Welcome to another solocast episode! At Advantages, we have created a framework of the 3 Keys through which your marketing strategy can be brought to life. In order to unlock the power of the 3 Keys (Purpose, Values, and Story) you must go through the Discover, Unlock and Infuse phases.
Today, I am providing an overview of the first phase, Discover. What do you have to do in order to activate this phase, and why is it so important?
- Discover involves understanding what is going on within your organization. What do you really have to work with already?
- You know that you need Discover when:
- Marketing is essential and you don't know where to start
- When your current brand positioning requires greater clarity, relevance or differentiation
- When you need help turning marketing data into actionable insights
- To activate this phase, your team needs to be prepared to activate a systematic approach to achieving alignment within your organization so that you can get the maximum impact
- You can't drive profit with purpose without first having a clear purpose
- The first step: audit. Take stock of everything that your organization has
- Next step: align. Identify the barriers and enablers required to achieve ambition through collaborative stakeholder engagements
- Clarity of message begets alignment of people, which begets unity, which begets momentum, which enables you to thrive
- Create a marketing hypothesis. Understand where growth is coming from and what the business needs and then define it
- Perfection is the enemy of "done"
- What you get out of discover: end to end multidisciplinary marketing roadmap tailored to your unique business requirements that start with your brand strategy and thoughtfully integrate tactics to serve as the company's marketing foundation
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