Marketing strategy is undergoing a transformation as long-term planning gives way to a more agile, brand-led approach. In this article, Rebekah Lee, Group Marketing Director at Morson Group, discusses why the concept of ‘strategy’ has become outdated, how brand has evolved into a critical commercial driver and why cross-functional alignment between marketing, sales and leadership is essential for success.
The death of traditional ‘strategy’
I hate to say it, but the age of the long-term marketing strategy is over. Businesses and markets are moving faster than ever, accelerated by the emergence of increasingly sophisticated technology and those traditional three-to-five-year plans just aren’t relevant anymore. Even the word ‘strategy’ feels outdated, as it simply isn’t agile enough for what we need as marketers.
As a result, we are starting to see both a shift towards considered tactical marketing – which enables quicker reactions to changing dynamics – and a renewed focus on brand, which companies are considering not just as a creative piece but as a key commercial driver.
From a marketing perspective, brand is like the spring from which all your activities flow, allowing you to create consistent messages across all touchpoints, even if you’re operating in an environment of constant change. The challenge for marketing teams is figuring out how to better align brand with business objectives and use it to deliver tangible value.
The impact of technology
Marketers are also coming under mounting pressure to work more responsively and with greater agility. Artificial Intelligence (AI) has enabled us to do this. The rate of what we can produce is much faster, as designs and copy no longer take the time they used to. It’s no surprise when one piece of content can be repurposed and reworked for a different medium at the click of a button.
But the rise of AI tools presents a real challenge: if everyone is using the same technology to produce content, how do you ensure your voice remains distinctive? Once again, having a strong brand is critical. It’s a delicate balancing act between leveraging the efficiency of new technologies and maintaining authenticity and differentiation.
The value of ‘traditional marketing’
This is why we’re actually doubling down on traditional marketing at Morson. Why? Because storytelling is the one thing that is so authentic – and authenticity is the one thing that AI can’t recreate. As a people-focused business that changes lives by helping to start or advance careers, pulling out those human stories is how we differentiate ourselves as a brand.
And, while B2C marketing is rapidly adopting personalisation through behavioural analysis, in the B2B environment, networking, relationship-building, events and thought leadership still bring tremendous value. These traditional approaches, when aligned with a clear brand narrative, create powerful connections that technology alone cannot replicate.
Breaking down silos
A clear brand narrative is absolutely essential for creating both internal and external understanding in the market. However, for organisations like ours, which have numerous brands, service lines and market messages, maintaining clarity can be challenging. That’s why our focus is on the simplification and clarification of our brand narrative.
But marketing is not an island. You can’t design an effective brand narrative or marketing plan without having absolutely clear lines of communication between departments. Marketing teams need the buy-in from sales teams, as well as the insights they provide. After all, they’re the ones who are on the ground, talking to clients and understanding their pain points.
At Morson, marketing is increasingly having a seat at the board table – not only to help implement business strategy but also to inform it. That’s been the shift over the past couple of years: utilising marketing insight to influence business strategy and impact the bottom line.
Enhancing brand through storytelling
An example of our commitment to authentic storytelling is our Pathfinders interview series, which won Best Marketing Campaign at the Global Recruiter Awards. Filmed as either direct-to-camera pieces, video podcasts or on-site, these interviews spotlight role models from a variety of backgrounds, demonstrating (to candidates) the possibilities of non-linear career journeys and (to clients) the value of considering candidates who may not fit the job specification perfectly, but have transferrable skills and unique perspectives.
The aim of the series – which features interviewees ranging from well-known names and thought leaders to our own employees and apprentices – was to provide value to the brand beyond being just another recruitment company and to strengthen our position as a thought leader. It also aligns with business objectives by supporting our Pathfinders Academy service, where we work with organisations to assess their critical skills gaps and create bespoke training programmes that equip candidates with the technical expertise required by the business.
The Pathfinders series has garnered over 100,000 views and driven and significant engagement across platforms, resulting in huge social growth – demonstrating the power of traditional storytelling delivered through modern channels. It exemplifies how authentic content can build brand presence, deliver tangible business value and create genuine connections.
Looking to the future
As marketing continues to evolve, success will come to organisations that maintain tactical agility without losing sight of their core brand narrative. The most effective marketing leaders recognise that brand isn’t just a creative exercise, but a commercial driver that aligns with and informs business strategy. By focusing on brand as their north star while remaining tactically responsive, they can navigate change and drive growth in even the m
