客户often tell us that they want to deliver a strategic roadmap that elevates insights and guides their teams to greater success, but they find it challenging to know where to begin.Brand teams can also get derailed by urgent or short-term needs that distract from addressing critical strategies issues.
OurBrand Growth Navigator制定8个将推动品牌增长的战略问题。
But, how does a brand team decide which strategic issue should serve as the foundation to their plan and how will that feed into a roadmap that both drives growth and addresses pressing needs along the way?
Based on our experience, across various industries and competitive circumstances, we have seen that the best approach consists of these four components.
This approach works because it identifies the right starting point for your business and determines how to build from there to create a holistic growth plan.
1. Take Stock
突出从组织最高级别吹捧的优先事项，包括股东大会。与关键品牌，营销和产品成分说明，了解他们的重点是什么 - 他们被要求为本组织实现了什么？虽然这可能是你已经做的事情，并且可能听起来像一个明显的第一步，这是一个不能被忽视的第一步。没有这个阶段，其余步骤变得毫无意义。
2. Review Existing Information
This will help you consolidate what you’ve gathered into a core set of issues that are strategically important to your business. By looking at what information you have, in relation to addressing these issues, you’ll be able to narrow your focus to which strategic needs should form the foundation of your plan.
This approach works because it identifies the right starting point for your business and determines how to build from there to create a holistic growth plan.”
3. Seek External Thinking
Share your thinking with a trusted partner, or two, as a way to expand your perspective on what you need and what is achievable. By stepping back and engaging an impartial, outside point-of-view you will be able to coalesce around the area or areas that are most critical as starting points for your plan. So, who are these trusted partners, agencies, MR Firms, consultants like BCG?
Step 1: Take Stock
Step 3: Seek External Thinking
Step 4: Build a Plan, with Customer Journey as the Foundation
This structured, comprehensive approach to strategic planning can lead to the right starting point and, critically, build a roadmap for brand growth.”
This structured, comprehensive approach to strategic planning can lead to the right starting point and, critically, build a roadmap for brand growth.
Want to discuss finding the right strategic point for your brand growth?