GETTING TECHNICAL ABOUT THINGS

This week our theme is competence, more specifically, technical competence when it comes to providing strategic direction. We often assume that any key strategic document prepared by someone in marketing or one of the marketing services (like the Ad Agency) is inherently worthy of consideration. But when we dig into the proposal we find it is unclear, incomplete, incoherent, or (worst of all) not really competitive. These are the technical fundamentals that should underlie any strategic proposal, especially the Brand Positioning Statement, the Communication Strategy, and the Creative Brief.

The Dispatch for August 27, 2006 can be found here:
GettingTechnicalAboutThings.pdf (PDF File