On one hand the product, on the other the consumer.
You need a bridge between the two sides, namely: the sales promotion, the price, the distribution and the communication.
Success will depend on the strategy: i. e. on the ability to bring together the right product with the right group of consumers, with the most suitable price and the support of effective advertising and promotion campaigns.
We prefer to let the great creative freedom to flow along the "Steel Strategic binary".
This is to say that companies' life depends on their Marketing plans, whether they like it or not. Furthermore, any communication activities, to be successful, cannot ignore the strategy set out as part of a marketing plan.