Sweathead, A Strategy Podcast The Present Of Strategy - WARC's Lena Roland
Jul 30, 2024
Lena Roland, Content Director at WARC, shares insights on the evolving landscape of marketing strategy. She discusses the growing importance of sustainability, the effectiveness of digital-native brands, and the ongoing relevance of brand identity. Lena emphasizes returning to marketing fundamentals and explores the barriers to creativity within organizations. With a focus on AI's role in strategy and a push for brave client decisions, she highlights the industry's optimism and invites strategists to contribute to WARC's Future of Strategy survey.
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Curate Expert Knowledge To Scale Effectiveness
- Build a network of experts and curate their work to scale marketing effectiveness across your organisation.
- Commission deep best-practice papers and reports to turn evidence into actionable guidance for time-poor marketers.
Brand Still Matters — Define Its Levers
- Brand is not dead but its value is defined in hundreds of inconsistent ways across organisations.
- Karen Crum's research surfaces five key levers (trust, favourability, crisis insurance, etc.) to clarify brand value.
Reclaim The Marketing Fundamentals
- Return to fundamentals: know your customer, the problem, and market orientation before chasing shiny tactics.
- Build salience and mental availability to be considered at the point of purchase.