| Peter Drucker, the man BusinessWeek called the
father of modern management, once wrote that “A
business has only two basic functions – innovation
and marketing. Innovation and marketing produce
results. The rest are expenses.” We couldn’t agree
more.
Although this statement was written many decades
ago, it is even more relevant today because the
hyper-competition that exists in the market now
threatens to kill any company that is lagging
in these two critical areas.
Without innovation, you will be quickly overtaken
by your competitors. Innovation is what keeps
top companies ahead of the competition. Without
marketing, even the most innovative products or
services will fail and we are sure you can think
of many such examples.
We always tell clients that you need both strategy
and execution to succeed but strategy must come first.
Brilliant execution of a flawed strategy will
still result in failure. Innovation and marketing
are both components of execution. Branding is
about strategy.
Without a proper branding strategy to guide you,
your innovation and marketing programmes will
run wild and eventually run off the road. Our
Consilium model is used to help clients create
the right branding strategy because with the right
strategy, it is half the battle won. |
