The document discusses principles for effective implementation of brand strategies. It outlines 10 principles for implementation that encompass inclusivity, phasing, piloting and localization. These principles include: translating each strategy element into processes with clear outcomes; harmonizing core elements early on; establishing strong communication channels; clarifying relationships and dependencies; managing stakeholder participation; anticipating and communicating impact in markets; treating implementation as a journey; prioritizing localization in planning; conducting pilots and phased rollouts; and maintaining a "strategy in action" mindset for clarity and sharp execution. The document emphasizes that implementation tests an organization's strategic backbone and abilities to execute and adapt strategies across business units.

1. Implementation -
keeping a
strategy honest
SANDEEP DAS
INDEPENDENT STRATEGY CONSULTANT
PREPARED BY
BRAND STRATEGY SERIES

2. 01
IMPLEMENTATION
FOR ANY STRATEGY, THE ONE AND
ONLY HONESTY CHECK IS THE
IMPLEMENTATION PHASE
For any strategy, the one and only honesty
check is the implementation phase. No
strategy is viable unless it’s components
have been effectively implemented.
When it comes to a brand, a strategy can
have multiple implementation phases,
which are influenced by how deep and
broad the impact is intended to be.
Implementation may need to be done with
multiple external partners, internally across
business units and geographically spanning
countries (and different operating models).

3. 02
Building a brand requires multiple components to work together and
a revamped strategy impacts all of these components. Some (if not all)
of these components include communication / marketing /
advertising, packaging, visual identity, distribution, stocking,
pricing, customer experience, innovation and manufacturing.
10 principles of
effective
implementation
To effectively implement a wide-
remit strategy, a disciplined step-by-
step approach is required. Regardless
of the number of steps and the level
of complexity, some core principles
will always drive effectiveness

4. THESE 10 PRINCIPLES OF EFFECTIVE
IMPLEMENTATION ENCOMPASS
INCLUSIVITY, PHASING, PILOTING AND
LOCALISATION AS KEY DIMENSIONS
Translate each and every element of the strategy into a
process or set of processes with a clear outcome
Core elements of the strategy needs to be harmonised
right at the very beginning
Strategic implementation requires powerful
communication channels, so make sure they are in
place
Clear understanding and articulation of relationships
and dependencies need to be done upfront (for example
a new brand positioning requires new creative ideas, a
change in visual identity requires implementation on
the packaging etc.)
Provide a platform for debates, discussions and opinion
sharing, but only at key stages with a definitive
timeframe – in short, manage stakeholder participation
wisely
Anticipate, measure and effectively communicate the
level of impact at each market – bigger the impact, the
earlier and more impactful the communication needs to
be
Implementation is a journey – A revamped brand
strategy has implementation challenges right up to the
point where a consumer picks up the brand from a
supermarket shelf; treat it as such
Localisation shouldn’t be an afterthought – it is central
to the thinking and planning behind the
implementation
Conduct pilots in markets where there is an
opportunity and implement a phased roll out where
there are none
Last but not the least, think and view implementation
with a “strategy in action” mindset, which ensures
clarity and sharpness of action
03

5. 04
A successful strategy’s backbone
are organisational assets, both
tangible and intangible.
Implementing a strategy checks the
integrity and strength of this
backbone, and also its flexibility
and ability to stretch.
If you have liked the perspectives behind effective strategy
implementation and wish to discuss it further, please get in touch.
If your brand has a specific implementation challenge where I
could be of help, I would love to have a conversation.
SANDEEP DAS
INDEPENDENT STRATEGY CONSULTANT
W: www.sandeepdas.co.uk
E: sandeep@sandeepdas.co.uk