It’s that time of year when brands and marketers dive into their marketing planning for the new year, meeting marathons, worksheets, calendars, budget negotiations, and more. Looking ahead is always exciting. But when I hear people talk about planning their marketing for the new year, I can’t help but wonder why all this effort happens now, in this specific window, with so much intensity. Let’s explore why traditional marketing plans don’t work and some methods that can help ensure you get the results you desire.
Because let’s be honest: the best-laid marketing plans are usually tossed aside before the end of Q1. We can’t predict the future, but we can think about it with intention. And no, building your marketing plan isn’t a waste of time, but it easily can be if you approach it the wrong way.
I got you. Below are five methods I use in my own brand strategy and creative direction work, approaches I’ve seen succeed again and again. They may not be perfect for every brand, but they’re battle-tested. We use them, and we win with them.
1. Set a Moonshot Vision
Set a moonshot vision for your company and brand. If you already have one, make it bigger. I’m talking about a bold, aspirational, big-ass crazy goal. A clear destination forces clarity in your brand strategy and marketing planning. When you know where you’re going, the path becomes easier to shape.
2. Don’t Plan for the Year, Plan for Progress
Stop planning for the year as if it’s a container you need to fill. Instead, plan how this year will move you closer to your aspirational state—your big-ass crazy goals. The point of marketing planning isn’t to predict the future; it’s to design the conditions for progress.
Inspiration doesn’t last; move fast, move with intention, and never lose sight of your aspirational state. Commit to optimizing for it in every way, every day. Just keep asking yourself, is this what a [insert aspirational state here] brand looks like, talks like, and acts like? It must be yes, or there is work to be done. There’s your plan.
3. Don’t Chase Competitors, Change the Category
If you’re playing in the same sandbox as everyone else, you’re limited by its walls. Create your own sandbox. Redefine the category. Build something so distinct and so undeniable that competitors can’t touch it.
This requires deep thinking, courageous creative direction, and serious problem-solving. But the bold win here. Even if you fall short, you’ll still end up ahead.
4. Don’t Budget, Allocate Based on Expected Impact
Traditional budgeting limits smart brand strategy. Instead of saying “it’s not in the budget,” allocate what’s necessary—within reason—based on expected outcomes and the impact on your marketing efforts.
Ask tougher, more thoughtful questions:
- What problem will this solve?
- How will it help?
- What story will this tell?
- How will this move us closer to our goals?
If the marketing problem isn’t solved, nothing else matters. Figure out how to make it happen, and make decisions that align with outcomes—not constraints.
5. Pick a Fight
Not a literal one. But give your brand and your team a chip on their shoulder. Fight for what you want. The scrappy, blue-collar, get-your-hands-dirty, extreme-ownership mentality is often missing in marketing—and it shows. Make it your competitive advantage.
Inspiration Doesn’t Last, Commitment Does
Inspiration fades. Move fast. Move with intention. Never lose sight of your aspirational state, and optimize for it every day. Keep asking yourself:
Is this what a [insert aspirational state] brand looks like, talks like, and acts like?
If the answer isn’t yes, there’s work to do.
There’s your plan.
While working on your marketing planning, and if you want even deeper insight into leveraging AI for brand positioning and consistent creative direction, check out this companion guide — The Ultimate AI Workflow for Brand Positioning, Messaging & Governance on the BePropr Blog.
Something New: Feed Your Mind.
Based on some nice feedback on my article, Nourish Your Mind, Expand Your World, I’m going to share what I’m reading, a film I watched, and what interesting stuff I listened to this week. It’ll be ongoing, and I hope you’ll share reading and listening recommendations with me.
Feed Your Mind
What I’m listening to
The Pro-Teens: MF TEEN – Your Concurrence In The Above Is Assumed (MF Doom Covers)
I discovered this album via good old-fashioned email marketing. I’m a big MF Doom fan, and this album caught my eye, so I ordered it, and let me tell you, it is fantastic. I played it all weekend after the Halloween hijinks ended. It is covers of classic Doom tracks played on real instruments. It’s dope and a lot of fun. Give it a listen here.
What I’m reading
The Great Gatsby
A client mentioned it in conversation, and I couldn’t remember the plot —maybe because I read it ages ago, or perhaps I never read it despite being assigned it in school, then BS’d through the test. Either way, it’s a classic, and we should all imbibe on a classic from time to time.
What I watched: The Shining
With King and Kubrick, you can’t go wrong. I introduced my kids to The Shining during Halloween weekend. What a blast. I had to scrub forward past the room 237 scene with the old woman, but other than that, young kids in the double digits can handle the horror. They enjoyed it and recognized many scenes from familiar memes. I think my boy’s biggest fear from the movie was that his forehead creased like Nicholson’s, which he doesn’t have to worry about. They also didn’t get the “Here’s Johnny!” homage, so I had to explain Ed McMahon to them. I could watch this movie monthly, such a brilliant masterpiece of visual design, story, and performance. Classic Kubrick.
What are you feeding your mind with that you’d recommend?
