Don’t get me wrong, it helps to start with a plan.
And as someone who helps organizations accelerate their growth, I’d definitely encourage you to work hard to define your brand promise and nail your positioning.
But despite your well intended efforts to envision your desired outcomes and strategize the building blocks of your glorious marketing triumph, you can’t just action plan your way into creating something relevant and remarkable in the consumer’s mind.
It’s the experiences and memories customers hold in their hearts–and generously share with their friends–that create compelling brands. That takes time. And there is an organic element to how it all evolves that sometimes challenges our logic and fights with our best laid plans.
Ultimately, great stories lead to great brands, not the other way around.
HT to Bernadette Jiwa for the continual reminders about brands and great story telling.