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What do you do if your brand's resource allocation is not aligned with your strategic thinking?

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When your brand's resource allocation doesn't match your strategic vision, it can feel like trying to navigate a ship with a broken compass. Strategic thinking requires aligning your resources with your long-term goals to steer your brand in the right direction. If you find a discrepancy between where you're investing your time, money, and effort and where you want your brand to go, it's crucial to address this misalignment promptly to ensure your brand's growth and success.

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Rishi Dewra

Linkedin Top Voice | PGDM-Marketing | Birla Institute of Management Technology 2023-2025 | Sales Intern@Baja…
Irina Gritsevskaya

Consumer Marketing | Innovation | FMCG | Brands with Purpose | Business Strategy | MCIM | Europe - MENA - Asia | Nestlé…
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?????????? ?????????? ?????????????? | Brand Development | Sales Management | Operation Management | Brand Strategies…

1 Assess Reality

To realign your resources, start by conducting a thorough assessment of your current resource allocation. Review your budget, manpower, and time investments against your strategic goals. This reality check will help you understand the extent of the misalignment. Are you pouring too much into areas with little return on investment? Or perhaps neglecting high-potential growth opportunities? By pinpointing these mismatches, you can begin to redirect your resources more effectively.

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Rishi Dewra

Linkedin Top Voice | PGDM-Marketing | Birla Institute of Management Technology 2023-2025 | Sales Intern@Baja Autoj-Nepal | Management Trainee- Track Opinion | Executive Member- FnB CLUB
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In brand management, aligning resources with strategic goals is crucial for maximizing ROI and ensuring sustainable growth. This assessment phase is not just about identifying misallocations but also about uncovering hidden opportunities and threats within the market dynamics. Effective realignment demands a deep understanding of both internal capabilities and external market conditions to pivot successfully.

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?????????? ?????????? ?????????????? | Brand Development | Sales Management | Operation Management | Brand Strategies | Loss Prevention | Marketing .
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If your brand's resource allocation isn't aligned with your strategic thinking, it's crucial to reassess both your strategy and resource allocation process. Start by clearly defining your strategic objectives and ensuring they guide resource allocation decisions. Identify any gaps or misalignments between your strategy and resource allocation, and adjust accordingly. This might involve reallocating resources, revising your strategy, or both. Regular monitoring and evaluation are essential to ensure ongoing alignment and effectiveness.

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Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator | Faculty at BMA | I help companies deliver ROI-positive Commercial Programs
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When resources don't dance to your strategic tune: 1. Reassessment: Pause and reassess your strategy. Are your goals clear? Are your priorities aligned? 2. Communication Blitz: Rally the troops. Communicate the strategic vision clearly to all stakeholders involved in resource allocation. 3. Flexibility Flex: Be willing to pivot. Sometimes, the strategic winds change, and so must your resource allocation. 4. Data Diplomacy: Let data be your guide. Use insights to justify resource reallocation and make data-driven decisions.

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2 Revisit Strategy

Once you've assessed the situation, revisit your strategic plan. Sometimes, the issue isn't with the resource allocation but with the strategy itself. It may be outdated or no longer relevant to the market conditions. Ensure your strategic goals are still valid and reflect your brand's vision and the current market landscape. Adjusting your strategy might be necessary before you can realign your resources effectively.

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Irina Gritsevskaya

Consumer Marketing | Innovation | FMCG | Brands with Purpose | Business Strategy | MCIM | Europe - MENA - Asia | Nestlé - Colgate - Danone
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strategy needs to guide the resource allocation decisions. There needs to be a thorough strategic exercise every few years (sometimes even more often if the market is very dynamic) . Ability to win (resources, capabilities vs the market context) would be part of it and would influence the strategy. Once the strategy is clear and aligned, I would say strategy should remain the true northern and drive the resource allocation decisions (not the other way round)

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3 Engage Team

Communication is key in managing any change. Engage with your team and communicate the need for realignment. Explain the strategic vision and how the current resource allocation does not support it. Encourage feedback and involve them in brainstorming solutions. This will not only help in finding practical ways to realign resources but also ensure team buy-in, which is crucial for successful implementation.

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4 Prioritize Actions

After consulting with your team, it's time to prioritize actions. Determine which areas require immediate attention and which can be phased out over time. This step involves making tough decisions, such as cutting funding from underperforming projects or reallocating manpower to more strategic initiatives. Prioritization will help you focus on actions that will have the most significant impact on aligning resources with your strategy.

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5 Implement Changes

With a clear action plan in place, begin implementing the necessary changes. This might involve restructuring budgets, reassigning team members, or even stopping projects that don't contribute to your strategic goals. Implementation should be done with care to minimize disruption and ensure a smooth transition. Monitor the changes closely to ensure they are moving your brand in the right direction.

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6 Monitor Results

Finally, continuously monitor the results of the realigned resource allocation. Keep an eye on key performance indicators that reflect progress towards strategic goals. Regular monitoring will help you make adjustments as needed and ensure that your resource allocation remains in sync with your strategic thinking. Remember, aligning resources with strategy is not a one-time task but an ongoing process that requires vigilance and adaptability.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Anele Sikakana

Brand Manager at BAT | MCom in Marketing Management with Distinction | Sustainable Luxury | Strategic Marketing | TransUnion Rising Star Finalist 2024
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Here are some ideas of what to do if your brand's resource allocation is not aligned with your strategic thinking: 1. Assess current allocation across different areas. 2. Evaluate strategic objectives and priorities. 3. Prioritise resources based on strategic goals. 4. Communicate and align with key stakeholders. 5. Monitor performance and adjust allocation as needed. 6. Seek feedback for improvement. 7. Iterate and continuously improve resource allocation processes.

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What do you do if your brand's resource allocation is not aligned with your strategic thinking?

1

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3

4

5

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7

1 Assess Reality

2 Revisit Strategy

3 Engage Team

4 Prioritize Actions

5 Implement Changes

6 Monitor Results

7 Here’s what else to consider

Brand Management

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What do you do if your brand's resource allocation is not aligned with your strategic thinking?

1

2

3

4

5

6

7

1 Assess Reality

2 Revisit Strategy

3 Engage Team

4 Prioritize Actions

5 Implement Changes

6 Monitor Results

7 Here’s what else to consider

Brand Management

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