Steve Jobs announced this week that he will be stepping down as CEO of Apple. As part of the succession plan, Steve recommended his replacement and rumors are that they have enough products in the pipeline to keep the company humming for the next two years.
In the context of marketing, we should be doing a similar ‘progression’ plan when it comes to our campaigns. I think often (and for good reason) we get swept up in the here and now. It’s also important to realize that this campaign or project will be completed at some point. Make sure to take a look at how it all fits.
One of the reasons Apple has been so successful is that there has been continuity across the product development and marketing. The iPhone fed off what the iPod built and the iPad fed off the iPhone. These products did not succeed by accident, it was a result of meticulous planning regarding brand and product development.
Step back and take a big picture look at everything, do these smaller projects and campaigns all fit with your brand strategy? Is there something tying them together that helps build brand identity? If not, why not?
Demand Generation Consulting 