As we discussed in the last episode, now is the time for planning and preparation. Detailing your marketing plan for the new year will pay dividends all year. Marketing initiatives take a lot of resources and planning so it is best to have a great idea of what is to come so that you can plan accordingly. Some years it is a heavy investment in branding and media to build a catalogue for years to come. Other years it is just getting back to basics and making sure everything is consistent and fundamentally sound.