Final Thoughts

The example used was fictitious and over-simplified to illustrate the connectivity that ensures the important cohesiveness of a brand plan from strategy to tactics. The important thing to note is that tactics are meant to have a specific purpose. That purpose is to ensure the resources and services developed ultimately satisfy the unmet customer needs, drive the desired customer behaviors and address the negative customer perceptions that market research and customer insights have uncovered. Any tactic developed, that does not serve that purpose, is a waste of resources and effort!

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