The Marketing Targets Diagram presents a strategic hypotheses that clarifies which of your marketing targets should have marketing resources applied toward them, which of them should be addressed by other means, and which are not likely to yield sufficient return on investment in economic or brand terms.
Organizational alignment allows you to complete the loop from marketing communications and your brand promise all the way through to the lived experience of your consumers.
Why are marketers and advertisers keen to slap the word "jazz" on unrelated things from movies like La La Land to cologne and fruit? Let's examine the use of jazz in marketing.
Donald Trump won the presidential election by doing what we tell our clients to do every day. He rigorously stuck with the Trump brand.
We like clean narratives because they are easy to hold and remember. This goes for history, and for branding. What will history make of our time?
Are interactive features like card-making booths and ambient sounds at art museums "infantilizing prattle" distracting from the art? Or a way to engage audiences who might otherwise be lost?
Does culture eat strategy for lunch? Not really. But will a misaligned culture eat up your strategic efforts? Probably. Does it make sense to pay careful attention to an organization's culture and not just its business strategy? Absolutely!
Are cultural practices impeding your organization's health? Are you mindful of any communication gaps that may exist?