In the words of the ancient Chinese military strategist, Sun Tzu - way back in the sixth century BC, "Strategy without tactics is the slowest route to victory; tactics without strategy is the noise before defeat".
Make sure that your business isn't one of those that has all the key components in place but lacks the integrated plan to reach its goals.
Marketing is about the fulfilment of promises. Determining what to promise, to whom, making that promise and then keeping it. It creates a bond and establishes a pathway along which strong relationships can flourish.
Not all promises are kept, but when this approach fails in an organisation it is invariably seen as some form of integrity failure at an operations level.
A brand is the set of perceptions, ideas, words, images and experiences that together help to attract and retain loyal customers. It is often necessary to help differentiate commodity products and intangible services; to give those products and services an identifiable character and help shape the behaviour and personality of the organisations and individuals who deliver them. Sometimes this is the only source of differentiation a customer has on which to make a buying decision.
Your brand is the set of stories, messages and experiences that your organisation’s stakeholders (staff, investors, partners, suppliers and customers) have of your brand. It is very much about perception, but is also about aspiration and must reflect reality otherwise it will not be capable of living up to its own reputation.