When I’m discussing working with any business, the first question I ask is “What are your intentions?”.
Specifically, I want to know their commercial goals.
Why be distracted by such things, when the conversation is about comms?
Because the two are inextricably linked.
Business strategy should shape overall marketing strategy, and that should inform each and every comms brief.
The truth is, where business was once built on a genuine interest in, understanding of and passion for the industry and its audience, these days, things couldn’t be more different.
In two, short years of Covid, as online sales went through the roof, over 5-million new companies were registered around the world.
Many of these started out through a pure tactical lens, to capitalise on a short-lived market opportunity.
In this environment, their goal is almost always a quick win; build it, sell it, repeat.
On the other side of the coin are the founders who are in it for the long game.
These businesses are born out of a personal passion.
They have an authentic story that will connect them effortlessly with their audience.
They invest in people with a shared belief in their vision and values.
They think in years, not days.
They put customer satisfaction ahead of cost per acquisition.
As categories continue to be over-subscribed with under-invested brands, only those that are in it for the right reasons will make genuine, enduring consumer connections.
These are the brands where I can help deliver sustained success.
If you’re not planning to throw your business off a cliff, I’d love to hear from you.
Thanks for reading.