Another new strategy? You’re kidding, right?

I see a lot of marketing strategies get done over.

Not hitting the metrics? 

Change strategy.

Shiny new social platform?

Change strategy.

The freshly hired marketing manager has a bunch of new, exciting ideas?

Change strategy.

The C-Suite has a new business plan and wants it all rolled out yesterday?

Change strategy.

None of these reasons for change are wrong — strategy isn’t, and shouldn’t be, set in stone. But by the end of the year, you’re wading through a battlefield of deceased marketing strategies that never really had the time to take off.

It’s a massive waste of time and money. And it drives creative teams up the wall.

Here’s the thing.

A lot of marketing strategies are so easily rattled because they’re created with no brand strategy in place.

It’s like wearing new leather brogues without socks. Sure, some people can pull it off — with style — but for most of us, it’s really going to hurt later. And we’re going to have to do a ton of painful patch work.

Brand is one of the longest, most powerful strategies in your arsenal.

It’s the foundation for more effective marketing, done quicker.

It sets the guardrails for wider business decisions.

It makes sure whatever you do and whatever you say always puts you in the most effective position in your audience's minds (and well away from your competitors).

Most importantly, it helps you say no to things as much as you say yes.

No more throwing new marketing strategies at the wall and hoping they stick. Use your marketing strategy to reinforce your brand strategy.

And get those little no show socks. You’ll thank me later.