matter?', drawing upon the recent campaigns from Bravia and Cadbury's Dairy Milk. To my mind it's a question that goes right to the heart of the ever decreasing circles that some parts of the marketing business find themselves trapped in. When you are using a loudhailer all you can hear is your own voice which is why traditional elements of the advertising industry become so wrapped up in circular discussions about the intricacies of brands and the plans that sit behind them. Because, of course strategy does matter, but it can quickly become irrelevant when it's very narrowly focused on specific promotional tools. Which can lead to some really big problems. Like companies from other sectors marching in and rewriting the rules for your entire industry while you stand in the corner asking - Gorilla or Balls?
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