Why does strategic planning matter for brands?
Communication without a plan is, at best, an expensive experiment.
Strategic planning takes communication activities out of the realm of chance and ties them to a measurable goal.
A good plan gives clear answers to three questions: Who are we talking to, what are we saying, and how will we know whether it’s resonating?
A plan also needs to be flexible. In an environment where the agenda shifts quickly, rigid plans become unworkable.
Working in quarterly cycles instead of an annual plan provides both direction and flexibility.