When the dust settles and the job is closed, strategists should keep active and working: continue thinking about ways to improve the brand, crystalise a brand’s value proposition and clarify a brand’s role not just in people’s minds but also within the competitive landscape. When brands or clients aren’t executing, strategic thinking needs to be active in the background. Whilst the executions are the tangibles you see, strategy needs to always be at work. The focus es always on creative executions. Strategy is always on (or at least should be)Ī strategy only comes to life once there are executions until then, strategy is just theory. Which isn’t necessarily bad in principle, but what a brand needs is constant active participation. in truth, the activity is almost robotic and it’s just a matter of churning out material. Some brands are retail and they seem to be active but. The blink moment may vary for different brands in different industries. The latter is what I refer to as the ‘blink’ moment. A peak is when there are active briefs in the system (people actually working and thinking about the brand or problem at hand) and off-peak, which is post or the coming to an end of a brief. In ad agencies, brands or clients experience ‘peak’ and ‘off-peak’ moments. When the brief is complete and all material deadlines have been met, the job is closed -but who keeps thinking about the brand or client in question? This is usually an intense period, right until the end of the project. Typical life-cycle of a brief in ad agencyĪ brief comes into the system, depending on the size of the business/brand/client a team will be assembled and the work commences. You have to constantly keep thinking about how best you can present your brand to people or the market, and ways to be a better brand manager or agency. That’s how managing and trying to grow a brand should be - no rest. There’s no time to have ‘off-peak’ moments, unless your child’s being minded by someone else but, even then, your mind is constantly at work. When you have a three-year old, you realise how active and aware you constantly need to be as a parent.
Trying to make your brand more attractive to people is a full-time job.
Ska ba forgiva update#
There’s always something new to learn, something to update yourself on. Things and ways of doing things keep changing all the time, and there’s always a better way. By Bogosi Motshegwa ( In a world where everything is in a flux, there’s no time to take a break.
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