A call for reflection and prudence with a tribute to our thought leaders.
Not everything that constantly comes up on the “strategy market” is actually new in terms of content. If you follow the traditional and social media closely, I feel equally haunted by the inflationary hustle and bustle of supposedly new topics, contents, backgrounds, methods, tools etc.
Pause for a moment!
Embrace the new. Question your strategy, your structures and your processes in terms of the concrete benefits for your company. But please in a parallel world. Avoid actionism and an ill-considered change of direction of your strategy. Because the next new thing is already waiting.
Once you are in the midst of changing directions with your company, you will not reap any thanks from your strategic and operative employees. However, you will certainly experience an increasing acceptance of your strengths. And that is exactly what you have to avoid.
Basically there is nothing wrong with new ideas or new aspects. However, if you take a closer look at the relevant content and terms, patterns appear which we have actually known for a long time.
The different contents are introduced or justified in the past weeks and months of the Corona restrictions and also now in the time of the introduced loosening with its negative effects mostly with volatile markets, drop in demand, drop in prices, a high degree of homogeneous goods, missing returns of cost reduction measures and constantly converging communication for a differentiation from the competition.
Once again: it is basically right! But five or ten years ago we read that too. Have we done nothing since then? Or have we not done the right thing? Was the old new then not the right one? Will the new new be more right then? These are all questions that lead us to the true foundations.
In one of the next blogs, I will return to classic topics, contents, methods etc. from time to time and explain the basics of our masterminds. For a deeper understanding of marketing, the real understanding of the basics in strategy work is of great advantage. In addition, you will be able to evaluate the constantly new more thoroughly.
Let’s talk about brands!
It is not only since today that we talk about an individual experience for the customer during the procurement process. Cross-functional and cross-divisional approaches and those along the value chain have existed for a long time. Charging brands is nothing else. The art is to create and implement this process in a company-specific way. This includes your employees, who incidentally play the central role in brand building and brand maintenance.
Today, I would like to start by encouraging you think about the importance of brands. I would like to discuss opinions, ideas and patterns that we may have identified together. Ask me about concrete problems, the causes of these problems and possible solutions for your personal strategy work. The scientifically oriented writing style follows the appreciation of the masterminds that are valuable to me. I am happy to show their readings in a short bibliography. Click on the corresponding blog in the selection and enjoy the new old!
Students or pupils are welcome to consult the structure, content or bibliography as a suggestion for their own work. I am also happy to give tips.
In the next few blogs, more detailed content on the brand, communication management, price management etc. will follow.
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