Marketing and Communications, like any other support function in a business, exists only because it is intended to directly support achievement of the business strategy. So, why would unquestioned effort and formal facilitation be put into developing strategy, but then fall short of taking this through into a strategic Marketing and Communications Plan. Avoid the temptations of fads and being swept away by a 'flavour of the month' or personal preference of your advisors. Thinking ahead, strategically, allows for an integrated, connected journey with a far more realistic expectation of success.