In this episode…
Welcome to another solo cast episode! At Advantages, we have created a framework of the 3 Keys through which your marketing strategy can be brought to life. In order to unlock the power of the 3 Keys (Purpose, Values, and Story) you must go through the Discover, Unlock and Infuse phases.
Today, I am providing an overview of the first phase, Discover. What do you have to do in order to activate this phase, and why is it so important?
- Discover involves understanding what is going on within your organization. What do you really have to work with already?
- You know that you need Discover when:
- Marketing is essential and you don’t know where to start
- When your current brand positioning requires greater clarity, relevance or differentiation
- When you need help turning marketing data into actionable insights
- To activate this phase, your team needs to be prepared to activate a systematic approach to achieving alignment within your organization so that you can get the maximum impact
- You can’t drive profit with purpose without first having a clear purpose
- The first step: audit. Take stock of everything that your organization has
- Next step: align. Identify the barriers and enablers required to achieve ambition through collaborative stakeholder engagements
- Clarity of message begets alignment of people, which begets unity, which begets momentum, which enables you to thrive
- Create a marketing hypothesis. Understand where growth is coming from and what the business needs and then define it
- Perfection is the enemy of “done”
- What you get out of discover: end to end multidisciplinary marketing roadmap tailored to your unique business requirements that start with your brand strategy and thoughtfully integrate tactics to serve as the company’s marketing foundation
Show Summary:
- Discover involves understanding what is going on within your organization. What do you really have to work with already?
- You know that you need Discover when:
- Marketing is essential and you don’t know where to start
- When your current brand positioning requires greater clarity, relevance or differentiation
- When you need help turning marketing data into actionable insights
- To activate this phase, your team needs to be prepared to activate a systematic approach to achieving alignment within your organization so that you can get the maximum impact
- You can’t drive profit with purpose without first having a clear purpose
- The first step: audit. Take stock of everything that your organization has
- Next step: align. Identify the barriers and enablers required to achieve ambition through collaborative stakeholder engagements
- Clarity of message begets alignment of people, which begets unity, which begets momentum, which enables you to thrive
- Create a marketing hypothesis. Understand where growth is coming from and what the business needs and then define it
- Perfection is the enemy of “done”
- What you get out of discover: end to end multidisciplinary marketing roadmap tailored to your unique business requirements that start with your brand strategy and thoughtfully integrate tactics to serve as the company’s marketing foundation
This episode is produced by…
This episode is produced by…
This episode is produced by Advantages, an award-winning branding and marketing agency that turns buyers into believers. They have worked with companies as far reaching as the new terminal one at JFK airport, as well-known as Jay Z, and as fun as NFL football teams, along with some of the world’s most impactful nonprofits and aspirational mid-sized businesses.
Advantages uncovers the meaning within brands and infuses it into experiences—purposeful branding, engaging events, and strategic marketing.
Explore how this agency can help infuse purpose into your brand so that you connect with the audiences that matter most to you.
For more than three decades, Don Scales has run professional services firms and understands firsthand how to make them succeed. In his current role of global CEO of Investis Digital, he is executing on his vision to lead a company unlike anything else in the digital communications space. He’s put together a team with deep expertise in corporate communications and investor relations and united them with innovative performance marketing experts and world-class technology solutions to help companies connect with audiences across all digital touchpoints.
