• Case Studies
  • Contact
  • Careers
  •  

Ideas Are Bad for Marketing

Posted by Tim Berney

Find me on:

Slippery-When-Wet_copy.jpgIf you know VI , you know that we're a strategy-driven group. We don't develop creative ideas before we develop strategy. Period. I honestly believe that we're pretty unique in that regard. If creative comes before strategy, you have no strategy. And that's a short road to failure.

The same thought process holds true when developing a strategic marketing plan. You can't develop tactics before developing strategy because your tactics are an execution of your strategy.

If you want to use a tactic because: it's new, it's different, or it worked for someone else, you're going about your marketing in a backwards manner. And backwards execution often begets backwards results. Strategy is the foundation for the rest of the plan. Get it right, and it will be hard to fail.

Back to Blog