The task is not so much to see what no one yet has seen, but to think what no body yet has thought about that which everyone sees.
Have you ever tried to write a Marketing Plan?
If you have, you know that despite how easy it sounds, the process can be exhausting and the results less than breakthrough.
Why is it so hard to write a Marketing Plan? Is there a way to make the task more efficient and effective?
These are the questions the editors of Onward Magazine asked me to explore for their February 2014 publication. My article entitled “Assessing The Landscape” (starting on page #29) explores the process of directed analysis. It is the process I successfully used throughout my 33-year career at Procter & Gamble to author annual Marketing Plans. Directed analysis helps you frame the right questions about your business (product or community) and dramatically reduces the amount of time you have to invest in assessing the competitive landscape.
This article also introduces the 4-I Model (integrate-immerse-imagine-implement) as a way to uncover actionable insights that can help you create a Marketing Plan that has potential to accelerate your brand performance.
If you are involved in (or charged with either leading or managing) the Marketing Plan Design process in your Organization, this article is a good read. If you are an Executive Director or a Marketing Director, you are going to want to read and then pass this article on to your Team.
If you like what you read in Onward Magazine, the editors are providing Strengthening Brand America fans with an opportunity to obtain a free subscription. Just click on the button below.