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The Long and Short of It: Why Great Marketing Needs Both Structure and Flexibility
Marketers love a good plan - until reality changes it. Budgets get cut, events get canceled, and product launches shift. That’s why the best marketing teams master the balance between long-term planning and real-time adaptability.
From global brands like Polar Electronics to niche leaders like GOLFTEC, top marketers treat their brand calendars like editorial roadmaps:
- Structure first - Align annual goals, product launches, and seasonal campaigns.
- Flexibility always - Leave room to pivot when trends, delays, or unexpected opportunities arise.
- Budget for the unknown - Keep funds and approvals ready for unplanned but high-impact moments.
As GOLFTEC’s CMO Chris Koske puts it, “We always leave room for shifts… but because our calendar is built like an editorial road map, we can move things around without losing sight of our core messaging.”
Key Takeaway: A calendar isn’t just about scheduling - it’s your playbook for staying relevant in a fast-moving world without losing your brand’s voice.
Read the full article in ONE:ONE Magazine to see how leading brands plan ahead, adapt fast, and turn unpredictability into opportunity.
Read here.