I keep reading LinkedIn descriptions and see members use the words “full-stack this” and “full-stack that.” Pretty savvy turns of a phrase. So I looked up the meaning of full-stack. Apparently, it refers to front-end (user experience) and back-end (supporting tech and execution).
As I do with most things, I put on my brand strategy hat and realized brand strategy is front-end and product and corporate management are back-end. Without a full-stack approach to marketing, e.g., brand strategy plus execution and adherence, you have oogatz (Google it).
Too many purchasers of brand strategy don’t do an effective job with the back-end. It’s not properly enculturated into the business. It therefore lasts as long as the current ad campaign. Or the current CMO. Or the latest technology fad. AI anyone?
I like to think I’m a successful front-end brand strategy guy. But I need to make sure clients buy-in beyond the presentation. Northwell Health used to have a new employee breakfast meeting with the CEO every Monday. I suggested to the marketing director at the time that the CEO share the brand strategy at that meeting – a slam dunk. It didn’t get recommended. You’d think I was recommending vaccines. Doh!
Apparently, I need to work on my technique. Maybe I won’t take the job unless the client shows me how they plan to codify the strategy. Yeah, who am I kidding?
Peace.