Brand Strategy - Ideas Are Easy, Answers Are Hard, The Devil You Know Isn't Better

A key lesson for both struggling brands is that generating ideas is one thing, but ultimately achieving success for a failing business is another. Ideas must be subjected to rigorous analysis, prioritisation, testing, customer research, scenario planning, technical analysis, and development, among other things, and must be effectively sold and executed to generate value. In addition, the right answer must be introduced at the correct time by an organisation with the capabilities to execute it. When a brand misses this window, no matter how many ideas are thrown at the problem, it may still fail. Furthermore, relying on the previous leadership to get a brand out of difficulty smacks of desperation rather than a viable strategy.