“Hope is not a strategy.”

— Vince Lombardi

Do you know what the crazy thing is? A lot of people hope their brand and marketing efforts will work. “I hope this campaign will engage…” or “I hope these Facebook ads will convert into sales…” or “I really hope these products will sell.”

In my book, that is the worst way of thinking, because if you’ve done your research, starting with the question; Am I a vitamin pill or am I a painkiller? At least you know that you will create value for your audience.

No doubt, there is a massive amount of data out there, which is completely useless, unless it is processed into valuable and actionable insight. And the better you are at finding relevant data, that is contextual, culturally of value, you are off to a great start. But…

I don’t know about you, but the quote, by department store mogul John Wanamaker with the 100 age-old adage: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” — just isn’t something I’d be okay with.

Better do the research, find the right data, process them into valuable, actionable insights, and then create the brand and marketing narrative with assets based on said insights.

Brand and marketing messages that are built on the right foundation, the right principles and a solid strategy will always be more effective. Peoples behaviours are hard to predict, but at least you will have done your part.

As someone once told me:

Leave hope to those who believe — in marketing, you need to know. Never leave things to chance, but make sure you know all there is to know.