"Funding tactics without maximum return almost ensures failure. Achieving alignment from vision to tactics across all stakeholder groups results in a strategic advantage for brands. This alignment affects everything that touches customers in a way that helps them understand the value of the brand."
- Blueprint for the Brand, Rowe, Franck and Lang, Medical Marketing and Media, New York: Feb. 2006, Vol. 41, Iss. 2.
"A good brand planning process relies on four internal objectives:
1) Building transparency and visibility into assumptions and the decision-making process
2) Developing a comprehensive understanding of market dynamics
3) Grounding assumptions in the product life cycle and
4) Using ROI to drive tactics selection and to monitor performance."
Copyright Haymarket Media, Inc. Feb 2006
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