Abstract
The most important part of a strategy is executing it. A good strategy with great tactics is always going to beat a great strategy with poor tactics. Consumers don’t experience strategy; they see and hear the brand through media. They view a television spot, content on the Internet or a billboard on the highway, and they respond accordingly.
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Notes
Nicolette Robinson, Haruna McWilliams, Felix Bullinger and Clay Schouest, “Dove’s Big Ideal: From Real Curves to Growth Curves” (London: IPA Effectiveness Awards, Institute of Practitioners in Advertising, 2008).
Richard Tedesco, “MTV, HP Tool ‘Engine Room’ for TV and Web,” Promomagazine.com, September 12, 2008, http://promomagazine.com/entertainmentmarketing/news/mtv_hp_engine_room_0912/index.html.
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© 2014 Antony Young
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Young, A. (2014). Execution is the X-Factor. In: Brand Media Strategy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137447715_12
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DOI: https://doi.org/10.1057/9781137447715_12
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-28932-5
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