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Overcoming Brand Planning Fatigue

Ok, you’ve filled out all the templates, collated all the print-outs, and presented 100+ slides in less than an hour . . . What do you really have? An Integrated Brand Plan?

A Marketing SVP recently responding to a question regarding the level of integration within the plan he had created, “Yes, we have an integrated brand plan . . . we’ve stapled the professional plan to the consumer plan to the medical plan to the PR plan.” You get the idea.

Take a cold read of the plan during your next flight. Ask yourself for each initiative: what is the level of evidence behind this? Has the strategic partner provided that evidence? Are there ways to strengthen the level of evidence before you give the final green light?

At the end of the day, you’re accountable for the initiatives &#151 doesn’t your career deserve the highest level of evidence?

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