There is no strategy without tactics. Guys like me who write about brand strategy may seem like we’re above tactics, not wanting to get our hands dirty. (Twenty years ago, Peter Kim a McCann-Erickson mentor told me “Once I’ve sold the brand idea, I want to be done.” Everything after that gets messy, he explained. Approving ads, media, talent and all other things subjective.
The thing about planners, especially older planners, is we like to understand the big picture first. We like to go big. Once we understand how to solve the category, the deepest pent up consumer need, then we can focus on the specifics. Problem is, marketers aren’t looking to solve the world’s ills, they’re looking to sell shit. Flat out, right away, cha-ching the cash register, sell shit. Today in this fast twitch media world, marketing directors want their chunk of the returns. Big data? Hell no. Little data about my product. Yes. Data that says “more sales.” Period.
So we planners need to get the pipes out of our mouths and start talking tactics with clients. (Maybe keep the big picture stuff to ourselves a little more.) All my rants about claim and proof? Here’s one: Good branding works. Sales are proof.