The global financial crisis will be overcome by mid-2010, say leaders from the 21 member countries attending the Asia-Pacific Economic Cooperation forum in Lima, Peru.All very interesting. I wonder if it is at all credible. What is credible is that the dip and sway in the economy has put Accounting departments all over the world back in charge of the corporate controls. That means that if you are in a Marketing position, you are really going to have to watch your activities to ensure that they are providing great payback.
The leaders issued the optimistic forecast at the end of their two-day summit in the Peruvian capital.
"We are convinced that we can overcome this crisis in a period of 18 months," the leaders said in the statement. "We have already taken urgent and extraordinary steps to stabilize our financial sectors and strengthen economic growth."
The words of confidence were added early Sunday to a joint declaration that APEC leaders originally issued Saturday.
One delegate, who spoke only on condition of anonymity, said the changes were made at the request of the summit's host, Peruvian President Alan Garcia.
Where does that start? I think it starts at the top of your Marketing mission - ensuring you have a solid brand. To do that starts with really understanding your brand and how you stack up against your competitors. One way to achieve this is through a Brand Audit.
- The goal of a Brand Audit is to put a line in the sand with respect to "getting" where you are with your brand, and where you need to take it.
- Flowing from this you can set your Marketing Strategy, Advertising Tactics, and so on.
Another thing it means is that every project you take on will need to be successful. That means that Project Management will take on an entirely more important role. You need to be sure that you have:
- A great business case,
- A solid project plan,
- A skilled and coordinated team executing on the plan, and
- An inspiring Go-To-Market communication plan.
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