Marketing communications are an ongoing process, similar to designing and building a house.
It is then important to maintain and build the value of your marketing properties and prevent this value being depreciated through neglect of infrastructure or promotional activity by competitors.
Firstly the structure must be designed correctly, beginning with the foundations that will support any future building.
Unfortunately, many businesses do the equivalent of trying to put a roof on a house with no foundations or walls by asking marketers to jump straight into execution and promotion. And many marketing suppliers oblige them!
By demanding that marketing people produce a Website, Advertisement, Brochure, etc. before the business has answers to strategic questions and clear plans for long term communication, inevitably always ends up wasting time and money.
To get the best return on the marketing investment, time needs to be dedicated to answer the questions that assist in building a solid foundation for the marketing of the business. By starting at the bottom and working up, the business building process will be shorter, less painful and more profitable.