Without a strategy, you’re nowhere.
Or at least: you don’t know where you are or where you’re going, and you haven’t got the faintest idea of how to get there. A strategy is the plan you need to achieve your goals. Having said that, what exactly is the difference between a marketing strategy and a communications strategy? And what happens when you’ve got different goals? People talk a lot of nonsense about strategy, and you can pretty much guarantee a new self-confessed guru will pop up every week to launch yet another buzzword. However, the basics really haven't changed much: the questions you need to answer to build a solid foundation for your brand have remained more or less the same. The one thing that has changed over time is the context we operate in. New channels, new technologies, new behavioural patterns and new expectations are springing up out of nowhere all the time — all in all, there’s never been a more interesting time to be a marketer!