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Tactics Smactics: Why Alignment Comes Before Creative Execution

How to use the correct marketing tactics (Article written 13th April 2020)

What is it that gets you, as a marketer, excited? Are you all about the strategy or all about the tactics? Do you get excited about where you’re going or how you’re going to get there?

As the Chinese military strategist, writer and philosopher, Sun Tzu, is credited with saying:

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”

So, we need to get both the strategy and the tactics right…but they need to work together, and that’s where it most often goes wrong. If I had a pound for every tactic not aligned with the brand strategic objectives and CSFs (Critical Success Factors)…well you know the old adage! But why does it happen and how do you stop yourself falling at the tactical hurdle?

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3rd May 2022

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