It never fails to amaze me how often clients express a viewpoint that goes against their carefully constructed brand strategy.
I’ve said it many times, but for all the talk they say regarding strategies importance, they are often more than happy to chuck it all to the side when there’s [1] a chance to boost short-term profits &/or [2] an implication they don’t like.
Whilst everything in life is fluid to a certain degree, strategy is there so companies can achieve their goals in the most efficient and effective way possible … helping guide them to make the right decisions, both in terms of what they do and what they don’t and it’s for this reason that I regard strategy as a liberator because without it, any bollocks can be rationalised and justified, leaving only time to be the independent judge of your misguided choices and decisions.
I know this is a very plannery post … a very plannery post that is stating the bleeding obvious … but we’re here to do more than just make great work happen, we’re here to make great effective work happen and I think sometimes quite a few of us forget that.