BUILD TO DIFFERENTIATE
NOT TO BLEND-IN

In less than a decade, the traditional approach to creating effective marketing strategies that promised to increase a brand’s share of consumer wallet failed. While marketeers continue to monitor the way it works, how its executed and if it is delivering to expectation, the results of relying on these old templates, mapping competition and discounting your product or service is never going to help your business achieve its growth agenda. 

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IS YOUR BUSINESS SEEING TANGIBLE GROWTH?  

Single digit percentage growth is never going to be enough for to sustain a financially viable business. Reducing overheads and cutting back on expenses are not a long term solution for sustainable business growth.

 

How can your business Break the Mould, Generate Explosive Consumer Demand, Increase Engagement and Drive Consumer Preference & Loyalty? 

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Here are a few things businesses can do to bring Clarity, Innovation, Agility & Seamless Execution and Return on Investment.

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CLARITY

Problem: A pitfall for businesses when it comes to marketing strategy is Clarity. Band-aid strategy stems from a lack of clarity and reacting to external stimulus. It provides temporary relief without actually fixing the core problem.

 

Solution: Clarity helps businesses leaders arrive at what’s really stopping their business from achieving its full potential. Knowing what’s working and what’s not, what’s acceptable and out-of-bounds, Defining the parameters for success and its milestones. Creating a growth strategy from and with Clarity is the first step towards building an effective business growth strategy.

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INNOVATION

Problem: Knowing category codes, reading reports on trends and playing by the rules forces businesses to stay within the same mould as your competition.

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Solution: For a business to create sustainable growth it must leverage Innovation with Speed, Depth and Precision of Insights. The second step towards building an effective business growth strategy is to help the brand define New, Unfair and Unique competitive advantages for business growth.

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AGILITY AND SEAMLESS EXECUTION

Problem: Complicated, long drawn plans - kill ambitions and are rarely effectively implemented. They have but one destiny - failure with lost opportunities.

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Solution: The third step is to treat growth strategy as a 'Living Plan'. It needs to be brought to life by everyone in the organisation. Companies must first look at and articulate internally (i.e. Organisational Buy-in, Collaboration of internal teams, easy to understand, simple to explain, realistic to execute and financially viable) before detailed planning execution for end consumers.

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RETURN ON INVESTMENT (ROI)

Problem: 50% of marketing spends are wasted. Businesses don't know which 50% is working. 

 

Solution: The fourth step towards building an effective growth strategy is to building communication around consumer need-states using technology frameworks. This enables effective real-time evaluation of campaign effectiveness. 

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Additional reading: Negotiation Strategies for Business Growth