The world of #brands, #marketing and #communication is
governed by structure, systems, strategic plans and discipline. Don’t discard
experience, skill and expertise. Most of us are able to drive a car, but not
all trained to master an 18-weeler truck.
In an ideal world, brand plans include objectives to increase
the profile, reputation, awareness, personality and admiration for a particular
brand. They also want to reach new markets and dominate the sector in which
they operate. In doing so, they normally consider various options. Unfortunately celebrity #endorsements
sometimes make it onto the list. It
looks cool, enabling, attractive, exclusive, right profile for the right
audience and sustainable.
No contract is able to alter or keep human behaviour within
the agreed parameters, deliverables or under control. Unpredictable…Are you willing to risk the
#reputation and #legacy of your brand, because it felt right at the time? Rather consider the alternatives to achieve
your stated objectives.
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