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More than just the initial intelligence to get off the ground, a comprehensive brand strategy should include the how and when to get the message out. The plan for analyzing the impact on your audiences, and the plan for implementing systems to live up to the brand expectations. Finally, it must provide for follow up with new and adjusting innovation based on shifting preferences and feedback.

Introspection

Once you initiate a major campaign launch, do you know how you are going to handle the response? Is your response built on one that further elevates the brand experience, one that builds more equity?

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"I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination."

David Ogilvy

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