The two fundamental components of strategic marketing are the brand plan and the marketing plan. Most companies have a marketing plan. They also have brands. Not always to they have both.
The marketing plan is viewed through a lens of “making money,” as it should be. Each tactic, event or channel strategy is gauged by how it contributes to topline sales and profit. The brand plan, on the other hand, is about creating value in the minds of the seller and buyer. It sets places in the minds of consumers differentiating the product and creating preference. It also creates a roadmap for brand managers and company stakeholders to deliver and create even greater value. Guideposts if you will.
In all my years doing brand strategy I’ve never included a loci around profit or revenue. The proof array supporting a brand claim results from prioritizing care-abouts and good-ats. While profit is always the goal of the marketing plan, it is never the subject of the brand plan. This Yin and Yang, this republican and democrat balance is what make brands unique and powerful.
If every plank in a brand strategy was about profit and sales, every brand would be the same.
Profits are the motive of the marketing plan. Logical and emotional reasoning are the motives of the brand. Peace.