Diagnosis, strategy, tactics

Diagnosis, strategy, tactics is the three-part sequence that gives marketing strategy its order. First the diagnosis: what is actually going on in market, brand and margin, based on research rather than assumption. Then the strategy: the sharp choices about objectives, audiences and position, including what you will not do. Only then the tactics: the mix, channels and campaigns that execute it. Most marketing plans fail by inverting this order and starting with tactics, a media plan dressed up as strategy. The triad is also a test: whoever cannot summarise their strategy without naming channels probably does not have one.

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