First, a question...
Strategy – a familiar term to businesses and marketers alike. But do we really understand its importance and how best to apply it to our marketing campaigns? Let’s start at the beginning with the origin of the word itself. ‘Strategy’ finds its roots in Ancient Greece, a derivative of ‘stratēgós’ – meaning a general, the leader of an army. While, allegedly, the Greeks never actually used the word, its meaning transcends into many aspects of the modern world – even marketing campaigns! With a strong, strategic leader at the helm, businesses can assess the marketing battlefield, decide on a plan of attack and ensure the right tactics are deployed to give their brand or product the best chance of survival.
Which brings us on to the question at the core of this piece – where have all the thinkers gone?
In light of recent global crises, many industries have been scrambling to survive which, arguably, has led to too much doing and too little thinking.