How many choices do you have?

The more variety you have, the more you should focus. Variety is seductive. It takes your eyes off the basic stuff that works. Too many varieties can mean losing focus.

Focus on the fundamentals. They bring results. That’s why they are called fundamentals.

What are the fundamentals?

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Who screwed up?

We all did. All of us, one time or another. There is no need to be too upset. Some learn best by screwing up. Others need multiple screw-ups to learn.

Just remind yourself, screw-ups are lessons. For you, for them, for everyone.

It’s OK to make mistakes. Just make it a valuable lesson.

Who learned something?

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Do you have a marketing team?

A non-exhaustive list but you can start with these. A good marketing team should at the very least understand and apply these concepts:

• The brand, the process of branding, the business the company is in, the role a brand plays.
• The marketing 4Ps. Just four. I know there are a gazillion other Ps others will convince you is important. Let’s start with four; the rest will fall in place. We can add the QRSTUV...later.
• The category and what makes it tick. Key sales divers, key motivators of the consumers.
• The consumers and their various segments. What makes them buy this category of products you sell?
• The principles of communication.
• The role of the various mediums, what it can do, what it can’t and when to use what?

If they don’t know all these, replace them. Yes, fire them. Or get someone who at least knows these things. Otherwise you are wasting your money.

Is branding for you?

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Is it time to let go?

When you can’t pull them up, sometimes it is best to let go. You may risk letting them pull you down.

How firmly are they holding on?

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Who did you offend today?

This in my experience is true, in most organizations where branding is a new thing, which means investing talent, money and time behind the brand, there will be a group of Neanderthal business people within the organization who will remind you how they built a business without this branding crap.

That much is true. They built a business. But in all certainty, they did not build a brand. If you are the guy in the company championing the need to brand and conduct branding building activities, ignore these buggers. They will find you offensive. Offend them anyway. 

They will say you are wasting money. Spend to invest anyway. When they fail to discourage you, they might even sabotage you and your campaign. March on, anyway.

Because it is the right thing to do. Because you believe in branding and what it can do for your company. Your belief has a price.

How much stamina do you have?

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When is the next service due?

"It is the neglect of timely repair that makes rebuilding necessary." - Richard Whately

Why wait till it is broken?

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Are you the fittest?

The term “survival of the fittest” was used by Herbert Spencer to explain Darwin’s concept of “natural selection.” But to Darwin the term “fittest” means "better adapted for immediate, local environment”, and not what we understand as “in good physical shape.” 

So when you apply it to business, it doesn't mean it is the survival of the best financial shape, although that would help. But it is more of the survival of the companies that can best adapt.

Are you a natural selection?

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