You still need a plan to build a brand

A business needs a plan or as I prefer to call it, an organisational framework.

But the content of that plan and the way the plan is executed is changing.

That is because the world is so fluid.

Today, personnel have to be recruited not for their ability to sit an exam based on a course that is perhaps 2 or more years old (ancient history in today’s business environment) but on whether they have the skills and confidence to see events as they are and to have the confidence to make decisions and take risks based on what’s in front of them at a specific time.

Freedom to act, for the benefit of the business, within a framework.

Trust, collaboration, personalisation, flexibility, communication, value, pragmatism will build brands not ads, logos, creativity and deep pockets.