At the risk of looking like a total kiss-ass to my boss, I’m going to quote him: “Without the short-term there is no long-term.”
This principle is amplified about 1000% in a weak economy and has become my mantra for each and every day.
As a marketer, adopting the “live in the now” philosophy has been challenging, educational and rewarding. I prioritize 100% of every single day what is important NOW. What will move volume NOW? What will produce revenue NOW? This shift has resulted in me understanding and appreciating what happens at the point of purchase: on the shelf and out relationship with key stakeholders in the trade.
Yes, consumer pull and long-term branding still matters – but when cash is tight for brands, retailers and consumers, you gotta live in the now.