Knowing your enemy, competitor, their movements, their pathway. Understanding their weapons, their products, the benefits. Understanding the territory, their prime market targets, their consumer behaviours, it’s all influential as to how you plan the war, the strategic marketing plan, the tactics and the way forward.
As a strategist, I believe the underlying component of success to any campaign, brand, digital communication or marketing idea is planning – yes, the dirty word from a creative designer’s perspective. Working in an agency environment, I choose not to raise the white flag and surrender to the dark side!