Why successful businesses also need to challenge their marketing
Av Peter Imhäuser
on 6 February, 2025
When a company is in a strong growth phase, it's easy to think that the marketing strategy doesn't need to change. The messages seem to be getting through, the brand is growing and the results are pointing in the right direction. But even at these times when things are going well, companies have a lot to gain by taking a step back and evaluating their strategy. Why should they? Because marketing is about more than riding the wave of success. It's about creating long-term relationships, building relevance and ensuring that the brand remains as strong tomorrow as it is today. And even in times of growth, important signals from the market can be missed.
Why good is not always enough
A successful company may have a strong brand and effective marketing communications, but that does not mean there is no room for improvement. Much like an athlete who has just broken a world record, of course the athlete believes he or she can perform even better, and trains for it.
Marketing is a dynamic discipline that is constantly evolving - new channels are emerging, customer behaviors are changing and competition is intensifying. If your strategy doesn't keep up with these developments, you risk losing momentum, even if the numbers look good right now.
Some typical challenges for businesses that are doing well:
- Tired rhetoric: When a brand repeats the same communication over time, it can become irrelevant or predictable, even if it worked well in the past.
- Unclear channel strategy: What works in one channel today may not be as effective tomorrow. Do you have the right mix of content marketing, performance marketing and brand building activities?
- More competition: New entrants can quickly gain ground by being more innovative and relevant in their communication.
Questions to reflect on in your marketing
To stay ahead of the curve, it can be useful to ask yourself some important questions:
- Is our brand position still in line with market expectations? Are we still as relevant to our target audiences as when the strategy was developed?
- How does our communication compare to our competitors? Do we stand out, or are we saying the same things, risking getting lost in the noise?
- Are we getting maximum impact from our content marketing and performance marketing? Are we optimizing our investments for both short-term and long-term results?
- Do we have a clear long-term communication strategy? Or are we stuck in short-term campaigns without a strategic thread?
Daring to challenge the status quo - essential for long-term relevance
Successful companies that continue to grow over time have one thing in common: they challenge their own strategies before the market does it for them. It's not about starting from scratch, but about building on what already works - but in a smarter way.
Continuously reviewing your communication and brand strategy is an investment in the future. It can be about fine-tuning your messages, finding new creative concepts or reviewing your channel strategy to ensure you are relevant where your customers actually are.
External eyes can make a difference
It is often difficult to see for yourself where change is needed - especially when the numbers point in the right direction. This is where an outside perspective can be crucial. An external analysis of your strategies and concepts can provide new insights and help you identify opportunities you may not have considered.
It's not about criticizing what works, but about creating the conditions for continued success. By being proactive and challenging your marketing in a timely manner, you can ensure that your brand is not only relevant today, but also tomorrow.
Concluding thoughts
Being successful is great - but it also comes with a responsibility to manage that success. By continuously developing your communication strategy, branding initiatives and marketing efforts, you can ensure you stay ahead of the game.
If you would like to discuss how you can further sharpen your marketing and take your brand to the next level, please get in touch. Sometimes it's the little tweaks that make the big difference.
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