When creating a brand plan it is important to see the long term picture. Often, that can begin with speaking to teens. Teens see everything so it’s important to make a good impression. I once recommended to a health care system, whose young prospects would grow to be middle age prospects, a program to help get answers to difficult questions: sex, acne, puberty and other health things that would put the brand in good stead as those kids grew up. It would buy the system grace and fealty, the argument went. “Advice about sex is not a good idea” I was told. The system comment was good from a legal standpoint, not so good from a brand standpoint. The idea, hand-wringer though it may have been, did support one of the system’s brand planks and provide meaningful information.
Tactics are for building revenue. Think of them as rent collectors. Branding on the other hand is long term, similar to the efforts of the architect. They must work together for maximum result. Campaigns come and go…a powerful brand strategy is indelible. Peace.