The real problem is not lack of money
One of the biggest obstacles facing the marketing departments of small and medium-sized businesses (and far too many nonprofits and social good organizations as well) is actually not lack of money—it’s lack of a strong brand understanding.
Too many businesses and social good organizations haven’t spent the time necessary to build a clear internal understanding of their brand. They miss the crafting of the core messages at the foundation of what Mark Di Somma calls “The Brand DNA.” This leads to wasting time and resources on brand messages and activities that are not compelling and don’t work in concert to achieve strategic goals.