Marketers love buzz words. Here are a few ripped from the pages of today’s business journals: change management, design thinking, business development, disruption, innovation, and transformation programs. Google these bitches and you will end up immersed in business-babble. Immersed in the writings of consultants, sales people, content jockeys and entrepreneurs.
Here’s what I know.
These buzzwords are all tactics. Innovation may feel like a strategy, but it isn’t until you actually have an innovation…a thing. Mostly these words are used to describe processes, promises of ways to make things better in the marketplace. Can’t fault people for that. But as a brand strategist, whose job is also to make business better – to “sell more things to more people more times at higher process” (Sergio Zyman), I begin with a foundational brand strategy. One that governs and effects value and perceived value. With that in place, you can design think, change manage, develop business, disrupt, innovate and transform until your heart’s content. And do so in an organized way. With intent.