We’ve long been interested in the long tail problem of brand management and what to do about it. Briefly put, this problem describes the gap in time between when some aspect of a brand’s foundation (its positioning, say) becomes an issue and when the organization becomes aware of it and then addresses it. 

This strikes us as something that weakens the value of what we do. Relative other tactical marketing sectors, which can offer real-time insight, strategic brand marketing lags in this area. 

A Simple Heuristic
We’re working on ways to address this problem. Presumably, others are, too. In the meantime, we’d like to offer a simple heuristic for organizations to adopt: Assume that your brand may undergo significant change every time you update your strat plan. Too often, we engage with companies that update their strategic plans without at the same time considering the implications for their brand. True, brand fundamentals often change very slowly. But at times they can change overnight. And marketers can become aware of potential changes proactively.

Assessing Business and Brand Alignment
When we’re engaging on a new initiative, the first thing we want to see tends to be the strat plan. It only makes sense: It follows from the axiom that the brand exists to support the business. Sometimes, we’re the first to be seeing how the strat plan and the brand align. Better us than no one, for sure. But we shouldn’t be the first.  

Indicators of Change
Does your plan call for diversifying your products and services? Appealing to new types of customer or purchase decision maker? Entering new markets? Any one of these can have a profound effect on your positioning and promise as well as the core value propositions that power your story (which we call themes). 

We like to see CMOs deeply engaged in the strategic planning process not for the purpose of develop the strategic marketing component of the plan but also to address and advise on foundational implications to the brand itself. 

If you’re currently involved in strategic planning, take note!