3 – fifths of nothing When I research, plan and write a marketing strategy for a client, that client always intend to implement it, and most do just that. Those that don’t – tend to think that having a strategy and action plan is enough. When I research, plan and write a branding strategy for […]

3 – fifths of nothing When I research, plan and write a marketing strategy for a client, that client always intend to implement it, and most do just that. Those that don’t – tend to think that having a strategy and action plan is enough. When I research, plan and write a branding strategy for a client, that client always intends to implement it, and most do just that. Those that don’t – tend to think that defining the brand and having an implementation programme is enough. So for those that don’t implement the strategy I ask – what are their intentions worth? The answer is – absolutely nothing. Intentions may matter to God (assuming there is a God – an assumption I am not prepared to make) but they do not matter to human beings. In the case of the marketing strategy, the action taken after the strategy is…