A Big Crisis Requires a Crusade

When facing a major existential threat, a standard marketing plan is insufficient. The situation demands a "crusade"—an intense, company-wide movement driven by conviction, leadership, and a shared belief in the mission.

A crusade is more than just a set of actions; it is a cultural and emotional phenomenon.

Elements of a Crusade:

• Leadership and Conviction: It must be led from the top with unwavering belief and energy. Top-Level Involvement is Crucial in a Crisis.
• A Rallying Cry: It needs a simple, powerful slogan that captures the mission's spirit, like The Power of a Rallying Cry.
• Shared Belief: The team must stop cowering at the competition and start believing in themselves and their ability to win. This shift from despair to hope is palpable to the market.
• Intellectual Foundation: The crusade must be built on a solid understanding of the market and a credible strategy, such as Repositioning a Product by Bundling Strengths.
• Grit and Teamwork: Ultimately, success comes from relentless execution, teamwork, and the collective will to win, not just a flash of creative brilliance.

A crusade transforms a marketing battle into a legendary cause, galvanizing the entire organization and even winning the support of customers who sense the change in momentum.