5. Creating Tactics Aligned to Critical Success Factors (or Ensuring Tactical Behavioral Objectives are Identified):
The final step in developing an aligned and cohesive brand plan is to ensure your tactics are designed to create the “Future State” of your CSFs (which are aligned to your SIs). In addressing the Key Issues and Market/Brand Opportunities identified in the SIs you selected, the tactics aligned to each SI should enable or deliver against the “Future State” of each aligned CSF. An example of such would be:
“Tactical plans that aren’t aligned to clear CSFs and cross-functional brand SIs can deviate the team from the brand objectives. From my experience leading teams, I’ve found that the best results are generated when everyone is clearly aligned around what success looks like and how it will be measured for each of the SIs.”
-Aakanksha Khandelwal, Global Head of Portfolio Strategy & Innovation at EMD Serono, Inc.