Are you doing everything or the right things?

On modern omnichannel communications thinking — and what customers actually want

Creative interpretation of an art piece by Rosemarie Trockel

Why is it so tricky to pull off connected brand communications across multiple channels? Why is aligning communication still so difficult for organizations?

Is the promise of what marketing calls omnichannel actually a curse of too-many-channels?

We wish it could be as simple as doing something just once and then distributing it across channels. Remember those times a decade or so ago? Create a campaign, break it down into multiple marketing assets, distribute it across all your channels. Easy.

Although having an expansive brand footprint is every leader’s aspiration, the reality is that it takes constant alignment and agility. Why agility? Because staying relevant needs continuous listening and creative interpretation of the things that are important to people buying into the brand.

That sounds impossible. But it isn’t. The key is to create a strategic practice of focus and action within the organization, as an organization.