Phase III: Creating Action out of Concept (Implement)
Whereas counsel, advice and ideas are the purpose of a consulting practice, converting these into profitable actions is the key measure of the counsel, and the real method of improving performance.

	“Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders.” Philip Kotler

Alignment

• Bulletproof all members of the key strategic team, through a top-down leadership initiative that gets the team all pulling in the same direction. This aligns team members with one voice, one goal, and one vision.

Tools for Success

• Develop a documented brand architecture. It’s purpose – to clearly identify and document in a “user friendly” form the essence of the brand and the components upon which the essence rests. This could include copy strategy, a creative brief, a packaging brief, etc. The philosophy expressed in this book should be practiced 24/7.
• This program also includes working with key agency leaders on developing the most productive creative/media and advertising briefs for corporations.

Coaching and Training

• Coach and train key stakeholders, influencers, marketing team members, marketing vendors, sales force, distributors, etc., in the new Brand Architecture and Positioning. Louws’ training expertise in negotiations, meeting presentation, discovery sales, strategic development and planning, public speaking, moderation and facilitation, or other skills will be integrated into this phase based on need.
• A training workshop targets agency and brand and marketing managers to become better strategic leaders and innovators.

	“In marketing I've seen only one strategy that can't miss -- and that is to market to your best customers first, your best prospects second and the rest of the world last.” John Romero

Phase IV: Supervision and Audit