Always start with the need
A very common (and understandable) marketing mistake is to begin with the Brand. After all, the success of the Brand is important, and we often have a lot to shout about.
But what if no one is interested in what we have to say?
We always begin by observing the context – what is the competitive environment and what are the unmet needs of our audiences?
Only once we know this do we turn our attention to the Brand and how it can deliver, uniquely or best against these needs.
Get that right and the possibilities for success are endless!
