Whenever I talk strategy, it makes me think of the Dave Matthews Band tune, “Where are you going?” from the eponymous 2002 album. You might remember it from the Sandler/Ryder movie, “Mr. Deeds.” – great tune, not-so-great flick. (BTW, like all DMB fans, I was deeply saddened by LeRoi Moore’s tragic death last summer. He was a polished entertainer and gifted musician.)
Dave asks the right question…one that every brand manager needs to be posing to their leaders regularly – Where are we going? Can’t develop a decent strategy without a roadmap.
We laid out all three elements of brand strategy in the Dirty Little Secrets post of 10/23/08 and its follow-up, Department of Strategery, 10/27/08. Today we’re looking at the second element in a cogent strategy – measurable, long-term, institutional goals.
Usually these are laid out in the organization’s strategic plan. Sometimes they are clean and clear; other times they take some digging, shaping. The important thing is that they were decided at The Big Table – the one where top leaders hammer out The Big Issues. As brand manager, you need a seat at that table, but that’s a separate discussion.
It might be productive to offer an example. Here is the essential brand strategy for Peachtree College. Both are made up of whole cloth:
“Through 2012, Peachtree College will grow first-year classes by 5% annually, increase incoming SAT scores by 10 points, and grow alumni giving by 15% by convincing target audiences in the southeastern U.S. that PC is the region’s best choice for exceptional hands-on learning and opportunities for real-world experience within a community that expects high individual achievement and ethical conduct.”
Notice that the strategy outlines both PC’s market position (who are you?) and the strategic priorities (where are you going?) in a smart 1-2 combination. Every brand manager ought to be able to articulate this kind of top-level marketing thumbnail. It keeps your team focused and inspires confidence. It’s also one of the things that earns you a seat at The Big Table.
But, you ask, how will PC achieve these aggressive goals? Aha! That’s the final element of brand strategy – “How will you get there?” For that, you’ll want to log into next week’s post.
Posted by Bob 
