Ideas Are Bad for Marketing
If 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.